Class VI Partners (“Class VI”) is pleased to announce the acquisition of Nourilogic LLC, d/b/a Helimix (“Helimix” or the “Company”) by YETI Holdings, Inc. (NYSE: YETI) (“YETI”), a leading global designer and distributor of drinkware and outdoor products.
Under the terms of the transaction, YETI acquired the designs, tooling, and related intellectual property associated with Helimix’s signature hexagonal vortex shaker bottle in an all-cash deal valued at approximately $38 million.
“Helimix is a remarkable entrepreneurial success story, one born from Jordan’s vision, ingenuity, and relentless work ethic,” said Alex Woolford, Director of Class VI Partners. “He identified a simple but powerful opportunity to engineer a better solution, and through determination and execution, he transformed that idea into a leading brand embraced across the fitness community. Jordan’s integrity and passion permeate the entire organization. It was a privilege to represent him and the Helimix team throughout this process and to help find a partner that shares his commitment to innovation. We are thrilled to see the brand continue its journey under YETI, one of the most admired and influential companies in the industry.”
Founded to solve the frustrations of clumpy shakes and complicated shaker cups, Helimix developed a utility-patented shaker design that uses a unique hexagonal interior to create a natural vortex that mixes powders without a metal ball or mesh insert. Made from durable, odor-resistant plastic and offered in multiple sizes and colors, Helimix quickly grew into a top-selling shaker across leading e-commerce marketplaces and retail environments. Over the last several years, the Company has built a loyal community of customers who value simple, blender-free mixing, easy cleaning, and a visually distinctive bottle that stands out on the shelf and in the gym.
“The Class VI team’s process management, communication, and strategic insight were second to none,” said Jordan Holmes, founder and CEO of Helimix. “Selling a company you’ve poured years of energy into is both exciting and overwhelming, and Class VI made the experience not only successful but genuinely enjoyable. They handled every complexity with precision and always kept our best interests at the center of the process. We are incredibly excited to join forces with YETI, and we owe a tremendous amount of gratitude to Class VI for helping us achieve an outcome that exceeded our expectations.”
“As a fan of the brand, working alongside Jordan and the Helimix team was a privilege,” added Jimmy Green, Class VI Associate. “Their commitment to simple but powerful innovation allowed them to build an incredibly loyal following that spans athletes, fitness enthusiasts, and the broader community that relies on it for everyday mixing. We’re excited that through YETI, a renowned brand with the same commitment to quality and design, those customers will see the next evolution of a product they already love.”
YETI Holdings, Inc. (NYSE: YETI) is a premium outdoor lifestyle brand headquartered in Austin, Texas. YETI designs, markets, and distributes high-performance products, including coolers, drinkware, bags, and outdoor gear, that are built to meet the demands of a wide range of outdoor pursuits, from backcountry adventures to everyday use. Learn more at https://investors.yeti.com.
The transaction closed on August 4, 2025. Davis Graham & Stubbs, LLP served as legal counsel to Helimix.
For more information about the transaction, please contact Alex Woolford at (303) 243-5615 or awoolford@classvipartners.com and Jimmy Green at (303) 243-5616 or jgreen@classvipartners.com.
About Class VI Partners
Class VI provides middle-market investment banking services, including mergers and acquisitions advisory, corporate advisory, business valuation, and private capital raising services through its affiliate, Class VI Securities, LLC and Member FINRA. Class VI is also affiliated with and offers wealth management services through Class VI Family Office, LLC, a Registered Investment Advisor with the Securities & Exchange Commission.
Jordan Holmes, Founder and CEO of Helimix, is a client of Class VI Partners and is not being compensated for sharing their opinion and experience with the firm. Any compensation creates a conflict of interest. Comments by Jordan Holmes may not be representative of any other person’s experience with the firm and are no guarantee of future performance or success.
Additional Disclosures
Investment advisory services offered through Class VI Partners’ affiliate Class VI Family Office, LLC, a Registered Investment Adviser with the U.S Securities and Exchange Commission. Class VI Partners offers investment banking and private securities transactions through its affiliate, Class VI Securities, LLC. Class VI Securities, LLC is a registered broker/dealer and member of the Financial Industry Regulatory Authority (FINRA). Class VI Pathfinder, LLC provides general business consulting to privately held businesses. Collectively these entities are referred to herein as “Class VI”.
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