{"id":12609,"date":"2026-05-28T19:26:00","date_gmt":"2026-05-28T17:26:00","guid":{"rendered":"http:\/\/stocks-future.com\/?guid=dee6f537868bd9453111a5287e35e4ae"},"modified":"2026-05-28T19:26:00","modified_gmt":"2026-05-28T17:26:00","slug":"axum-capital-partners-announces-growth-equity-investment-in-vitahustle-underscoring-growing-demand-for-health-and-wellness-brands","status":"publish","type":"post","link":"https:\/\/stocks-future.com\/?p=12609","title":{"rendered":"Axum Capital Partners Announces Growth Equity Investment in VitaHustle\u00ae, Underscoring Growing Demand for Health and Wellness Brands"},"content":{"rendered":"

CHARLOTTE, N.C.--(BUSINESS WIRE)--Axum Capital Partners<\/a> (Axum), a private equity firm focused on high-growth health and wellness-centric food and beverage brands, today announced an equity investment in VitaHustle<\/a> (\u201cCompany\u201d), a premium, better-for-you nutrition product line co-founded by Kevin Hart, and Ron \u201cBoss\u201d Everline.<\/p><\/a><\/a>

\nThe global health and wellness food and beverage market is on track to surpass $1 trillion over the next several years, with protein and functional nutrition among the fastest-growing sub-categories. The new partnership reflects Axum\u2019s investment conviction in the sustained, structural shift toward healthier consumer consumption and the rise of scaled, performance-driven nutrition brands. VitaHustle is exceptionally well-positioned at the intersection of nutrition, performance, accessibility, and cultural relevance.<\/p>

\n\u201cBetter-for-you food and beverage isn\u2019t just a passing trend \u2013 it\u2019s becoming a core part of how consumers think about their health and lifestyle,\u201d said Muhsin Muhammad, co-founder of Axum and former NFL wide receiver for the Carolina Panthers and Chicago Bears. \u201cAs an athlete, I saw firsthand how nutrition impacts performance, recovery, and long-term health, which is why this space is deeply personal to me. We\u2019re excited to tap into our network of industry experts, advisors, athletes, and cultural leaders to help accelerate VitaHustle\u2019s growth.\u201d<\/p>

\nFounded with a mission to make premium, plant-based nutrition both effective and accessible, VitaHustle has built a loyal and growing consumer base grounded in authenticity, product quality, and alignment with everyday routine and overall wellness lifestyle.<\/p>

\nVitaHustle selected Axum as a strategic investment partner based on the firm\u2019s deep food and beverage expertise, sector focus, and the strength of its \u201cAxum Edge\u201d platform to support the company\u2019s next phase of growth \u2014 from expanding brand awareness and consumer reach to strengthening operations and unlocking new market and revenue opportunities. The partnership, which received strong support from VitaHustle\u2019s board, originated through Axum\u2019s and VitaHustle\u2019s mutual connectivity with the Company\u2019s co-founders Kevin Hart and Ron \u201cBoss\u201d Everline.<\/p>

\n\u201cWe\u2019re excited to partner with Axum at this important stage of VitaHustle\u2019s growth,\u201d said James McPhail, CEO of VitaHustle. \u201cThis was about much more than capital \u2014 we wanted a partner that understands where the health and wellness market is headed and can help us scale thoughtfully and strategically. Axum\u2019s deep experience in the category, combined with its ability to connect strategy, culture, and execution, made it the right fit as we continue expanding the platform and reaching more consumers.\u201d<\/p>

\nAbout Axum Capital Partners<\/b><\/p>

\nAxum Capital Partners (Axum) is a Charlotte-based private equity firm focused on investing in health and wellness-oriented food and beverage brands. The firm partners with founder-led and growth-stage companies, combining deep sector expertise with strategic, operational, and cultural insights to help scale enduring consumer brands. Axum\u2019s differentiated platform \u2013 it\u2019s \u201cAxum Edge\u201d \u2013 leverages an extensive network across business, sports, entertainment, and consumer industries to support long-term value creation. For more information, visit www.axumcp.com<\/a>.<\/p>

\nAbout VitaHustle<\/b><\/p>

\nVitaHustle\u00ae, co-founded by Kevin Hart and Ron \u201cBoss\u201d Everline, was built on a simple idea: daily nutrition shouldn\u2019t be complicated. VitaHustle ONE replaces protein powders, greens drinks, and daily vitamins with one all-in-one shake \u2014 making it easier to get the nutrition you need every day.<\/p>

\nSince launching, VitaHustle has quickly emerged as a fast-scaling brand, with more than 5 million shakes sold and thousands of 5-star reviews from customers who have made VitaHustle part of their daily routine. With more innovative products on the horizon, VitaHustle continues to redefine how people approach daily wellness.<\/p>

\nProducts are available online at Amazon, <\/b>VitaHustle.com<\/b><\/a>, QVC, and globally at iHerb.com<\/b>.<\/p> Contacts<\/b>

\nJamie Paster\nJamie.paster@trailrunnerint.com<\/a>908-625-8107<\/p>","protected":false},"excerpt":{"rendered":"

CHARLOTTE, N.C.–(BUSINESS WIRE)–Axum Capital Partners (Axum), a private equity firm focused on high-growth health and wellness-centric food and beverage brands, today announced an equity investment in VitaHustle (\u201cCompany\u201d), a premium, better-for-you…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-12609","post","type-post","status-publish","format-standard","hentry","category-infos-businesswire"],"_links":{"self":[{"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/posts\/12609","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/stocks-future.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12609"}],"version-history":[{"count":1,"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/posts\/12609\/revisions"}],"predecessor-version":[{"id":12610,"href":"https:\/\/stocks-future.com\/index.php?rest_route=\/wp\/v2\/posts\/12609\/revisions\/12610"}],"wp:attachment":[{"href":"https:\/\/stocks-future.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12609"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stocks-future.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=12609"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stocks-future.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=12609"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}