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The basics:

• Cure Cos. secures $5M investment led by Bombas co-founder David Heath
• Heath joins board to help guide growth, branding, expansion strategy
• Company plans to expand hospitality, wellness, lifestyle concepts across North Jersey
• Pipeline projects in Tenafly, Northvale include hotel and club concepts

Cure Cos. secured a strategic investment from Bombas co-founder and former CEO David Heath. The funding will help fuel its expansion plans across North Jersey.

According to the Tenafly-based hospitality and holding company, Heath is participating in a $5 million capital raise aimed at supporting its growing portfolio concepts.

He will also join the company’s board of directors, according to the April 20 announcement.

Heath co-founded New York City-headquartered Bombas in 2013. He then led the socks and apparel company from Shark Tank pitch to one of the country’s most successful direct-to-consumer brands. Bombas has generated $500 million in annual revenue and more than $3 billion in lifetime sales. Additionally, the company has donated over 200 million items to those in need, according to Cure.

Heath stepped down as CEO in 2025 to transition into an executive chair role as the company scaled. Former Under Armour and Equinox executive Jason LaRose succeeded him at the helm.

In addition to his work with Bombas, Heath is an active investor and advisor to consumer businesses. He coaches on areas such as growth, omnichannel expansion and brand positioning. He’s also been named as an EY Entrepreneur of the Year.

Leading with purpose

Cure Cos. founder and CEO Jon Krieger said, “David has built one of the most respected mission-driven consumer brands of the past decade. He knows how to scale thoughtfully, build lasting brand loyalty, and lead with purpose. We’re thrilled to welcome him as both an investor and a board member — and even more excited that he’ll be an active strategic partner as we grow.”

Cure’s developed and operated brands span hospitality, wellness, food & beverage, and sport. Its portfolio includes sports & wellness concept Padel United Sports Club in Cresskill and wood-fired rotisserie restaurant Rosto in Tenafly. Upcoming ventures involve:

• Blackwood Club – a state-of-the-art strategic live action training facility, live ammo firing range and members-only social club opening this fall in Northvale
• Awaken Hotels & Residences – a wellness-anchored hotel and residential platform developed with Kamson Corp. at the former Clinton Inn site in Tenafly

At Cure, Heath will work with Krieger to help guide long-term direction. They will also collaborate to advance the mission to build a “local lifestyle ecosystem” across the area’s affluent suburbs.

Commenting on his new role, Heath said, “What Jon and the Cure team have built is a genuinely differentiated thesis — a curated, interconnected lifestyle platform for a community that has historically been underserved at this level of quality.”

“I’ve seen what happens when you build something people truly belong to, and Cure Companies has that DNA. The opportunity is real, and the timing is right,” he said.