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Forma Capital
Forma Capital backs founders, athletes, and cultural leaders building businesses that define how people play, live, and connect. The firm focuses on emerging...
Forma Capital
Forma Capital backs founders, athletes, and cultural leaders building businesses that define how people play, live, and connect. The firm focuses on emerging sports assets and iconic consumer brands with the influence and scale to lead their categories. It invests at the intersection of sports, consumer innovation, and talent-driven influence.
General information
Firm type
Private Equity
Year founded
2017
Location
Region
North America
Country
United States
City
Los Angeles
Corporate office
Los Angeles, CA, United States
Principals
Elia Infascelli
Managing Partner
Mary Owen
Partner
Nick Orzano
Partner
Harrison Murray
Principal
Bruce Popko
Partner
Josh Feine
Partner
Josh Allen
Partner
Sector focus
Frequently asked questions
Who runs investment decisions at Forma Capital?
Elia Infascelli is the Managing Partner and the most senior investment professional listed. Decisions appear to be made collectively by a partner group that includes Mary Owen, Nick Orzano, Harrison Murray, Bruce Popko, Josh Feine, and Josh Allen. The firm has not publicly designated a separate CIO or investment committee chair.
Does Forma Capital invest in funds or only make direct deals?
The firm's website describes direct backing of founders, athletes, and cultural leaders for operating businesses and sports assets. It does not list any fund-of-funds commitments or LP relationships. Forma Capital's public positioning is that of a direct investor.
What investment stages does Forma Capital target?
Forma Capital describes its strategy as expansion and late-stage growth. Its portfolio companies — including Major League Pickleball and consumer fitness brands like BODYROK and SWEAT440 — suggest it targets businesses with existing revenue and operating history rather than pre-revenue startups.
Is Forma Capital's portfolio structured around separate sports and consumer funds?
No. Forma presents a single, integrated portfolio. Its thesis is that sports, consumer brands, and influence have converged. The firm does not publicly separate assets into distinct fund vehicles by sector.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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