Active Partners evolved from a single-family office that backed early Soho House, Rapha, and LEON into a dual-fund strategy running both an early-stage UK consumer fund (£200k–£1m cheques) and a growth fund making only 2–4 investments per year of £3–15m with board seats and intensive founder partnerships. They explicitly focus on category-redefining brands across the entire consumer landscape where consumers should think of their portfolio companies first at purchasing crossroads, using structured post-investment exercises to sharpen brand purpose and systematically measuring brand love through metrics like NPS, granular review analysis, and repeat purchasing patterns rather than just CAC/LTV.