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Will Ventures employs a research-backed, thesis-driven approach to investing in category-defining businesses in the sports, entertainment, and consumer industries. The firm focuses on two primary verticals: human performance (consumer healthcare, fitness, nutrition, telehealth) and media & entertainment (esports, gaming, mixed reality, streaming, advertising technology). Their investment philosophy centers on identifying innovations tested in elite sports that can scale into massive adjacent markets beyond traditional sports. The firm leverages relationships with leagues, agencies, and a community of athlete backers to provide portfolio companies with brand exposure, early adopter traction, and promotional support. They invest in high-growth technology and consumer businesses that benefit from sports relationships, targeting 20 to 25 companies per fund with an average round size of approximately $8 million.
Notable quotes
“We have a research-backed, thesis-driven approach to this perceived niche market—sports—broadly defined as a way to open up massive adjacencies.”
“We saw how sports could be such an interesting proving ground for new technologies and products. More broadly, the changes that were happening in health, wellness and health care were being proven out by elite athletes whose body is their business and who are logical early adopters.”
“We're working hard to redefine what it means to be a sports-centric investor, because we aren't investing in traditional sports and media businesses. We're investing in high-growth technology and consumer businesses that would benefit from those relationships we have within sports and fitness.”
Team
Recent investments
| Company | Round | Size | Date |
|---|---|---|---|
| Devotion Club | Seed | $3m | 2026-03 |
| Broadway Street | Seed | $3m | 2026-02 |
| BetHog | Series A | — | 2025-11 |
| Birches Health | Series A | $20m | 2025-09 |
| Jump | Series A | $23m | 2025-08 |
| Fanstake | Seed | $3m | 2024-11 |
| Allstacks | Series A | $10m | 2024-08 |
| YOUTH | Seed | $5m | 2024-05 |
| Candy Digital | unknown | — | — |
| Just Women's Sports | unknown | — | — |
Frequent co-investors
| VC firm | Deals together |
|---|---|
| Seven Seven Six | 2 |
| Courtside Ventures | 2 |
| AlleyCorp | 1 |
| RockawayX | 1 |
| 359 Capital | 1 |
| Founders Fund | 1 |
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