Ownership in brands that shape culture.
EquityGen connects influential talent in sport and entertainment with established private equity and venture capital firms backing the next generation of consumer brands.
Ownership that outlasts the spotlight
Careers in the public eye can be short, and endorsements are usually paid with a one-off fee. The brands those careers help build can last for decades. We started EquityGen so that the people who give brands their profile can invest in that growth too. Equity for this generation, with the next one in mind.
The firm leads. You decide your role.
At its core, private equity is about backing businesses with potential, helping them grow and building their value over time.
The firm chooses which brands to invest in, carefully assessing each business and its opportunities for growth. It then works alongside the management team to help the business move forward, from entering new markets to building stronger teams and improving performance.
After several years, the firm will typically sell its stake to another investor or a larger business. Until then, the money invested is committed for the long term.
As the brands develop, there may be opportunities for you to support their growth through your profile and audience. These collaborations sit separately from the investment itself, and whether you get involved is always up to you.
- 1
We get to know you
It starts with a conversation. Before sharing any opportunity, we check that you qualify to invest.
- 2
We make the introduction
You meet the firm and hear its plans first-hand. If a place is offered, we arrange your participation. Places are never guaranteed.
- 3
We stay with you
The firm reports on progress regularly. We remain your point of contact for as long as you are invested.
Bringing the right people together
Meet people beyond your usual network
We connect you with well-known individuals who may qualify to invest alongside you and could support the brands you back. You keep full control of every deal.
Meet the firms behind the brands
Whatever your field, we explain how it all works, in plain English and at your pace.
Working for a client?
We work with agents, family offices and wealth managers, and keep you involved throughout. We do not give investment advice, and encourage every client to take independent advice.
Start a conversation
Tell us a little about yourself, or about the client you represent.
Email enquiries@equitygen.co.uk
Every conversation is treated in confidence.
Privacy notice
Last updated: 28 October 2026
Who we are
This notice explains how EquityGen Holdings Ltd (company no. 17548149), registered office 222 Leigham Court Road, London SW16 2RB ("EquityGen", "we", "us") uses personal information collected through this website and when you contact us. We are the controller of that information. You can contact us at enquiries@equitygen.co.uk.
What we collect
- Your name, email address and anything you choose to include in a message, whether through our contact form or by email.
- If you contact us on behalf of a client, the details you share about them.
- Basic technical information, such as your IP address and browser type, which our hosting provider records to deliver and protect the site.
Please do not send sensitive information, such as health details or bank details, through this website.
How we use it, and why
- To reply to your enquiry and arrange any follow-up conversation (our legitimate interest in responding to people who contact us).
- To keep a record of our communications and meet our legal and regulatory obligations (legal obligation and legitimate interests).
- To keep this website secure and working properly (legitimate interests).
Who we share it with
We do not sell your information. We will not pass your details to any investment firm or other third party without your separate, explicit permission.
We use trusted service providers who handle information on our behalf and only on our instructions: Netlify (website hosting and contact form) and Microsoft (email). We may also share information with our professional advisers, with any regulated firm responsible for our activities, or where the law requires it.
International transfers
Some of our service providers may process information outside the UK, including in the United States. Where they do, we rely on UK adequacy regulations or the UK International Data Transfer Agreement or Addendum to protect it.
How long we keep it
We keep enquiry correspondence for up to two years after our last contact with you. If you go on to work with us, we keep records for as long as the law and regulatory rules require.
Your rights
You can ask us to give you a copy of your information, correct it, delete it, restrict or object to how we use it, or transfer it to someone else. To do so, email enquiries@equitygen.co.uk. We will respond within one month.
If you are unhappy with how we handle your information, you can complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113. We would appreciate the chance to address your concerns first.
Changes
We may update this notice from time to time. The latest version will always be on this page.
Cookie notice
Last updated: 28 October 2026
Our use of cookies
Cookies are small files that websites store on your device. This website does not use cookies for analytics, advertising or tracking, and we do not set any cookies when you visit.
Fonts
Our pages load typefaces from Google Fonts. To do this, your browser connects to Google's servers, which receive your IP address. Google's own privacy policy applies to that connection.
Hosting
Our hosting provider, Netlify, may use strictly necessary technical measures to deliver and protect the site. These do not track you across other websites.
Changes
If we ever add analytics or other non-essential cookies, we will update this notice and ask for your consent before setting them. Questions? Email enquiries@equitygen.co.uk.
Terms of use
Last updated: 28 October 2026
About these terms
This website is operated by EquityGen Holdings Ltd (company no. 17548149), registered office 222 Leigham Court Road, London SW16 2RB. By using it, you accept these terms. If you do not accept them, please do not use the website.
Information only
The content of this website is for general information only. It is not an offer, invitation or recommendation to buy or sell any investment, and it is not investment, legal, tax or other advice. Any investment opportunity is made available only to people who qualify under the applicable rules, and only through the documents of the firm offering it.
Private investments are high risk and illiquid. You could lose all the money you invest. You should take independent advice before making any investment decision.
Who this website is for
This website is not directed at anyone in a country where its publication or use would be unlawful. It is your responsibility to make sure that you may lawfully access it where you are.
Accuracy
We take care to keep this website accurate and up to date, but we do not guarantee that it is complete, accurate or always available. We may change or remove content at any time without notice.
Intellectual property
The content, design and EquityGen name and logo on this website belong to us or are used with permission. You may view and print pages for your own personal use, but you may not copy, adapt or republish them without our written consent.
Links to other websites
Any links to other websites are provided for convenience only. We are not responsible for their content.
Our liability
Nothing in these terms limits or excludes any liability that cannot be limited or excluded by law. Subject to that, we are not liable for any loss arising from your use of, or reliance on, this website.
Law
These terms are governed by the law of England and Wales, and the courts of England and Wales have exclusive jurisdiction.
Contact
Questions about these terms? Email enquiries@equitygen.co.uk.