Matt Meents Takes on Strategic Growth Role at Traction Capital

Traction Capital has announced the exciting addition of Matt Meents as a Strategic Growth Partner. This pivotal new role enables Meents to work closely with the existing portfolio of companies while also aiding in the management of future investments as the firm gears up for the launch of its second fund in the first or second quarter of 2025.

Having previously served on Traction Capital's Advisory Committee, Meents is not new to the firm. He has provided valuable insights regarding investment strategies and decisions. In his new full-time position, he aims to leverage his deep expertise to assist business founders facing growth challenges, aiming for optimal scaling of their operations and ensuring long-term success.

With more than 25 years of experience navigating high-growth companies, Meents is well-equipped to make a significant impact. As the Co-Founder and CEO of Magnet360, he led the company from its modest beginnings to an impressive annual revenue of $50 million, securing partnerships with Fortune 2000 clients and attracting investment from Salesforce Ventures, all before its successful acquisition by Mindtree in 2016. Following this success, he co-founded Yardstik, a venture-capital-backed SaaS platform, where he further honed his skills in driving growth, enhancing margins, and establishing consistent revenue streams before transitioning into a board leadership role.

Both Magnet360 and Yardstik have received accolades for being premier work environments and for their innovative contributions to the industry. However, Meents's ambitions extend beyond just entrepreneurship. He is dedicated to mentoring the next generation of founders. He shares his knowledge through teaching entrepreneurship courses at the University of St. Thomas and frequently speaks on various topics related to leadership and company culture. Moreover, he emphasizes the importance of the Entrepreneurial Operating System (EOS®), providing practical strategies that enable companies to thrive.

Shane Erickson, Founder and Managing Partner of Traction Capital, expressed his enthusiasm for Meents joining the team, stating, "His ability to scale businesses, foster award-winning cultures, and create sustained momentum will be of immense value to our portfolio companies. As we prepare for Fund II, Matt’s expertise will prove crucial in guiding founders through growth hurdles, uncovering new opportunities, and driving business success."

For Meents, this new role marks a natural progression in his career. He views it as an opportunity to share the knowledge he has acquired through his own entrepreneurial ventures, helping others achieve greater success. "I'm at a stage where I can integrate everything I've learned – from bootstrapping Magnet360 to scaling Yardstik through venture funding – and apply that to assistance for fellow founders. Through both academia and Traction Capital, I look forward to empowering the next generation and creating meaningful impact within the business landscape," he stated.

As Traction Capital continues to focus on nurturing high-growth companies and visionary founders, Matt Meents is poised to offer strategic guidance, ensuring these businesses have the necessary resources and leadership to scale effectively.

About Traction Capital

Founded in 2020, Traction Capital is a Minnesota-based growth equity firm run by an accomplished team of entrepreneurs and business owners. The firm is dedicated to investing in early-stage and profitable companies within Minnesota and the Midwest that are facing capital constraints. Traction Capital integrates both financial and strategic support through the implementation of a proven management framework (EOS®) during this crucial growth phase, equipping businesses to thrive rapidly. The firm provides guidance in strategy execution, drawing upon both its own substantial experiences and those of its investors, to help companies scale and achieve lucrative exits.