# Generation Growth Capital

Generation Growth Capital is a Private Equity based in Milwaukee, United States.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** Milwaukee, United States
- **Region:** North America
- **Address:** Milwaukee, WI, United States
- **Founded:** 2007
- **Assets under management:** Undisclosed
- **Website:** www.generationgrowth.com
- **LinkedIn:** https://www.linkedin.com/company/generation-growth-capital-inc

## About

Generation Growth Capital, Inc. is a lower-middle market buy-out fund focused on small-business ownership transitions. The firm works closely with management teams to professionalize small businesses, providing capital and resources so they can achieve higher growth and profitability. It is committed to growing best-in-class small businesses and creating jobs in the communities where its businesses are based, and pursues double bottom line returns including community benefits.

## Sectors

- Industrial Tech
- Enterprise Software
- Healthcare Services

## People

- Cory Nettles — Founder and Managing Director

## Questions

### Who leads investment decisions at Generation Growth Capital?

Cory Nettles, the firm's founder and managing director, leads investment decisions alongside Managing Director John Reinke. Nettles previously served as Wisconsin's Secretary of Commerce, giving him deep relationships across the state's industrial base. Investment committee decisions concentrate within this small senior team given the lean organizational structure typical of lower-middle-market funds.

### What types of companies does Generation Growth Capital acquire?

GGC targets founder-owned lower-middle-market companies with EBITDA between $2 million and $10 million, primarily in niche manufacturing, value-added distribution, and B2B services. The firm focuses on businesses that need operational improvements or management transitions—often because a retiring founder lacks a succession plan. Post-acquisition, GGC installs professional financial controls and sales processes, then pursues add-on acquisitions to build scale.

### How does Generation Growth Capital source its deals?

The firm relies on a proprietary origination network built through Nettles' decades of public- and private-sector experience in Wisconsin. Relationships with regional business brokers, commercial bankers, attorneys, and accounting firms generate off-market or limited-auction deal flow in the lower middle market, where businesses rarely attract national buyer attention.

## Related profiles

- [Generation Equity Capital](https://altss.com/profile/generation-equity-capital)
- [Generation Ventures](https://altss.com/profile/generation-ventures)

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

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