Anne Mahlum, Jay Siano Launch Fitness & Wellness Advisory Firm

Solidore founder Anne Mahlum’s next chapter will include supporting young-but-established fitness and wellness brands with expert guidance and potential financial backing

Solidcore founder Anne Mahlum and wellness real estate pro Jay Siano have launched a new advisory firm catering to health, beauty, fitness and wellness brands.

The new venture, A. Jaybird , works with companies with at least three existing locations or $2.5M in annual revenue and assists brands through all business phases from start-up to exit.

“From Solidcore’s founder to CEO to executive chairwoman, I understand every facet of creating, scaling and selling a nationwide fitness company,” Mahlum said. “We started A. Jaybird because we want to see other entrepreneurs focused on consumer health and wellness win and achieve extraordinary success.”

The fitness entrepreneur sold the Pilates-inspired brand in early 2023 for nearly $90 million. Last month, Reuters reported that the rapidly expanding Solidcore is mulling a possible sale that could value the brand at over $750 million, including debt.

While the firm will focus on guidance, a spokesperson tells Athletech News that A. Jaybird may participate in investing if there is a fit.

Mahlum most recently invested $500,000 in herbal medicine brand Apothékary , a testament to her belief in healthy living. She’s bullish on longevity and is particularly interested in alcohol-free products that support optimal health — thoughts she shared in a wide-ranging interview with ATN in April.

“Investing in Apothékary is not just a financial decision for me; it’s a commitment to supporting innovation and empowering entrepreneurs who are reshaping industries,” Mahlum said of the deal.

She’s also invested in The Athletic Clubs, a New York-based group fitness startup and Ice Barrel , a maker of ice bath tubs for cold water therapy.

Just as Mahlum has mastered the fitness and wellness space, Siano played a key role in scaling Soldicore beyond its D.C. area roots. He is also the co-founder of Sabre Real Estate Advisors.

“With decades of spearheading real estate programs for some of the world’s foremost brick-and-mortar brands, I am fortunate to have an unrivaled understanding of the entire process pivotal to achieving unparalleled corporate growth,” Siano remarked, adding that when Mahlum approached him to combine their expertise, he didn’t have to think twice.

“This new venture with A. Jaybird goes hand in hand with Sabre’s national real estate platform that has played a critical role in the success of scaling many elite brands across the country,” Siano said.

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