About
We work in the business; not only on it, day one.
Sethica Ventures is an operating team, not a fund. We acquire founder-run businesses — in health and wellness and well beyond it — and we run them ourselves, providing the expertise, systems, and hands-on leadership a company needs to reach its next level.
How we operate
Most firms buy a business and then manage it from a distance. They add a seat on the board, ask for a monthly package, and measure the company against a model built before they ever walked the floor.
We do the opposite. We buy founder-operated businesses and step in as the operating team. When we acquired Comm-Fit in 2019, our CEO became Comm-Fit’s CEO — accountable for the P&L, the team, and the customers from day one. That is the pattern, and it is the job: not something we outsource to a portfolio-operations group.
We de-risk and formalize.
A founder-run business is often a great business wrapped around one person. We change that. We put in systems, reporting, process, and a real management layer, so the company is durable and transferable — no longer a bet on a single owner staying in a single chair. That is what makes it worth more, and easier to sell.
We grow the top line.
De-risking protects value; selling more creates it. Everything we do points at sales — new customers, new channels, new markets. It is the discipline our CEO used to scale a prior company to $100 million in revenue and seven-fold profitability, and it is the engine behind every outcome since.
We build as readily as we buy.
Two of our four companies did not exist before we started them. In 2020 we launched FloWellness to meet a surge in demand for hygiene in fitness facilities; in 2021 we launched Fuzion Athletic Surfaces to serve flooring demand we were already meeting for customers. Operating inside an industry is how you see those openings early.
We know when to sell.
Operating well includes recognizing when a business belongs somewhere else. We acquired Pasadena Sporting Goods in 2022 and sold it to BSN Sports in 2024 — a good outcome for the business, its people, and its customers — then sold the facility in 2025 and redeployed the proceeds.
The team a capital partner can back.
Because the playbook lives in how we operate rather than what we sell, it travels. Our customers have ranged from real estate developers and multifamily operators to municipalities, colleges, and universities — the model and the suppliers change with them, and the result holds. It is also why we work alongside capital partners: we are the operating team that makes a founder-dependent deal investable, and we put our own capital in beside theirs.
Our thesis
Our roots are in health and wellness. Our playbook isn’t.
We know fitness, sport, athletic infrastructure, and sanitation better than anyone — it is where we have operated for years. But the method that de-risks and grows those businesses is not sector-specific. The customer changes, the model changes, the suppliers change. We still find a way to win.
- Real estate developers
- Multifamily management
- Municipalities
- Colleges & universities
What we buy
A short list, honestly held.
We care more about the situation than the sector. We are open to family-owned businesses, management-led buyouts, owners planning a transition — and capital partners weighing a deal that needs an operating team.
The situation
Founder-operated
Businesses shaped by their founder and ready for a professional operating layer. Owner transitions, family businesses, and management buyouts.
The upside
Room to grow sales
A real customer base and a product that works, where focused selling and new markets can move the top line.
The sector
Rooted in health & wellness
Where we have the deepest operating experience — though the playbook has proven it travels well beyond it.
The partnership
We co-invest
We put our own capital to work alongside founders and capital partners. Skin in the game, every time.
Team
The people who show up.
Operators with backgrounds in scaling companies, running P&Ls, and building brands.
SG
Seth Gordon
Chief Executive Officer
Seth leads acquisitions, sales, and marketing across the portfolio, and has run companies through every stage of scaling. He was CEO of Comm-Fit Holdings LLC and of Signature Systems Group, where he grew sales to $100 million and increased profitability seven-fold. He holds a BS in Sports Management from the University of Texas at Austin, with further leadership studies at Michigan, NYU, and the New York School of Finance.
Dallas, TX
JT
Jessica Tugender
Senior Vice President
Jessica has more than 20 years of marketing experience across health, wellness, e-commerce, and hospitality. She was a senior leader at Pasadena Sporting Goods and founded the e-commerce brand Encore Active. Earlier in her career she developed global strategies for Westin and Sheraton Hotels at Starwood. She graduated magna cum laude from Boston University’s College of Communication.
Dallas, TX
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