We are Entrepreneurs. We are Operators.

Partner with Entrepreneurs. Operators. SMART Capital.

One of the single, most important decisions in an entrepreneurs journey is to make the decision to bring on a capital partner. Whether you are looking for capital to grow, acquire, recapitalize or looking for a management buyout, there are so many questions that you will have. So many emotions and so many thoughts running through your mind. We know because we experienced all of them first-hand. Once you make that decision, the next question is who do you partner with and what are my options?

PEMM Capital is a different type of Private Equity firm.  PEMM Capital is a team of Entrepreneurs that have a single, fundamental belief of learning from experiences.  Our team consists of true, successful entrepreneurs and operators in North American who have experience building their own companies from the ground up.  We “get our hands dirty” because that is where the REAL business challenges are rooted.  We will work closely with your executive team, and/or any level of your business to make your goals come to life!  We enjoy bringing our experience and challenging your business.

Now, let’s not kid ourselves, operator experience is great and very important, but so is the CAPITAL!  Another fundamental difference of PEMM Capital is that we build a custom model to achieve the goals of your business on your schedule.  Our capital comes from our own family office and other high-net worth individuals who believe in the Entrepreneurial journey.  A group of likeminded individuals who trust their capital and back PEMM with any engagement we are involved with.  Why?  They believe in what we do and how we get involved to support the business!  This gives us the flexibility to build a custom model that is not tied to a timeframe or a fund.


Sonny Goyal Founder PEMM Capital

Sonny Goyal

co-Founder, and Managing Partner

As a Co-Founder and Managing Partner, our investment philosophy is rooted in the premise of prioritizing business owners’ long-term best interests through strategic advising and investments.  With an entrepreneurial outlook, naturally energetic disposition, and strong work ethic combined with operational experiences, Sonny built a technology services business from a small enterprise to a $100M+ company,

Sonny contributes his success with the involvement of Entrepreneurs’ Organization (EO), Young Professionals Organization (YPO), and Tiger21 which helps entrepreneurs lead and grow through peer-to-peer learning and once-in-a-lifetime experiences. Outside of work, Sonny is a husband and father of two young boys. One of his favorite things to do is listen to EDM (aka ENERGY) music.

Bret Schultz Cofounder Pemm Capital Private Equity

Bret Schultz


As an entrepreneur, innovator, and pioneer in the pre-packaged fresh food industry, Bret has been recognized his steadfast and strategic leadership guiding companies through hyper-growth and private equity mergers and acquisitions. Focused on employee engagement, coaching, mentoring, and celebrating colleagues’ successes, he is uniquely positioned as Managing Partner and Co-Founder of PEMM Capital to support companies reach their potential.

Bret is a graduate of The Ohio State University and currently lives in Chicago, IL with his wife Tammy and two children. He enjoys spending time with his friends and family hiking out west and kayaking on the lake.