BeAlive closes $3.5M seed round led by KittyCat Capital

MIDLAND — BeAlive, which says it is the first digital consumer entertainment brand for millennials who are enthusiasts of outdoor sports, announced a $3.5 million seed funding round, led by Midland-based KittyCat Capital, an investment and advisory firm that focuses on bringing more women into the alternative investment market.

BeAlive aims to deliver short-form video, episodic series, live events, and social content for the young, 18 to 34-year-old, outdoor cultural lifestyle.

BeAlive’s founding team has experience in consumer brands, digital and linear media, custom series development, and lifestyle entertainment. The team includes Michael Mathieu (former CEO of YuMe), Chris and Casey Keefer (creators and stars of the hit outdoor expedition TV series Dropped), Tracy Benson (former CMO at Monster, Head of Digital, Best Buy), Jason Brown (award-winning executive producer, Dropped), and Mark Peterson (Host of Cabela’s Instinct: Expedition Series).

“With millennials heading outside more than ever to create and share their experiences in the great outdoors, it’s surprising that they are an underserved market. Not anymore,” said Michael Mathieu, co-founder and CEO of BeAlive. “BeAlive is positioned to be the trusted brand people turn to when they want to be inspired to live their passion outside.”

BeAlive’s financing was led by Kittycat Capital, with additional participation from private investors in the outdoor industry.

“We partnered with BeAlive to help launch a new and powerful network featuring outdoor content for audiences around the world. It was obvious to us that this was the right team with deep roots across the outdoor & media industries to bring it to full potential,” added Margo Ten Eyck, founder of Kittycat Capital.

BeAlive recently began rolling out its first videos and features on YouTube and IGTV, including a unique story with Pro Surfer and GoPro legend Anthony Walsh, in addition to the short film “The Frenchy,” a 2018 Official Selection at the Mountainfilm Festival and 5Point Adventure Film Festival where it won the “Pure Joy” award.

For more information on BeAlive, visit

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