Intrepid Advises JOCKO FUEL, a Disruptive Provider of Sports Nutrition Products, on its $30 Million Minority Investment from Goode Partners

Intrepid announced that it acted as the exclusive financial advisor to JOCKO FUEL, a fast-growing provider of premium sports nutrition, dietary supplements, and consumable energy products, on its $30 million minority investment from New York-based private equity firm Goode Partners.

JOCKO FUEL was established in 2017 by decorated Navy SEAL, Jocko Willink, and CEO, Pete Roberts, after identifying a gap in the market for clean nutrition. Since leaving the Navy, Jocko has attracted millions of followers with his message of self-improvement through discipline disseminated through his many best-selling books, top-ranked podcasts, and regular appearances on cable news. JOCKO FUEL serves consumers who embrace Jocko’s fitness-driven pursuit of self-improvement with a broad offering of nutritious products including low-calorie energy drinks, MÖLK protein powders, and supplements. Currently, JOCKO FUEL’s omni-channel approach includes direct-to-consumer through its own website, Amazon, and key retail partners, including Vitamin Shoppe, WaWa, and others.

The management team is led by Pete Roberts, Co-Founder and Chief Executive Officer, who is supported by Brian Littlefield, Co-Founder and Chief Product Officer, Joe Masciantonio, Chief Revenue Officer, and Don Miller, Chief Financial Officer.

“Our customers are people that want to be smarter, stronger, faster, and better. That means just about every person on the planet. We have been making products that have helped countless people improve all aspects of their lives,” explains Jocko Willink. “Dave and the team at Goode Partners will give us the ability to grow our product line, refine our logistics, and reach people that need our products, but who haven’t heard of us yet. This partnership gives us the resources to ensure that everyone in the world has access to the incredible benefits of JOCKO FUEL.”

“Intrepid played a crucial role in helping us navigate the sale process, advising on key strategic decisions and helping connect us to the perfect partner, enabling us to accelerate our growth as a company,” said Pete Roberts, Co-Founder and CEO of JOCKO FUEL. “Intrepid clearly understood our brand and vision and was a critical piece in finding the ideal partner in Goode.”

“We are extremely impressed by the disruptive, hyper-growth brand that Pete, Jocko, and the team have created,” said Marvin Padilla, Managing Director and Head of the Lifestyle Brands practice at Intrepid. “The team has done an incredible job addressing the growing demand for clean energy and nutrition. Goode is the perfect partner to help grow JOCKO FUEL given its cultural alignment and experience with high-growth consumer brands. We’re excited to see all the opportunities that lie ahead.”

“It was a real pleasure helping the JOCKO FUEL team achieve their objectives,” said Brian Levin, Director at Intrepid. “The Company’s mission-oriented message has attracted an incredibly passionate and loyal following. The partnership with Goode will enable the company to reach even greater heights as it leverages Goode’s brand expertise, while continuing its online growth and retail expansion.”


About Intrepid’s Lifestyle Brands Practice

Intrepid’s Lifestyle Brands practice combines decades of experience assisting businesses with passion driven consumer brands across categories including apparel, accessories, footwear, and retail with expert execution in various transaction types, including capital raises, mergers, acquisitions and divestitures. We maintain deep relationships with strategic acquirers, private equity investors and leading executives active in the industry.