Baird Capital Backs New Vitality

New Vitality, a Farmingdale, N.Y.-based direct marketer of premium nutritional supplements and personal care products, has raised an undisclosed amount of private equity funding from Baird Capital Partners.


Baird Capital Partners (BCP), the U.S.-based buyout fund of Baird Private Equity, announced today it has led an investment in New Vitality, a leading direct marketer of premium nutritional supplements and personal care products, based in Farmingdale, NY. The funds will be used to further build the Company into a multi-product, multi-channel Direct-to-Consumer (“DTC”) business focused on the health and wellness market and to provide liquidity to current investors.  Management, RCP Advisors LLC, Jordan/Zalaznick Capital Partners Limited and Northstar Capital LLC co-invested in this transaction.  Fifth Third Bank provided the senior debt financing and Northstar Capital also provided the subordinated debt financing.

“We spent the last year conducting in depth market research on the wellness market and New Vitality’s platform is well-aligned with BCP’s strategic thesis, investment criteria and global resources,” said Gordon Pan, BCP Partner.  “We see significant opportunities for the Company to access untapped markets and channels. We look forward to working with management to position New Vitality for continued growth.”

Jonathan Greenhut, the founder and CEO of New Vitality, is excited about what the future holds. 

”I am very pleased to be partnering with BCP and believe they bring the experience and strategic relationships to further magnify the strong growth that we’ve seen over the last decade” said Greenhut.

As part of the transaction, BCP has also backed Jonathan Flicker to join New Vitality as President.  Flicker was previously Executive Vice President of Marketing for Guthy-Renker, one of the largest and most successful DTC businesses in the world.

”I am very pleased to be partnering with BCP and New Vitality,” said Flicker.  “I believe now is an opportune time to build a leading direct to consumer business through investments in additional products, new channels and by leveraging the existing New Vitality brand.”

In addition to Jonathan Greenhut, Jonathan Flicker and Gordon Pan, the New Vitality Board of Directors will include BCP Operating Partner Harry Schulman, former CEO of Applica, Inc., who will serve as non-executive Chairman.  Joe Perrotto, current CEO of CHP Holdings, Inc. and Robert Webb, CEO of OptumHealth Care Solutions, a division of United Healthcare, will also join the New Vitality Board of Directors. Imperial Capital LLC served as exclusive advisor to New Vitality.

About New Vitality

Since its foundation in 1993, New Vitality has been committed to the goal of helping people live longer and look better. As a leading direct marketer of premium nutritional supplements and personal care products, the Company has invested nearly $100 million to increase the awareness of the health benefits of its branded products. From its early success in long form radio advertising, New Vitality has successfully expanded across a range of direct-to-consumer channels, including short-form radio advertisements, the internet and direct mail. The Company is based in Farmingdale, NY.

About Baird Capital Partners

Baird Capital Partners, the U.S.-based buyout fund of Baird Private Equity, invests in lower middle-market companies in the business services, manufactured products and healthcare sectors. Established in 1989, Baird Capital Partners leverages its deep sector knowledge, experienced investment team and extensive operating resources to drive value in its portfolio companies. Baird Capital Partners is supported by operating resources in China (Beijing, Hong Kong, and Shanghai) and India (Bangalore), focused on facilitating and executing Asia sourcing, manufacturing and distribution strategies for Baird Capital Partners’ portfolio companies. For more information, please visit