Undisclosed · Other round · Healthtech · Zug, Switzerland
Zug-based AVEA, a consumer-health company selling longevity supplements, has added former alpine ski racer Lara Gut-Behrami as an investor in an undisclosed equity investment. The four-year partnership also makes Gut-Behrami AVEA's Chief Female Performance Officer, a brand ambassador and a member of its advisory board, according to Moneycab's report of the company announcement.
AVEA sells supplements and a skin serum spanning cellular health, energy, sleep, metabolism, gut health and skin care. The company says its products are available through its own website, Amazon and around 50 retail locations across Switzerland, Germany and Italy. It also reports that Swiss manufacturing partners produce the range and that finished batches undergo independent laboratory checks for purity and contamination.
An investor who also joins product development
The structure of Gut-Behrami's involvement is more substantial than a conventional endorsement on paper. AVEA says she will contribute an elite athlete's perspective to work on women's health, performance and recovery. That gives the company a recognisable public partner and a potential product-development input, while the equity stake aligns her with the brand's longer-term outcome.
Celebrity participation is not evidence that a health product works, and AVEA still has to support individual product claims with appropriate research. The commercial value of the partnership is therefore different: Gut-Behrami can help the company reach a relevant audience and shape how it frames recovery and female performance, while AVEA remains responsible for formulation, substantiation and quality control.
The company enters the partnership with an established direct-to-consumer base. It reported more than 250,000 customers and over 15,000 active subscribers by July 2026, as well as CHF 21m of revenue in 2025, up 50% from the previous year. Those are company-supplied figures, but they show why the investment is not simply backing a product launch. AVEA is trying to deepen a repeat-purchase health brand that already sells online and through physical retail.
The next test is whether the partnership improves product relevance and durable customer relationships rather than producing a short-lived marketing spike. Subscription revenue can support repeat purchasing, while pharmacies and other retail outlets can broaden discovery. Connecting those channels with careful evidence and consistent product positioning will matter more than the investor's profile alone.
Sources checked:
Moneycab / Startupticker · Deutsche Startups · AVEA company site · CONDA campaign · Tech.eu Funding Explorer
