Case Study: Woodbridge Advises Rep-Lite in its Sale to Sleeping Giant Capital

“Rep-Lite and Pondera exemplify the kind of talent-first, scalable businesses we seek to grow. As our first step in developing a broader Human Capital Solutions Platform based in West Michigan, we’re proud to support their continued success.”

Derrick McIver, Co-Founder and Managing Partner, Sleeping Giant Capital

Axial Members

Member Type	Private Equity Fund	M&A Advisor
Axial Member Since	2021	2010
Headquarters	Kalamazoo, MI	New Haven, CT
Axial Closed Deals	1	2
Axial Profile	View Profile	View Profile

The Business

Location: Roswell, GA

Description: Founded in 2012, Rep-Lite is a sales and service support organization that helps healthcare and medical device companies scale efficiently by providing outsourced personnel solutions. The company specializes in recruiting, hiring, and managing field-based representatives, clinical support staff, and inside sales teams, allowing clients to expand their market presence without adding to internal headcount. Rep-Lite’s model enables clients to maintain control over training and oversight while benefiting from reduced costs and increased agility in deployment.

The Transaction

Rep-Lite was represented by Woodbridge International, an Axial member since 2010, which brought the opportunity to market via the Axial platform in Q3 2024. The company was acquired by Sleeping Giant Capital, a Private Equity Fund and an Axial member since 2021. Sleeping Giant Capital simultaneously acquired Pondera Advisors as part of its launch of a new Human Capital Advisory and Solutions Platform.

The deal provides Rep-Lite with a strong growth partner committed to long-term succession and expansion, while offering Sleeping Giant Capital a proven foundation in outsourced commercial talent solutions. Rep-Lite founder Rick Barnett will remain in a leadership capacity, ensuring continuity as the company becomes a core driver of the new platform’s strategy.

Reflecting on the significance of the deal, Kelly Conway, who has been named CEO of the new platform, noted: “This is more than an acquisition—it’s the foundation of something bigger. Rep-Lite and Pondera have a unique ability to deliver scalable, brand-aligned talent solutions that help companies perform at a higher level. In a competitive market, talent wins. Our clients count on us to build stronger teams and fill critical commercial gaps with people who drive results—while also equipping leaders to build healthier, more effective cultures. With Sleeping Giant Capital’s support, we’re excited to deepen our impact and expand our reach.”

Axial Deal Data