If passion drives you, let reason hold the reigns.

We are a small team of ex-private equity, CEOs, marketers, researchers, developers, enthusiasts and friends.

We are obsessed with consumer experiences. The demands and expectations of todays consumers have never been higher, but so are the rewards for exceeding them. We specialize in leveraging our experience to help entrepreneurs bring their businesses to the forefront of the direct-to-consumer landscape. We utilize Fortune 500 type tools to help these businesses quickly harness the consumer loyalty, passion and enthusiasm which started it all in the first place.

We invest in, and consult for these enthusiast brands. Let's talk.

What We Do

We invest our time and our money alongside incredible entrepreneurs to help them build sustainable, market leading enterprises.

Featured

Capital & Liquidity

While not exciting, capital and liquidity is a big part of our job. Taking money off the table for entrepreneurs, or providing growth capital for growing businesses is a key piece of the value equation. Since it's our personal money, we do not take this lightly.

Strategy

Strategy is like a great defensive football team. Totally underappreciated, boring as hell, but wins championships. We're just fine with being boring.

Customer Experience

Investing in customer experience is investing in company culture. If you build a culture where you keep your promises to each other, and you keep your promises to your consumers - then you have built a customer experience that is long-lasting and sustainable.

Web Design and UX

We are specialists in the customer journey. We spend a lot of time, money and effort mapping out this arc and making sure that our online experiences are just as impactful as our offline ones.

Infrastructure and Controls

There is a reason why businesses who do it well stand out. It gives employees the freedom to be independent and self-managed and gives managers the confidence to spend time working on improving, rather than monitoring.

Product Development

Most small companies don't have the budget to create products and convince people of problems that they don't have. We have to be laser-focused on solving real pain points in the consumer journey, while also creating a sense of urgency around solving them.

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Targeted Markets

New Value is aggressively targeting the following categories on a proactive basis. These markets represent areas that we have done significant work and feel that we can add immediate value to most entrepreneurs and their businesses.

OVERLAND AUTOMOTIVE

NVC is no stranger to the automotve or outdoor industry. Overland is the perfect Venn diagram of the two. We invested in Owl in 2025, and are looking to aggressively add to that platform to help expand the access for adventurers.

WILDLAND FIRE & SAFETY

As investors and enthusiasts in both the bike and ski industry, we deeply feel the impact of wildland fire on the lives of people in high-risk areas, as well as the restriction to the activities we love. We want to help bring resources to this market to expand access.

HUMAN PERFORMANCE

With the rise of Peter Attia, Huberman, and the quant-self industry, we think there are real opportunities in testing and concierge services for elite athletes and performance-minded individuals that will eventually become table stakes.

Our Crew

Adam Raper

Adam has two great loves in his life: working and not working. From rolling up sleeves and doing massive web migrations, to multi-day strategy sessions and jedi-like consumer targeting, you can usually find Adam immersed in a months-long project of some sort. If you can't find him, he's probably outside on his bike, in the water or laughing uncontrollably with his 2 boys.
**Specialties:** Strategy, IT infrastructure, ecommerce, customer experience & loyalty
**Email:** adam (at) newvaluecapital.com

Staff-Portrait-Paul-b+w.jpg — Paul Lehman

Paul has been investing for over 30 years, and his experience has spanned both very large businesses (Camelback, Vitamin Shoppe) and very small businesses, (Venom Tactical). On either side of the spectrum, Paul brings financial, strategic and product-oriented savvy that resonates with entrepreneurs. Paul's passions extend from the bike to the plane, to his family and new dog.
**Specialties:** Uncanny calm through virtually every situation. Finance, budgeting and tax strategy. Product development and unrelenting tchotchke ideas.
**Email:** paul (at) newvaluecapital.com

NOELLE CHRISTENSEN

Noelle Christensen brings 25 years of Supply Chain and Leadership experience, with 17 years focused primarily on government contracting in the clothing and textile industry. Noelle’s professional journey is marked by leadership roles at Shawmut, Massif, and Musician’s Friend, where she led teams to innovate and expand in highly competitive markets. What is she doing here? She loves the outdoors and is passionate about a certain way to help businesses.
**Specialties:** The inner workings of the government contract machinery. Also - a sneaky good operator.
**Email:** noelle (at) newvaluecapital.com

DaNielle raper

Dani joined New Value in 2018, first as the curator of our drip coffee selection at Clive Coffee, and then later took over as the full time Director of Marketing for that brand. In 2019, She has also added Dynojet to her list of responsibilities - and is currently developing the content marketing plan for that business.
**Specialties:** Ruining people with to-do lists, project planning, SEO, UX and email marketing.
**Email:** dani (at) newvaluecapital.com