Here is below the logos of LEAD’s portfolio startups:
Source: LEAD
LEAD is a global venture corporation dedicated to enhancing lives through sports and health tech. With a family of funds investing across all stages of venture and a cutting-edge advisory division, we have expanded on the traditional Venture Capital model. We are a leading collective of global investors, innovators, and athletes, joining forces to make meaningful progress, one idea at a time. Originally inspired by Adi Dassler and the entrepreneurial spirit he embodied, LEAD launched in Berlin in 2017. We were founded with the belief that greater investment in sports technology was on the horizon, so we built an academy to accelerate early-stage start-ups in the space. LEAD soon grew beyond an accelerator, becoming a collective of investors, advisors, and innovators who expanded their focus upon recognizing that the line between sports and health was blurring. Today, LEAD is a venture corporation with 70+ portfolio companies, $120M in assets under management, and a strategic advisory arm supporting global organizations.
This week, we interviewed Thomas Rudy, the chief investment officer at LEAD, a leading sports and health tech venture corporation. We discussed his background, investment thesis, his area of focus, and what he is typically looking for when investing in startups. He also gave us his advice to raise money and to start a career in sports investment.
Here are some of the best quotes of our interview with Thomas:
Q1. Can you please tell me about your background?
“I started my career as an investment banker at Citigroup, where I was fortunate enough to get assigned to the sports group. That role opened doors to work on sports M&A transactions, helping team owners buy and sell professional sports franchises. Over time, I gained exposure to high-stakes negotiations, global markets, and strategic decision-making, which fueled my passion for the business side of sports.”
“In 2017, I founded White Rock, a boutique advisory firm specializing in sports, media, and entertainment. It allowed me to work closely with sovereign wealth funds and ministries of sports on iconic events like the Olympics and FIFA World Cups, gaining a deep understanding of the global sports ecosystem.”
Q2. Can you please tell me about LEAD?
“LEAD stands for the legacy of Adi Dassler, the founder of Adidas, and it embodies his vision of creating impactful businesses in sports. The fund was established in 2017 by his grandchildren, and our mission is to support entrepreneurs shaping the future of sports and health tech.”
“We’ve invested in about 70 companies globally, spanning pre-seed to growth-stage startups, with a strong presence in North America (50%) and Europe (30%). Our investments align with trends that merge sports, media, and health, ensuring that our portfolio reflects where the industry is headed.”
Q3. What is your sports tech investment philosophy?
“At LEAD, we look at the intersection of sports and health because this approach broadens the addressable market for our portfolio companies. For example, a wearable device that starts in sports might later evolve into an FDA-approved medical device, which opens up opportunities in healthcare.”
“Our CEO often talks about identifying the ‘zeitgeist,’ or the spirit of the times. We believe sports tech is no longer just about performance; it’s increasingly linked to broader human health and wellness trends. Companies like Apple exemplify this shift, with products like the Apple Watch being marketed as much for fitness as for health monitoring.”
Q4. What are the things you are looking for when deciding to invest in a new startup?
“We review around 1,500 companies a year and invest in only 20–30. Our proprietary scorecard evaluates startups on metrics like team quality, intellectual property, competitive advantage, and scalability.”
“For early-stage startups, the founding team is the most critical factor. We ask ourselves: does the team have the passion, resilience, and vision to navigate the challenges of building a business?”
“Ultimately, we’re looking for businesses that are scalable and have a clear path to delivering strong returns for shareholders. Our investment approach combines the creativity of venture capital with the rigor of investment banking.”
Q5. What advice would you give to anyone looking to start a career in sports tech investment?
“One of the most important traits for success in sports tech investment is self-motivation. We look for individuals who are proactive, who can identify opportunities, and who focus on solutions rather than problems.”
“If you’re just starting, reach out to your local sports teams or professionals on platforms like LinkedIn. Ask for informational interviews or opportunities to learn. Showing initiative and passion can open doors.”
“Above all, have a genuine passion for sports. This industry is fast-moving and competitive, but it’s also incredibly rewarding if you’re excited about what you do and the impact you can have.”
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