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Finance

Bruin Capital acquires majority interest in hospitality firm Proof of the Pudding

Featured image credit: Ugadawgs12/CC BY-SA 4.0/Edited for size

Investment and operating company Bruin Capital has acquired a majority interest in catering, food service and events company Proof of the Pudding.

Atlanta-headquartered Proof specialises in venue and food service management, catering, hospitality and event production. It has a global workforce of over 1,700 and works with over 100 off-site locations and venues, overseeing over 20,000 events and experiences annually.

Proof’s portfolio includes eight major college football stadiums and athletics departments, such as the University of Georgia (pictured), Duke and Auburn University.

The company’s clients also include large-scale professional golf tournaments such as the Players Championship and the Tour Championship, as well as professional motorsport tracks such as Road Atlanta.

Bruin Capital said its investment in Proof is built on a common vision that premium hospitality experiences have high growth potential and are “intrinsic” to the exploding consumer interest in “memorable experiences versus monetary goods”.

Adam Noyes, Proof chief executive, said: “This is an incredibly meaningful opportunity for Proof, and I am thrilled to partner with Bruin Capital. The team understands our business model, and with Bruin’s global reach, relationships, and track record, we’re set up to capitalise on a massive opportunity.”

George Pyne, Bruin Capital founder and chief executive, added: “When you think about it, running premium catering and experiences for venues and organisations essentially means you’re in charge of the brand and customer experience.

“Proof has the trust of iconic venues and institutions to serve as their brand steward and deliver the highest standards of excellence. It’s an extremely well-run organisation under Adam’s leadership, and we’re excited to help the company realise its immense potential. We think Proof will lead the movement to give consumers valuable, memory-filled experiences.”

Bruin Capital’s global portfolio also includes sports marketing agency Two Circles, betting affiliate and gaming company OddsChecker, media technology and rights company TGI Sport, sports training and technology company Full Swing, CPG brand strategy and design company Soulsight, and sports and entertainment experiential marketing firm Engine Shop.