Matt Meents Joins Traction Capital as Strategic Growth Partner

MINNEAPOLIS, Feb. 6, 2025 /PRNewswire/ -- Traction Capital is proud to announce that Matt Meents has joined the firm full-time as a Strategic Growth Partner. In this role, Meents will work closely with existing portfolio companies while also supporting future investments as Traction Capital prepares to launch its second fund in Q1/Q2 of 2025.

Meents has been a key member of the Traction Capital Advisory Committee, offering strategic insights and guidance on investment decisions. Now, as he steps into this full-time role, he will leverage his expertise to help founders navigate growth challenges, scale efficiently, and achieve long-term success.

With over 25 years of experience in building, scaling, and transitioning high-growth companies, Meents is a visionary entrepreneur and leader in the startup and venture space. As Co-Founder & CEO of Magnet360, he scaled the company from bootstrapped origins to $50M in annual revenue, serving Fortune 2000 clients and earning investment from Salesforce Ventures before a successful acquisition by Mindtree in 2016. He later Co-Founded Yardstik, a VC-backed SaaS platform, where he drove growth, improved margins, and built revenue predictability before transitioning to a board leadership role. Both Yardstik and Magnet360 have earned multiple Best Place to Work accolades and are innovation award winners.

Beyond his entrepreneurial success, Meents is passionate about mentoring and equipping the next generation of founders. He teaches entrepreneurship at the University of St. Thomas, speaks frequently on leadership and culture, and shares his deep expertise in EOS^® (Entrepreneurial Operating System^®) —bringing practical frameworks to help companies thrive.

"We are beyond excited to welcome Matt to the Traction Capital team," said Shane Erickson, Founder and Managing Partner of Traction Capital. "His ability to scale businesses, build award-winning cultures, and create momentum will be invaluable to our portfolio companies. As we gear up for Fund II, Matt's expertise will help founders navigate growth challenges, unlock new opportunities, and ultimately drive success."

Meents sees this new role at Traction Capital as a natural extension of his journey, allowing him to leverage his experience to help other founders succeed. "I'm at a stage where I can take everything I've learned—bootstrapping Magnet360, scaling Yardstik through VC funding—and use that experience to help other founders achieve more. Through teaching and Traction Capital, I have the opportunity to empower the next generation, amplify their possibilities, and create impact at scale. This is a new challenge, but one that aligns perfectly with my purpose, my strengths, and the integrated life I want to live."

As Traction Capital continues to invest in high-growth companies and founders with a vision, Meents will play a key role in providing hands-on strategic guidance, ensuring businesses have the tools and leadership needed to scale effectively.

About Traction Capital:  
Traction Capital is a Minnesota-based growth equity firm comprised of successful business owners and entrepreneurs. Founded in 2020, the firm invests in and acquires Minnesota and Midwest early-stage and profitable companies stuck in the "capital gap". Traction Capital believes that investing both financial and "smart" capital with a proven business management process (EOS^®) during this critical stage sets businesses up for more rapid growth. They help founders with strategy and execution through their own experiences and that of their investors, to scale and exit at attractive valuations. 

For more information, please visit: https://tractioncapital.com/ 

Ellie Pigott
(515) 423-9210
[email protected]

SOURCE Traction Capital