Alex Rodriguez and 24 Hour Fitness founder Mark Mastrov started Energy in Mexico in 2011. Today, Energy is one of the largest luxury fitness chains in Mexico, with more than a dozen locations open and multiple new locations planned. Energy’s facilities include over 40,000 square feet of space for personal training and fitness classes.

Acorns was founded in 2014 by a father-and-son team who wanted to make investing easier and more accessible. Via an app, Acorns connects to a credit or debit card, and each time an Acorns user makes a purchase, the amount of the transaction rounds up to the next whole dollar; Acorns then invests the remainder into one of several pre-established investment portfolios. Renowned economist Harry Markowitz, who won a 1990 Nobel Prize for his pioneering work in financial economics, helped build the investment portfolios. Acorns has more than 3.5 million users and over $1.2 billion in assets under management.

Alma Mater Footwear founder Eric Sarin met Alex Rodriguez during the early days of developing his startup. Alex loved the hand-crafted sneakers, so Eric sent him a pair. After Alex wore his Alma Maters when he proposed to Jennifer Lopez on the beach in the Bahamas in 2019, that proposal picture went viral, and Alma Mater took off bigtime. Today, Alex has a line of Alma Mater sneakers called 696—the number of home runs he hit in his MLB career—and more lines to come.

Founded in 2012, Apeel Sciences continues to develop products for dozens of USDA Organic Certified and conventional produce categories. Apeel is on a mission to combat food waste by using its plant-derived solution to add a little extra "peel" to the surface of fruits and vegetables, doubling to tripling the shelf life of many produce types without the need for refrigeration.

Archer is a Silicon Valley startup leading the future of urban air mobility, a market that Morgan Stanley estimates will be $1.5 trillion by 2040. A vertically integrated company, Archer is designing, manufacturing, and operating fully electric vertical takeoff and landing (eVTOL) aircraft that can carry passengers for 60 miles at speeds of up to 150 mph while producing minimal noise. Archer has partnered with Fiat Chrysler Automobiles to significantly decrease costs of production and accelerate its timeline to bring volume manufacturing of eVTOL aircraft starting in 2023.

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Artsy is an online marketplace that connects art lovers and professionals with the world’s leading galleries, museum collections, foundations, artist estates, art fairs, and benefit auctions. Artsy has a growing database of 1,000,000 works of art, architecture, and design by 100,000 artists—spanning historical, modern, and contemporary periods. Artsy is used by art lovers, museum-goers, patrons, collectors, students, and educators to discover, learn about, and collect art. The work ranges in price from $100 to more than $1,000,000. A-Rod Corp is an early investor in Artsy.

Bungalow’s co-living solutions include apartments and houses, primarily for young professionals, in cities where real estate in desirable locations is otherwise unaffordable. The company lists available residences then vets and matches renters and roommates in New York City, Philadelphia, Boston, Chicago, the San Francisco Bay Area, Los Angeles, San Diego, Seattle, Portland (Oregon), and Washington, D.C. Bungalow has served more than 3,200 clients and provided more than 700 homes in cities across the U.S.

CGI Hospitality Opportunity Fund (H-Fund) is a joint venture between A-Rod Corp, CGI Merchant Group, Maverick Commercial Properties, and leading global hotel operator, Hilton. The $650 million H-Fund will focus on acquiring and developing hotel properties throughout North American and Caribbean markets and target more than 20 hotels over the next three years. H-Fund assets will be hand-selected and repositioned to form a first-of-its-kind hospitality portfolio. The assets will be housed within the Hilton portfolio of brands, adding to the hospitality industry leader's portfolio, consisting of more than 6,300 properties in 118 countries and territories worldwide. The first asset purchased is the Gabriel Hotel in downtown Miami.  

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Combining health, wellness, beauty, and cosmetics, Candid provides orthodontic services without ongoing office visits—and at significantly lower cost than traditional services. After signing up for a teeth-straightening package online, a customer takes photos and impressions of their teeth at home or at one of many Candid Studios across the U.S., and then receives a plastic aligner and retainer to complete treatment. Nick Greenfield, a Stanford grad who worked in operations at Lyft, and Lilla Cosgrove, on the founding team of concierge service Hello Alfred, launched Candid in 2017.

Carta an ownership and equity management platform trusted by thousands of founders, investors, and employees. Alex teamed up with Carta on a course to help: Equity 101. This curriculum covers all the basics of equity—from help for that first stock option grant (and the taxes that come with it) to becoming an investor yourself. Everyone needs to know the basics of equity, so it is free and open to everyone. Knowledge is power.

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Community is a messaging platform that enables celebrities and brands to communicate directly and instantly with fans and followers via text. While social media platforms like Facebook, Twitter, Instagram, and Snapchat control the messaging on their sites, “Community leaders” own their data and can restrict access as they wish. Celebrities and brand marketers can text Community members and target specific groups by age, geography, and other metrics to share content of interest. 

In February 2020, Designer Brands, the parent of DSW Designer Shoe Warehouse, announced a joint venture with Jennifer Lopez to create her own line of footwear. The venture is a step beyond conventional licensing deals in that Lopez and her team will earn shares in Designer Brands based on her products’ performance. 

Density counts people, anonymously. Its client list is a who’s who of Fortune 500 companies and owners of large real estate portfolios including office buildings, fulfillment centers, universities, banks, and state governments. Once implemented, Density measures and monitors in real time how (and when) their space gets used in order to drive smarter decisions to support greater efficiency and productivity. This enables Density’s clients to reimagine their spaces, reduce waste, save millions of dollars, and keep people at safe distances—now more critical than ever in a world transformed by Covid-19. 

Alex Rodriguez hit the runway, modeling Nike and Timberland apparel in the giant retailer’s first-ever fashion show in 2019.

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Didi started in 2012 as a smartphone app for people who wanted to hail taxis. The Beijing-based company quickly grew to become the dominant transportation app in China. Didi acquired Uber’s operations in China, has made investments in Lyft and other ride-hailing companies, and has expanded its own operations to provide a broad variety of services for travelers. Didi now offers car rentals and sales, buses, chauffeurs, food delivery, bike-sharing, financial services (car insurance and loans), and traffic management systems (smart traffic lights and reversible lanes) for cities to enable a smarter future for transportation. A-Rod Corp is an early investor in Didi.

Iris Nova started in 2015 with a commitment to look at the beverage industry with fresh perspective. (Iris Nova is Latin for “new lens.”). Launching by selling Dirty Lemon drinks via text directly to consumers, the company has expanded to offer a broad portfolio of sparkling and non-sparkling beverage brands and bricks & mortar retail. Iris Nova’s Drug Store offers a cashier-less retail experience via proprietary SMS technology and space to host private events and test new beverage concepts.

eMerge Americas is an innovative Miami-based tech event that convenes and connects entrepreneurs, investors, and leading executives and decision-makers. Driving diversity and drawing entrepreneurs from around the world, eMerge Americas has helped transform Miami into the tech hub of the Americas. The annual event has also become one of the most popular tech gatherings in the U.S. In 2019, eMerge Americas attracted more than 16,000 attendees from 400 companies and more than 40 countries around the world.  

Eight Sleep sells high-tech mattresses layered with sensors and temperature controls. The company was founded in 2014 by Matteo Franceschetti, the sleep-deprived co-founder of a clean tech company called Global Investment Renewable, his wife, Alexandra Zatarain, and a tech expert, Massimo Adreasi Bassi. The trio started by selling tech-enabled “smart” mattress covers called Sleep Trackers. Today, the team is focused on end-to-end “sleep fitness.”

A-Rod Corp was an investor in Empathy, a fast-growing startup that works with sustainable grape growers to bottle and sell its own line of wines directly to consumers. Founder Gary Vaynerchuk and his partners sold 15,000 cases and amassed more than 2,000 subscribers before they sold Empathy to drinks giant Constellation Brands in July 2020.

Alex Rodriguez and Jennifer Lopez did a series of funny commercials for Facebook’s Portal in 2019.

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Fairchild Coconut Grove is a 26-unit waterfront luxury condominium development in Miami’s lush, eclectic Coconut Grove neighborhood.

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Goli Nutrition, founded by Michael Bitensky and Dee A,  is an inventive, people-focused nutrition company that is committed to providing the world with a key to sustainable wellness through proven and innovative products that are suitable for any lifestyle. Goli strives to make health simple by helping consumers reach their nutrition goals with a product that makes taking daily supplements enjoyable. As a result, Goli has developed a gummy that includes the age-old traditional benefits of Apple Cider Vinegar (ACV). The Goli Gummy is organic, non-GMO, vegan, Kosher and gluten-free, containing no preservatives, chemicals, or artificial ingredients. The Goli Gummy is made in the USA at a state-of-the-art CGMP facility that is certified organic, allergen-free and Kosher. Learn more about how Goli makes wellness achievable at www.goli.com.

Gopuff is an on-demand convenience store that delivers over 3,000 items ranging from snacks, toiletries and even alcohol in some markets.  Gopuff was created in 2013 by Drexel University students Yakir Gola and Rafael Ilishayev, who set up an app service to deliver college students beer, condoms, junk food and other guilty pleasures. Described as a "digital convenience retailer," the company has since expanded to more than 40 markets in 21 states and Washington, D.C. Check it out here: gopuff-4kdt.app.link/fzXVDnsMWeb

Grand Station is a 30-story apartment building with 300 units in downtown Miami. A-Rod Corp is an owner, and the building is managed by Monument.

HH ‐ 133 Avenue D is a Manhattan apartment building that A-Rod Corp invested in with Barbara Corcoran, founder of The Corcoran Group and well-known Shark on ABC’s Shark Tank.  

hai is on a mission to turn on the self-care revolution for a new generation. The smart in-home spa system transforms any shower into a self-care ritual experience while also empowering consumers to own and understand their environmental impact. Learn more at gethai.com.

Alex Rodriguez and other stars appear with Jennifer Lopez in a Super Bowl commercial for the new Guitar Hotel at the Seminole Hard Rock Hotel & Casino Hollywood.

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Hims & hers is an online platform (ForHims.com and ForHers.com) that provides direct access to medical professionals, products, treatments, and support groups, enabling users to practice self-care whenever and wherever they need it. Hims started in 2017 as a men’s wellness company, added women’s wellness (Hers) in 2018, and is now called hims & hers. Alex Rodriguez and Jennifer Lopez partnered with hims & hers in late 2019 because they believed in the mission and vision to bring affordable, accessible healthcare to everyone.

On a 2017 episode of ABC’s Shark Tank, Alex Rodriguez and Mark Cuban loved former NFL player Chris Gronkowski’s pitch for Ice Shaker, and together they acquired 15% of the company for $150,000. Ice Shaker’s growth exploded after the show aired.

Alex Rodriguez is a partner and spokesperson for JBL, a leading brand of high-quality speakers, headphones, and gaming headsets.

Jumpcut democratizes access to TV & film opportunities for a global pool of creators. We use technology to identify under-represented creators, empower them with new tools and audience insights, and match them with a global pool of content buyers. By doing so, we create a new supply of creators and creative projects and help make the industry more inclusive and global. With the demand for global content at an all-time high, and Hollywood losing over $10 billion a year due to lack of diversity, there has never been a more opportune time to bring much-needed change to the industry.

Super Coffee’s breakout moment came on Shark Tank when the DeCicco brothers failed to secure an investment, but created such buzz with their appearance that brand sales exploded. Today you can find Super Coffee at Target, Wegmans, Whole Foods, and Walmart, and the company also recently signed a master distribution license with ABInbev. Each brother plays a key role: Jordan is President, oldest brother Jim is CEO, and middle brother Jake is COO.

LG Electronics of USA manufactures and distributes consumer electronic products. In 2020, LG Electronics USA launched a new campaign featuring Alex Rodriguez aimed at celebrating the connections made possible at mealtime.

Alex Rodriguez and fellow baseball legend David Ortiz starred in the digital/social campaign, the “Keep Moving Challenge,” to promote MasterCard’s speedy tap and pay functionality.

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In 2004, Alex Rodriguez was awarded one of the first minority-owned Mercedes-Benz franchises in Texas. A-Rod Corp brought the project to life from the ground up, from site selection, land purchase, and building design to the complete construction of the dealership. Following nearly a decade of success with the Houston-area venture, A-Rod Corp sold the dealership to a large publicly traded company in 2014.

In 2012, nine years after Alex Rodriguez began investing in real estate as a way to preserve and build his own wealth, Alex and Ramon Corona founded Monument Capital Management. The company has acquired more than $800 million in real estate assets, through four Opportunity Funds and various joint ventures. Targeting secondary markets with strong demand for workforce housing, Monument has invested in apartment communities in more than a dozen states throughout the Southeast and in the Southwest, Midwest, and Mid-Atlantic regions of the U.S.

NFL Fit facilities carry NFL team branding and offer customized fitness services for people who take working out and wellness seriously—and love connecting with their favorite NFL team. At Dallas Cowboys World Headquarters in Frisco, Texas, Cowboys Fit—the first NFL Fit in the expanding chain—has more than 60,000 square feet of luxury gym amenities including state-of-the-art equipment used by the Cowboys, a 40-yard Sports Turf, a heated Rooftop Pool, and a Recovery Lounge with cryotherapy machines, and other cutting-edge treatments. NFL Fit trainers include former NFL players, cheerleaders, and fitness specialists. NFL Fit also has team-branded gyms in Chicago, Cleveland, and San Francisco, with plans to expand to more cities and professional sports teams. 

NOW//with is a next generation shoppable content destination to watch, discover and seamlessly shop LIVE and on-demand lifestyle experiences with today’s most influential tastemakers. Engaging audiences across digital, linear and on-demand shopping-enabled platforms, NOW//with curated talent-driven content experiences combined with an advanced flywheel of proprietary shoppable technology powers automated AI matching for brands, influencers and targeted shopping audiences.

Founded in 2015 by Andy Miller and Mark Mastrov, NRG eSports represents the world’s most popular online game leagues—Apex Legends, Call of Duty, Fortnite, Overnite, Rocket, and Valorant. The professional eSports organization convenes players for tournaments that attract worldwide audiences, draw major sponsors, and offer big prize money. NRG has been recognized as the No. 1 most watched organization worldwide on the popular live-streaming platform Twitch. A-Rod Corp is an early investor in NRG and the eSports industry.

Founded by Alex Rodriguez and Jose Moré and Jose Gomez in 2009, Newport has managed the renovation and construction of more than $1.5 billion of residential, commercial, and mixed-use assets. In addition, the company has supervised and managed the development of over 15 million square feet of real estate assets since inception and repositioned over 16,000 multifamily housing units throughout the U.S., adding more than $300 million of property value to client assets. Among Newport’s projects: multiple renovations for Florida International University, the construction of Miami College of Design, and luxury residences for several prominent athletes—including Alex Rodriguez’s Miami home, which has been featured in Architectural Digest. 

Niyama Sol was founded on the principles of yoga by yogis Allison Hart and Cristina Osorio. Their leggings and other apparel are made from recycled plastic bottles, and they hug the body like a second (and very soft) skin. Allison and Cristina conceived Niyama Sol around the five niyamas—the five practices essential to progressing on the path in yoga—and they base their colorful designs on their personal passions for art, music, nature, yoga, and spirituality. Fashion meets fitness meets sustainability.

North Bay Owner Holdings is a Miami Beach office complex that A-Rod Corp invested in with Starwood Capital Group.  

Nova Credit is a fintech company that helps immigrants access financial services by translating their international credit data into U.S. credit scores. Founded by three immigrant Stanford grads—from Russia, England, and the Netherlands—Nova Credit works with credit card companies, lenders, and other financial services providers to facilitate their evaluation of applications from immigrants, who otherwise would have to build their U.S. credit history from scratch over many years. Nova Credit enables newcomers to the U.S. to do the things essential as building blocks of the American Dream such as to lease an apartment, buy a cell phone plan, get a credit card, or secure a student loan.

OpenStore's mission is to provide life-changing liquidity to ecommerce entrepreneurs. Longer-term, we aim to bring the experience of spontaneous discovery back online – ultimately connecting merchants and customers into a single unified shopping experience through access to data, information, and capital.

CEO Mario Schlosser came up with the idea for Oscar in 2012 when he and his wife were going through their first pregnancy in New York City. They had trouble finding the best obstetrician, navigating baby care, and dealing with the health insurance maze. Mario and his team developed a simpler and more affordable health insurance experience and called their company Oscar. Founded in 2014, Oscar now provides its services to more than 420,000 members. in dozens of U.S. cities. 

With a ring worn on the finger, Oura tracks key signals—pulse, temperature, movement—during sleep, then delivers a detailed report each morning through the app. The Oura ring also functions as a general fitness tracking device—measuring “readiness” or whether a user may be showing early signs of infection or illness. This proved particularly valuable when the Covid-19 pandemic changed the sports world. In June 2020, the NBA struck a deal with the Finnish company to buy more than 2,000 Oura rings for its players and staff to use, on a voluntary basis, to live, practice, and compete more safely.

Professional Fighters League (PFL) is the fastest growing and most innovative sports league.  PFL is global platform company, providing live MMA fight events year-round.  The PFL League has top world-ranked fighters compete in a 10 event schedule in the sports-season format, all live primetime on ESPN and ESPN+.  The PFL Challenger Series is an 8 event schedule, where emerging pro fighters compete to earn a contract in the PFL League Season, and is featured live on FUBO TV.  All PFL fight events are broadcast and streamed worldwide to 160 countries via dozens of leading media distribution partners. Alex is an investor and board member.

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Petros PACE Finance is the national leader in the fast-growing C-PACE marketplace, which provides alternative low-cost financing for projects based on energy and water efficiency, renewable energy, and resiliency measures. Petros offers long-term non-recourse C-PACE financing to commercial property owners that seek to upgrade their properties, lower their energy costs, reduce their carbon footprint, and increase their property values. Founded by Mansoor Ghori and Jim Stanislaus in Austin, Texas, in 2010, Petros PACE Finance has funded successful projects nationwide and continues to rapidly expand its portfolio. Petros continues to focus on making an impact for investors, property owners, and the environment.

Alex Rodriguez co-starred with Mister Peanut in a 2019 Super Bowl ad for Planters.

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Alex Rodriguez became Chairman of Presidente USA in January 2020 via a partnership with beer giant Anheuser-Busch InBev. Having a leadership role in building Presidente—founded in 1935 by Cerveceria Nacional Dominicana in the Dominican Republic—is particularly meaningful to Alex because he is the son of Dominican immigrants to the U.S. Alex and Anheuser-Busch InBev, which acquired Presidente in 2012, are working to make Presidente a top seller in major markets across the U.S. and showcase its quality and craftsmanship.

Alex Rodriguez developed a line of affordable and fashionably understated sunglasses with the Australian company that’s disrupting the eyewear business.

QuickBooks is an accounting software package developed and marketed by Intuit. In 2020, QuickBooks unveiled a campaign called “Journey to Success,” featuring Alex Rodriguez, showing the ups and downs that business owners experience on their path to success.

In 2019, Alex Rodriguez partnered with Ralph Lauren for the launch of the company’s new cologne, Polo Blue Gold Blend.

Co-founded in 2021 by Philip Krim, Greg Garrison and Gabriel Flateman, Ranger is an agent-first personal insurance provider, offering a suite of affordable, high-quality products designed to keep the modern family home protected with more intelligence. Its proprietary digital agent platform and unique incentive model elevate the role of the insurance agent to that of a family advisor whose mission is to educate customers and help them make confident and well-informed decisions on risks and how to manage them. Ranger’s initial focus is ensuring families take a holistic approach to insuring their living spaces and transportation. Over time, Ranger agents will be able to provide expert advice and products to help families protect anything that is critical to their continued prosperity and ability to enjoy life.

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Based in New York, Rowing Blazers is an American clothing brand and design lab for the classics founded by Jack Carlson. They are dedicated to authenticity, quality, and craftsmanship; and simultaneously to irreverence, inclusivity, sustainability, empowerment, and fun. There's a sense of humor, often a hint of irony, in everything they do; and it's as central to the brand as their sense of community, timeless aesthetic, dedication to historical research, and commitment to making pieces that will last a lifetime.

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In 2013, Sarva Founder and CEO Sarvesh Shashi launched a chain of yoga studios in his native India. Today, Sarva has dozens of yoga studios across India, plus the Sarva App that provides on-demand yoga workouts, guided meditations, sleep stories, and live workouts—all aimed at holistically transforming the mind and body. Through its mission and network, Sarva has been instrumental in bringing together a community of people across the world.

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Slam Corp is a SPAC jointly sponsored by A-Rod Corp and Antara Capital that raised $500 million in its IPO and is seeking to acquire an established, technology-enabled, category leader in either the sports, media, entertainment, or health and wellness sector.

A-Rod Corp was an early investor in Snap, buying shares in 2016, when Snapchat’s parent was a private company. Snap began selling its stock on the New York Stock Exchange in March 2017, and A-Rod Corp sold its shares at a profit in November 2017.

In the summer of 2013, Francis Davidson, a university student in Montreal, was managing several apartments when he saw the opportunity for a new type of elevated hospitality business. The next year, Francis and Lucas Pellan founded Sonder to match travelers with vacant student apartments. Today, in dozens of cities and seven countries, Sonder offers apartment rentals in a range of sizes, styles, and neighborhoods.  Across its 9,000 units, Sonder provides guests with contactless check-in, professional cleaning, WiFi, kitchens, in-suite laundry, and 24/7 support. 

Step, founded by financial industry veterans CJ MacDonald and Alexey Kalinichenko, provides teens and their families with financial tools for today’s modern-day banking needs and helps people achieve financial independence and knowledge at an earlier age. The founding team has 50+ years in combined financial technology experience from companies like Gyft, First Data, Square, and Google. Step is backed by Coatue, Stripe, Crosslink Capital, and Collaborative Fund. Step’s financial products are powered by its bank partner Evolve Bank & Trust, Member FDIC and insured up to $250,000.

Stonehenge 51 is a 114-unit apartment building in the heart of midtown Manhattan. 

With its investment partners, Stonehenge owns and manages 2,800 apartments in New York City, representing 2.9 million square feet. The company provides investment management, property management, development, design, construction, leasing, and financing.

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Tornado is a platform that empowers the next generation of investors with educational resources on a mobile brokerage platform. Founded with the mission to help everyone become a better investor, Tornado is an educational and community-based platform that makes smart investing an engaging experience. Learn and Earn provides investors access to professionally vetted educational content, tailored by experience level. Tornado is a platform that empowers the next generation of investors with educational resources on a mobile brokerage platform. Founded with the mission to help everyone become a better investor, Tornado is an educational and community-based platform that makes smart investing an engaging experience. Learn and Earn provides investors access to professionally vetted educational content, tailored by experience level.

TruFusion offers a state-of-the-art facility—five studios under one roof—and a variety of classes: 240 per week in 65 different styles. A-Rod Corp acquired the TruFusion franchise development rights for 20 locations across Florida. Alex Rodriguez is a TruFusion board member and brand ambassador. Since the partnership began, A-Rod Corp has helped TruFusion significantly increase its membership and franchising activity.

In 2017, A-Rod Corp acquired the rights to develop UFC-branded fitness centers throughout Miami-Dade County. The UFC GYM brand represents the qualities that athletes strive for: strength, endurance, confidence, discipline, and respect. Started in 2009 via a partnership with UFC (Ultimate Fighting Championship), UFC GYM now has more than 150 fitness centers around the world, from Australia to India to the United Arab Emirates. The facilities offer a broad range of group fitness classes, private MMA training, personal and group dynamic training, and MMA-style youth programming.

Wave created the world’s first multi-channel virtual entertainment platform for live concerts. Founded by veterans of the tech and music industries, Wave collaborates with artists to transform them into digital avatars and cast them onto spectacular digital stages. Waves (the virtual concerts) take place on social and gaming platforms like YouTube, TikTok, Twitch, Roblox, and Facebook for audiences in the millions (based on the Weeknd’s recent show on TikTok which drew over 2M viewers). 

Weee! is a California-based online grocery delivery platform that offers Hispanic and Asian foods specialty products and everyday staples. The company specializes in the fields of eCommerce, grocery delivery, social commerce, retail, and Asian grocery. Weee! was founded in 2015 and is headquartered in Fremont, California.

Founded in 2013, Wheels Up has quickly grown to become the second-largest private aircraft operator in the U.S. behind NetJets. While NetJets members own shares of specific aircraft, Wheels Up operates like on-demand rental systems a la Zipcar. More than 9,000 members access over 1,500 aircraft plus high-end travel experiences via Wheels Up partnerships with Delta and various premium lifestyle brands. In 2020, Wheels Up added whole aircraft sales to its services.

Wunderkind helps online retailers, publishers, travel companies, and other digital marketers identify and track visitors to their websites—and then target communications that will lead to sales increases. Founded as BounceX in 2012, the fast-growing company changed its name to Wunderkind in 2020 to reflect a focus on individuality. Founder and CEO Ryan Urban is expanding the ways that Wunderkind helps clients be, as he says, “one-to-one instead of one-to-many” in their marketing.