About
Active Lab Capital is a boutique advisory firm that helps consumer and tech-focused businesses scale smarter, launch faster, and grow with clarity.
Founded by Shell Foster—a seasoned entrepreneur and former global brand executive—Active Lab Capital combines deep roots in consumer product development with sharp insight into today’s evolving digital and blockchain ecosystems.
We work hands-on with founders, leadership teams, and investors to bring clarity and execution to complex challenges, offering services across:
- Product strategy & development (DTC, consumer goods, tech platforms)
- Go-to-market planning & brand positioning
- Digital transformation & blockchain integration
- Investor readiness & pitch strategy
- Operations optimization & team scaling
- Fractional executive leadership & coaching
With decades of experience scaling brands at Nike, Reef, and Bowflex, and growing a successful consumer product company from startup to exit, Shell now applies that same discipline to advising early-stage ventures and established brands pivoting into new markets.
From product and retail to crypto and marketplaces, we bring a strategic lens and a practical toolkit to help companies grow with purpose in a rapidly shifting landscape.
If you’re navigating growth, launch, or transition Active Lab Capital is your partner for real-world results.