The story of the New Normal Group began when Jon Endre Gjærum and Aleksander Farstad founded Assetto Capital. They wanted to combine their background from finance with their software industry and entrepreneurial experience. The mission was to invest in software-enabled growth companies with a hands-on entrepreneurial approach.
Snowball Digital was founded with the ambition to build an international team of experts across different fields with the mission to design, develop, and launch addictive products.
Crystallize was incubated from Snowball, as the first entirely founded and incubated company from the group. The journey to becoming a global software company began. Snowball also contributed to the re-launch of the company Skiens Cykkelfabrik with the release of the limited edition Speed ONE bike. With a history that dates back to 1926, Skiens Cykkelfabrik’s mission is to build bicycles with timeless style and no compromise on quality.
Assetto Capital was renamed New Normal Group, and the B2C investments of the Farstad brothers were merged into to create Tilamork - Lifestyle Industries. The group now had investments in three business areas. During the same year, Splæsh joined the group delivering stories with an impact through video content. Origami Paperworks was spun out from Assetto Capital, focusing on financial- and HR services for start-ups and growth companies. They also founded Farstad & Co., a craft roastery focused exclusively on high-quality, sustainable coffee.
By 2020, the New Normal portfolio has grown to include 15 companies offering a significant hands-on execution power and a diverse range of competencies and expertise. We are more focused than ever on building and scaling growth companies by using a more entrepreneurial and industry-driven approach than many of the traditional venture investors.