SSG Capital Advisors served as the investment banker to Precision Nutrition, Inc. in the sale of substantially all assets to an affiliate of Palm Ventures, LLC. The transaction closed in July 2025.

Headquartered in Ontario, Canada, Precision Nutrition is the market leader in nutrition coaching certifications and software for fitness and wellness professionals throughout North America, Australia, and Europe. The Company enables health and wellness professionals to provide life-changing nutrition coaching services to clients.

Despite realizing meaningful success over its 20+ year history, the Company began to face liquidity constraints following the COVID-19 pandemic and ensuing closure of fitness facilities around the world. In an effort to recapitalize the Company’s balance sheet and identify capital for growth, Precision Nutrition sought a new strategic or financial partner that could support ongoing operations and the Company’s strategic mission of providing market leading solutions to fitness and wellness professionals.

SSG was retained by Precision Nutrition earlier this year to explore strategic alternatives, including a sale of the business. SSG conducted a comprehensive marketing process that attracted interest from strategic and financial investors which engaged in a thorough review of the business. The Company received offers from multiple parties and ultimately pursued a sale to an affiliate of Palm Ventures. SSG’s experience in the education, healthcare, and technology industries and ability to manage complex transactions with cross-border implications allowed the Company to maximize value, preserve jobs, and position the business for growth under new ownership.
 
Palm Ventures is a single-family office investment firm located in Greenwich, Connecticut. The company has a 30-year track record of investing across various industries, including education, manufacturing, financial institutions, technology, healthcare, digital assets, and business services. 

Other professionals who worked on the transaction include:

• Lee Nicholson and Ryan Johnson of Stikeman Elliott LLP, co-counsel to Precision Nutrition, Inc.;
• Nathaniel Amory and Pat Argenio of Latham & Watkins LLP, co-counsel to Precision Nutrition, Inc.
• Rachel L. Wolock and Lisa S. Corne of Dickinson Wright PLLC / LLP, counsel to the secured lenders;
• Kevin R. West and Andrea Hill of SkyLaw Professional Corporation, co-counsel to Palm Ventures, LLC; and 
• Jeff Sulman of Optimal Counsel LLP, co-counsel to Palm Ventures, LLC.