Axum Capital Partners (Axum), a private equity firm focused on high-growth health and wellness-centric food and beverage brands, today announced an equity investment in VitaHustle (“Company”), a premium, better-for-you nutrition product line co-founded by Kevin Hart, and Ron “Boss” Everline.
The global health and wellness food and beverage market is on track to surpass $1 trillion over the next several years, with protein and functional nutrition among the fastest-growing sub-categories. The new partnership reflects Axum’s investment conviction in the sustained, structural shift toward healthier consumer consumption and the rise of scaled, performance-driven nutrition brands. VitaHustle is exceptionally well-positioned at the intersection of nutrition, performance, accessibility, and cultural relevance.
“Better-for-you food and beverage isn’t just a passing trend – it’s becoming a core part of how consumers think about their health and lifestyle,” said Muhsin Muhammad, co-founder of Axum and former NFL wide receiver for the Carolina Panthers and Chicago Bears. “As an athlete, I saw firsthand how nutrition impacts performance, recovery, and long-term health, which is why this space is deeply personal to me. We’re excited to tap into our network of industry experts, advisors, athletes, and cultural leaders to help accelerate VitaHustle’s growth.”
Founded with a mission to make premium, plant-based nutrition both effective and accessible, VitaHustle has built a loyal and growing consumer base grounded in authenticity, product quality, and alignment with everyday routine and overall wellness lifestyle.
VitaHustle selected Axum as a strategic investment partner based on the firm’s deep food and beverage expertise, sector focus, and the strength of its “Axum Edge” platform to support the company’s next phase of growth — from expanding brand awareness and consumer reach to strengthening operations and unlocking new market and revenue opportunities. The partnership, which received strong support from VitaHustle’s board, originated through Axum’s and VitaHustle’s mutual connectivity with the Company’s co-founders Kevin Hart and Ron “Boss” Everline.
“We’re excited to partner with Axum at this important stage of VitaHustle’s growth,” said James McPhail, CEO of VitaHustle. “This was about much more than capital — we wanted a partner that understands where the health and wellness market is headed and can help us scale thoughtfully and strategically. Axum’s deep experience in the category, combined with its ability to connect strategy, culture, and execution, made it the right fit as we continue expanding the platform and reaching more consumers.”
About Axum Capital Partners
Axum Capital Partners (Axum) is a Charlotte-based private equity firm focused on investing in health and wellness-oriented food and beverage brands. The firm partners with founder-led and growth-stage companies, combining deep sector expertise with strategic, operational, and cultural insights to help scale enduring consumer brands. Axum’s differentiated platform – it’s “Axum Edge” – leverages an extensive network across business, sports, entertainment, and consumer industries to support long-term value creation. For more information, visit www.axumcp.com.
About VitaHustle
VitaHustle®, co-founded by Kevin Hart and Ron “Boss” Everline, was built on a simple idea: daily nutrition shouldn’t be complicated. VitaHustle ONE replaces protein powders, greens drinks, and daily vitamins with one all-in-one shake — making it easier to get the nutrition you need every day.
Since launching, VitaHustle has quickly emerged as a fast-scaling brand, with more than 5 million shakes sold and thousands of 5-star reviews from customers who have made VitaHustle part of their daily routine. With more innovative products on the horizon, VitaHustle continues to redefine how people approach daily wellness.
Products are available online at Amazon, VitaHustle.com, QVC, and globally at iHerb.com.
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