Norwest Equity Partners Expands Active Lifestyle Investment Platform with Wahoo Fitness

  • Wahoo Fitness broadens NEP’s active lifestyle investment platform to include fitness technology and consumer products
  • NEP’s founder-owned investment experience and dedicated operating partner resources will be leveraged for multi-pronged growth strategy
  • Investment capital will be used for product portfolio expansion and strategic investments

Minneapolis, Minnesota – Norwest Equity Partners (NEP), a leading middle market investment firm founded in 1961, has made a significant investment in Wahoo Fitness, (Wahoo or the Company), an innovative technology-focused fitness company that specializes in smart training products such as indoor bike trainers, GPS bike computers, apps and sensors for cyclists, runners, and fitness enthusiasts. The transaction closed on June 30, 2018; financial terms were not disclosed.

Founded in 2010 by CEO Chip Hawkins, Wahoo has grown to be the brand of choice for passionate endurance enthusiasts who want to enhance their experience with a straightforward, yet powerful ecosystem of connected devices for training, competing, and simplifying exercise. Today, Wahoo’s portfolio of products includes the KICKR family of Indoor Cycling Trainers, the ELEMNT family of Cycling Computers, and the TICKR family of Heart Rate Monitors. They are sold in over 50 countries through leading retailers as well as through the Company’s own direct-to-consumer website, The Wahoo brand is known for innovation, quality, and performance, attracting elite athletes around the world, including 5-time Tour de France winner – Team Sky, 2-time Ironman Champion – Jan Frodeno, and current UCI world champion cyclist – Peter Sagan of Team Bora-Hansgrohe.

Tim DeVries, NEP Managing Partner, stated, “Wahoo represents a highly reputable brand in the evolving fitness technology space through its ecosystem of category-leading products. Chip Hawkins and his team have generated impressive growth during Wahoo’s short history, and their work has positioned the Company for continued growth not only within its current offerings but also through additional products and channels in the near future. NEP is fortunate to partner with the Wahoo team, and we view this opportunity as a great fit with our active lifestyle investment platform.”

NEP’s investment marks the first time Wahoo has partnered with an institutional investor. “We are excited to work with an investment partner like NEP,” stated Chip Hawkins, Wahoo Founder & CEO. “Our partnership with NEP is a direct reflection of the success we have built to date, and we are excited for the opportunities that lie ahead with their team by our side. We are confident our partnership with NEP will help us achieve our next phase of growth.”

In addition to extensive experience partnering with founder-owned businesses, NEP has built a broad active lifestyle portfolio through focused industry investments, including Life Time Fitness, Movati Athletic, The Edge Fitness, Christy Sports, and Bowtech. As part of NEP’s breadth of resources, Wahoo will work closely with Mike Gerend and Mark Thom, NEP dedicated operating partners and active lifestyle industry veterans, who bring relevant experience across fitness, consumer, and technology companies. In addition to helping source and evaluate investment opportunities for NEP, Gerend and Thom play an active role in strategic planning, business growth, and corporate governance for portfolio companies.

Thom, shared, “Wahoo has always been a creative force at the center of where fitness and technology collide and they are only just getting started. NEP is excited to partner with Wahoo’s team of passionate Wahooligans – cycling, running, and triathlon enthusiasts who love the Wahoo brand – to help shape strategy and accelerate the global growth of the business.”

Following the transaction, Wahoo announced multiple new product releases, including a new version of the iconic KICKR Smart Trainer that is more powerful and virtually silent, the new wheel-off KICKR CORE Smart Trainer, and the all-new KICKR HEADWIND, an innovative smart fan product that connects to the Wahoo KICKR and sensors and delivers a powerful, realistic headwind up to 30 mph.

Baird advised Wahoo on the transaction, and Winston & Strawn provided legal services for NEP.

Wahoo is headquartered in Atlanta, Georgia and employs over 100 people. More information can be found on and