Axum x VitaHustle

We’re pleased to share that Axum Capital Partners has made a growth equity investment in VitaHustle, the premium, better-for-you nutrition brand co-founded by Kevin Hart and fitness trainer Ron “Boss” Everline.

This partnership reflects something we believe in deeply: the shift toward healthier consumer consumption isn’t a passing trend. It’s a structural, lasting change in how people approach their health and lifestyle. The global health and wellness food and beverage market is on track to surpass $1 trillion in the coming years, with protein and functional nutrition among its fastest-growing categories. VitaHustle sits at the intersection of nutrition, performance, accessibility, and cultural relevance.

VitaHustle’s all-in-one nutrition platform was built on a simple, powerful premise: make daily wellness easier without asking consumers to compromise. That clarity of purpose, paired with a proven product and strong brand momentum, is exactly the kind of established, scalable business we look to partner with.

For us, this is more than a transaction. It’s a continuation of our thesis-driven focus on founder-led, growth-stage health and wellness brands and an opportunity to bring the full weight of the Axum Edge, our sector expertise and ability to connect strategy, culture, and execution, to a company we believe is built to endure.

We’re excited about what’s ahead as VitaHustle continues to expand its platform and reach more consumers. To learn more about the partnership, read the full press release here.