3 Family Offices Investing in Fitness & Health Companies

Family offices are taking a more hands-on approach than ever, fueling growth through direct investments across emerging sectors. Leveraging insights from FINTRX, the leading AI-powered wealth intelligence platform that tracks thousands of deals made by 4,000+ family offices worldwide, we spotlight three making strategic investments in the fitness and health space.

1. Martin Ventures (Charlie Martin Family Office)

Founded in 2009, Martin Ventures is a Nashville-based single-family office managing the wealth of Charlie Martin, a leading figure in the healthcare industry. Martin began his career in 1980 by launching General Care Corp, a nursing home operator later sold to HCA for $78 million. He went on to serve as Executive Vice President of HCA, leading its M&A group, and later co-founded HealthTrust, Inc., which owned more than 100 hospitals. In the late 1990s, Martin acquired Republic Health, a hospital chain that ultimately sold for $1.7 billion.

Today, Martin Ventures focuses primarily on healthcare and biotechnology, with additional investments across technology, fitness, and business services. The firm targets growth-stage companies seeking both capital and strategic partnerships, investing through early-stage, venture, and real estate allocations.

Notable direct investments include:

• Ovia Health (2015, 2020) – a Boston-based maternity and family benefits platform serving employers and health plans. Ovia has supported over 10 million families, improving outcomes while helping organizations reduce healthcare costs.

• Zest Health (2015) – a consumer-focused mobile platform that personalizes healthcare navigation and helps members get the most from their benefits.

Martin Ventures typically invests $1M–$3M in companies with $2M+ in annual recurring revenue and strong growth trajectories. The firm favors healthcare companies leveraging technology but avoids medical devices or biotech requiring regulatory approval. Frequent co-investors include Nashville Capital Network, Providence Capital, and Heritage Group.

2. Breakaway Ventures (Dennis Baldwin Family Office)

Founded in 2006, Breakaway Ventures is a Boston-based single-family office serving as the direct investment arm of Dennis Baldwin. Baldwin built his wealth through a multifaceted career as a consultant, private investor, and as Chief Marketing Officer of Reebok from 1995 to 2006, where he played a key role in the company’s $4 billion sale to Adidas.

Deeply rooted in the Boston community, Baldwin and his family are active philanthropists, having served as trustees for both the Fireman Family Foundation and The Rivers School in Weston, MA. Baldwin has also held a board position with Team IMPACT, a nonprofit supporting children with chronic and life-threatening illnesses.

Breakaway Ventures invests in emerging companies across diverse sectors, including food and beverage, personal care, beauty, education, retail, apparel, sports, fitness, and outdoor recreation. The firm typically targets companies generating more than $2 million in revenue and seeking growth capital.

In 2012 and 2013, Breakaway Ventures directly invested in CoachUp, a platform connecting athletes with private coaches nationwide. In 2016, the firm backed EverybodyFights, a boxing-inspired fitness brand offering a five-part training series that mirrors a professional boxer’s camp, from conditioning to recovery. 

3. A-Rod Corp (Rodriguez Single Family Office)

Established in 2003, A-Rod Corp is a Coral Gables, Florida-based single-family office that serves as the investment vehicle for its founder and CEO, Alex Rodriguez. Best known for his legendary 22-year Major League Baseball career as a 14-time All-Star, Rodriguez began his investment journey modestly in 2003 with the purchase of a single duplex.

Today, A-Rod Corp manages both internal and external capital and employs more than 500 professionals. The firm follows an opportunistic, flexible investment strategy focused on opportunities across media and entertainment, consumer goods, sports, fitness, and wellness. In addition to its broad investment portfolio, A-Rod Corp is active in real estate investment and development, spanning residential, commercial, and mixed-use properties.

The firm also participates in venture capital, private equity, and direct investments. Notably, in February 2019, A-Rod Corp directly invested in TruFusion, an innovative group fitness studio offering more than 200 unique fusion workouts each week—from Hot Pilates and Tru Kettlebell to Barefoot Bootcamp and YinFused. TruFusion also provides healthy food, beverages, and fitness apparel, creating a comprehensive wellness ecosystem.

In May 2019, the firm invested in Sarva, India’s leading yoga and wellness platform dedicated to holistic mind-body transformation. Sarva offers 25 distinct yoga styles and personalized training sessions to create a tailored wellness experience. In September 2019, A-Rod Corp backed Fitplan, a mobile fitness app delivering on-demand video workouts led by professional athletes and celebrity trainers. Users can choose between subscription-based plans or access free one-day workouts from anywhere. A-Rod Corp continues to build on its founder’s passion for performance, discipline, and growth, translating the mindset of a professional athlete into a dynamic investment philosophy across sectors.

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