On October 6, 2020, Gridiron Capital, LLC, announced a new partnership with Cubii, a DTC-driven creator of innovative fitness equipment and approachable wellness solutions. Gridiron partnered directly with the founders of Cubii, leveraging relationships and expertise developed from Gridiron's Health & Wellness Thematic Area of Expertise. Investing alongside Gridiron, the founders and management team will continue to share significant ownership in the company.

Headquartered in Chicago, Cubii manufactures and sells compact seated ellipticals and related accessories that make wellness approachable for people of all ages, abilities, and lifestyles..

Gridiron Capital is an investment firm focused on partnering with founders, entrepreneurs, and management teams, and creating value by building middle-market companies into industry-leaders in branded consumer, B2B and B2C services, and niche industrial segments in the United States and Canada. 

Gowling WLG advised Gridiron Capital on Canadian aspects of this acquisition with a team that included Faran Umar-Khitab and Cara Stoller (corporate/M&A), Alexandra Sadvari (environmental) and William Bjornsson (product regulatory).