305. Ellie Rubenstein and Ross Iverson, Co-Founders of Manna Tree

Manna Tree Partners is investing in a healthier future.   A wellness-focused private equity firm, Manna Tree helps category-defining companies scale revenue and reach national distribution.   On this week's episode, co-founders Ellie Rubenstein and Ross Iverson discuss deal sourcing strategy and establishing wellness as an asset class.   We also cover:   Generational spending shifts Sector-specific risks and challenges Specialization vs. broad approach investing Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider   Website: mannatreepartners.com  LinkedIn: linkedin.com/company/mannatree  Ellie Rubenstein: www.linkedin.com/in/gabrielle-ellie-rubenstein-09a402136/  Ross Iverson: www.linkedin.com/in/rossiverson/    -   The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities. Fitt Talent: https://talent.fitt.co/ Consulting: https://consulting.fitt.co/ Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (00:13) Background and founding of Manna Tree Partners (04:19) Building a brand as a private equity firm (08:17) Travel, relationship building, and platform development (10:24) Team growth and applicant interest in wellness investing (10:42) Evolution from food and beverage to broader wellness focus (16:42) Category creation vs. company identification investment approach (22:15) The protein thesis and long-term consumer trends (23:02) Finding categories vs. finding companies - deal sourcing strategy (26:23) Generational spending shifts and data-driven wellness decisions (28:23) Early adoption phase of wellness as an asset class (30:32) Limited partner perspectives and institutional capital allocation (35:56) Specialization vs. broad approach in wellness investing (39:24) Potential risks and challenges facing the wellness sector (45:00) Future outlook and accessibility of wellness products globally (46:00) Conclusion