01About
The early-stage VC fund for sport and human performance.
Full Potential Capital is a 7.5M EUR closed-end venture fund based in Stockholm, Sweden, investing pre-seed to Series A in SportsTech and Human Performance startups across the Nordics and Europe. The fund is built and run by operators, investors and professional athletes with deep networks into federations, clubs, coaches, athletes and sponsors.
02What it is
A focused fund, not a generalist.
Full Potential Capital is a 10-year closed-end venture fund of 7.5M EUR, targeting approximately 15 portfolio companies from pre-seed to Series A. Initial check sizes range from €50k exploratory tickets up to ~€800k Series A follow-ons, with a disciplined reserve strategy for breakout companies.
The fund is complemented by Full Potential Collective, an evergreen sidecar vehicle exclusive to fund investors, used for Sports IP, teams and adjacent assets alongside the main fund.
03Why it exists
Sport is going through a technology shift.
Global sport, fitness and wellness is a multi-trillion-dollar category undergoing rapid digital transformation. Fans expect interactive media, athletes expect data-driven training, and consumers expect preventive health to be built into daily life. Despite this, very few venture funds in Europe focus specifically on SportsTech and Human Performance — and almost none combine that focus with deep operator and athlete networks.
Full Potential Capital was created to close that gap: a dedicated early-stage partner for founders building the next decade of sport and human performance, with the conviction, network and capital to help them win.
04How it works
SportsTech (fan engagement, sports management software, athlete data, media and broadcast tech) and Human Performance (preventive health, fitness, wellness, recovery and longevity).
Pre-seed to Series A. Primarily Nordic founders with global ambition; selectively European deals; exceptional global companies considered.
Board or advisory seats where useful, door-opening to clients, partners and talent, and follow-on capital when companies break out.
Sustainability is one of 30 weighted factors in evaluation — we prioritise companies that reduce emissions, extend healthy lifespan or improve resource efficiency in sport and health.
05Track record
Operators and investors who have already backed the category.
The team behind Full Potential Capital has more than 20 prior SportsTech and Human Performance investments, built and exited companies in the space, and led business development for global sports agencies. Founding Partner Pontus Gustafsson previously co-founded +Cap with 15+ early-stage investments, and chairs SportsTech Sweden. General Partner Petter Werner built CSM Ventures with 6 SportsTech investments while leading business development at CSM.
Selected portfolio and prior investments include PlayReplay (digital line-calling for tennis), Sportway (AI video for lower-tier leagues), Golf GameBook (40,000+ courses), DMC Production (remote multi-camera production), Lanetalk (bowling, 1,400 centers), Sportable (ball and player tracking), Noctie (humanlike chess AI) and Heja (youth sports team communication).
06Who runs it
Built by operators, investors and athletes.
- Pontus Gustafsson
General Partner. Founding Partner of +Cap, 15+ early-stage investments, Founder & Chairman of SportsTech Sweden.
- Petter Werner
General Partner. Head of Business Development at CSM, built CSM Ventures with 6 SportsTech investments.
- Per Ögren
Venture Partner, Operations.
- Mattias Weinhandl
Venture Partner, Dealflow. Former professional NHL hockey player.
- Jonas Persson
Partner & Investment Committee member.
- Juan Fuentes Fernandez
Dealflow & Financing.
07Key facts
- Legal / type
- Closed-end venture capital fund
- Fund size
- 7.5M EUR
- Fund life
- 10 years
- Target investments
- 15–20 companies
- Stage
- Pre-seed to Series A
- Initial check size
- ~€50k to ~€800k
- Geography
- Nordics first, then Europe; selective global
- Themes
- SportsTech and Human Performance
- Headquarters
- Stockholm, Sweden
- Contact
- hello@fullpotentialcapital.com
- Website
- https://fullpotentialcapital.com
- Sidecar vehicle
- Full Potential Collective (evergreen, LP-exclusive)