4M Holding is a global investment firm and company builder that partners with exceptional founders creating a positive impact on society. 4M Holding will now oversee all of Villares’ interests, in addition to Go4it Capital.
Either though direct investing, advising, or co-creating new companies, 4M Holding seeks to partner with world-class founders who dare to build a better future.
Cesar Villares is a Brazilian entrepreneur and investor, and the co-founder of Go4it Capital alongside Marc Lemann. Since 2015, Go4it Capital has invested in leading global sports, gaming, wellness, and active-lifestyle companies including Strava, DAZN, Sorare, and WSC. Cesar also helped establish On Running’s first operations in Brazil and supported Strava’s expansion, which has surpassed 22 million downloads in the region and 180 million worldwide.
In 2022, he founded 4M Holding to oversee his business ventures, family investments, and new opportunities. He also co-founded Mamba Water and Aztro Energy—now part of the Heineken portfolio—in partnership with the founders of Zee.Dog.
Named Sports Executive of the Year in 2014 and a finalist again in 2018 alongside soccer legend Ronaldo Fenômeno, Cesar actively supports non-profit initiatives and serves as a trusted advisor to 3x Surf World Champion Gabriel Medina, the family of ATP rising star João Fonseca, and the ATP 500 Rio Open, where he was part of the founding team.
A former college tennis player at Concordia University Irvine, Cesar holds a degree in Business Management and Communication. He sits on the committees of Final Level Co, The Simple Gym, and Aztro Energy. Born in Rio de Janeiro, he now lives in Cascais, Portugal, with his wife, Maria Roberta, and their two daughters, Maria Antonia and Maria Eduarda.
