ATAS Advisors partners with early-stage consumer technology startups — providing capital, strategic counsel, and hands-on leadership to accelerate growth.
We go beyond capital. ATAS brings deep operational experience and network access to every engagement — working shoulder-to-shoulder with founders to solve the hardest problems.
We invest in early-stage consumer technology ventures with high-growth potential, providing not just capital but strategic direction from day one.
When a company needs more than advice, we step in. Our principals take on acting CEO and COO roles to lead pivots, restructures, and growth initiatives directly.
From seed capital raises to Series A preparation, we help founders craft compelling narratives, build investor pipelines, and close rounds with conviction.
We work with portfolio companies to refine positioning, identify early customers, and execute sales strategies that drive repeatable revenue growth.
We invest in and advise early-stage consumer technology ventures with differentiated products and driven founding teams.
Sometimes a company needs more than a board member. We take on active leadership roles — rolling up our sleeves to drive transformational outcomes from the inside.
Bill Besselman is an accomplished entrepreneur, consultant, and operating executive with deep experience in consumer strategy, retail, and early-stage venture building. As the founder of ATAS Advisors, he brings a rare combination of blue-chip consulting pedigree and hands-on operational leadership to every engagement.
Bill's career spans some of the most recognized names in consumer and retail. At Under Armour, he helped build the UA 2020 strategic plan that guided the company's growth from $1B to $5B in revenue. At American Eagle Outfitters, he developed the inventory model that delivered the company's strongest margins in nearly a decade. At McKinsey & Company, he was recognized as a broad entrepreneurial leader and mentor who helped clients identify opportunities and structure complex problems.
Beyond advising, Bill has served as an active investor and board member — including on the board of Cipher Skin — and has personally stepped into interim executive roles at portfolio companies when the moment called for it.
ATAS Advisors is a private investment and advisory firm focused on early-stage consumer technology ventures. We combine capital with deep operational expertise — investing in founders we believe in and staying close enough to make a real difference. Our approach is hands-on by design: we've sat in the CEO chair, restructured operations, and led fundraising rounds ourselves.
Whether you're a founder looking for a strategic partner or an investor interested in our portfolio, we'd love to hear from you. We typically respond within one business day.