North Castle Partners Backs Ignite USA

North Castle Partners has invested an undisclosed amount of growth capital into Ignite USA, a developer and marketer of reusable, environmentally friendly thermal mugs and hydration bottles.

PRESS RELEASE
North Castle
Partners and its co-investors announced today that they have completed an
investment of growth capital in Ignite USA, LLC (“Ignite”), a leading developer
and marketer of reusable, environmentally friendly thermal mugs and hydration
bottles. North Castle is a leading private equity firm focused on investments in
consumer-driven companies that promote Healthy, Active and Sustainable Living.
The terms of the investment, which is being made in partnership with CEO Sami
El-Saden, were not disclosed.

Through its Contigo and Avex brands, Ignite has successfully created a diverse
portfolio of innovative products that appeal to an extremely loyal and expanding
consumer base. Ignite has a strong global presence and currently sells its
products in over 50 countries across club, mass, sporting goods, specialty,
direct-to-consumer, and exclusive strategic partnerships.

“North Castle’s mission is to invest in companies that provide high quality,
innovative products which promote healthy and sustainable living,” said Alison
Minter, a North Castle Managing Director. “We intend to support the
acceleration of Ignite’s growth by leveraging our experience with
innovation-driven product businesses, such as Cascade Sports and Octane Fitness,
as well as companies with mass market distribution and channel expansion
experience, including Atkins Nutritional, Enzymatic Therapy, Flatout Flatbread,
Leiner Health Products, and Avalon Natural Brands. We are proud to welcome Sami
and the Ignite team into the North Castle family.”

“I am excited to partner with North Castle and to leverage North Castle’s
expertise and resources in building consumer product businesses and brands to
take our company to its next level,” said Sami El-Saden, CEO. “I was impressed
by their knowledge of the industry, their values and commitment to partnership,
and the expertise of their team in the areas of strategy and brand as we grow in
both the mass and specialty markets.”

“We are excited to partner with another impressive entrepreneur in the second
investment from our NCP V fund. We look forward to working with Sami and the
Ignite team in building a global leader in two of the fastest growing segments
of the housewares industry,” said Chip Baird, North Castle’s Managing Partner.

About North Castle Partners
North Castle Partners is a leading private equity firm focused on investments in
consumer-driven product and service businesses that promote Healthy, Active, and
Sustainable Living. North Castle is a hands-on, value-added investor in
high-growth, middle market companies in the (i) beauty & personal care, (ii)
consumer health, (iii) fitness, recreation & sports, (iv) home & leisure and (v)
nutrition sectors, among others. North Castle’s current portfolio includes such
well-known brands as Curves International, Palladio Beauty Group, Mineral
Fusion, Red Door Spas, Performance Bicycles, World Health, Octane Fitness, Ibex
Outdoor Clothing, and Flatout Flatbreads. Prior portfolio company holdings
include Atkins Nutritionals, Cascade Helmets, Bora-Bora Organic Foods,
gloProfessional, Equinox Fitness, EAS, Enzymatic Therapy, CRC Health Group,
Doctor’s Dermatologic Formula, Naked Juice Company, and Avalon Organics / Alba
Botanicals. North Castle and its operating executives and advisors partner with
management to bring a wide range of strategic and operational capabilities, as
well as an extensive knowledge base and network to build world-class companies.
North Castle is headquartered in Greenwich, CT. For more information, visit
www.northcastlepartners.com.

About Ignite
Ignite, a company with a passion for great products, is a global leader and
recognized innovator in two of the fastest growing segments of the housewares
industry: reusable, environmentally friendly thermal mugs and hydration bottles.
Through its Contigo and Avex brands, Ignite has successfully created a diverse
portfolio of innovative products that appeal to an extremely loyal and expanding
consumer base. Ignite has a strong global presence and currently sells its
products in over 50 countries across club, mass, sporting goods, specialty,
direct-to-consumer, and exclusive strategic partnerships. Ignite is
headquartered in Chicago, Il.