Generation Equity Capital is a private equity firm that serves the small business segment and middle market sector. GEC specializes in consumer product goods companies, retail, B2B and B2C direct marketing firms and manufacturing businesses. The GP's of the fund are active investors and have a strong roster of active operating partners who take on direct assignments and projects with the portfolio companies. Generation Equity Capital currently has five companies within its portfolio: Including Second Time Around, and Dancing Deer Baking Company.