# Forma Capital

Forma Capital is a Private Equity based in Los Angeles, United States.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** Los Angeles, United States
- **Region:** North America
- **Address:** Los Angeles, CA, United States
- **Founded:** 2017
- **Assets under management:** Undisclosed
- **Website:** formacapital.vc
- **LinkedIn:** https://www.linkedin.com/company/formacapital
- **Wikidata:** Q128913554

## Regulatory record

- **CRD number:** 326108
- **Registration status:** Registered
- **Reports private funds:** Yes
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/326108

## About

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.

## Sectors

- Sports
- Consumer
- Media & Entertainment

## People

- Elia Infascelli — Managing Partner
- Mary Owen — Partner
- Nick Orzano — Partner
- Harrison Murray — Principal
- Bruce Popko — Partner
- Josh Feine — Partner
- Josh Allen — Partner

## 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.

## Related profiles

- [For Later](https://altss.com/profile/for-later)
- [Formation](https://altss.com/profile/formation)

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Last updated: 2026-08-11T15:06:49.768Z

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