OMMAX advised Afinum on the successful acquisition of a majority stake in Fishing-King

OMMAX supported Afinum, an independent, management-owned investment company, on the acquisition of a majority stake in Fishing-King, the leader in online courses to pass the state fishing exam and in specialised online courses – also for advanced anglers.
In preparation of the acquisition, OMMAX supported Afinum with a commercial due diligence and examined the company’s performance, evaluating dimensions like digital search demand, customer cohort development, business model sustainability and value creation potential.

Toni Stork, Partner at OMMAX, comments: „We would like to congratulate Afinum on their successful acquisition of a majority stake in Fishing-King. The collaboration with the deal team was a great experience and fruitful teamwork. What impressed us throughout the due diligence was the company’s in-depth understanding of target group specific needs as well as its ability to grow and create learning content in a highly fragmented, federal-state specific market.“

Together with Fishing-King’s founder Hubertus Massong and the existing management team, Afinum plans to help the company grow further by achieving higher penetration of its core markets and by expanding into new markets and adjacent product segments.

Do you want to know more about OMMAX’s experience in transaction advisory? Get in touch with OMMAX Partner Toni Stork: toni.stork @



Afinum is an independent, management-owned investment company with offices in Munich and Zurich. It specializes in equity investments in successful SMEs in the German-language region. For more information about Afinum, please visit


Fishing-King (, the biggest angling school in the German speaking region, developed the first officially recognized online courses for obtaining a fishing license. The course, which can be completed whenever and wherever one likes, provides thorough preparation for the state fishing exam. Fishing-King also offers specialized online courses for water guards as well as on predator fishing and processing a catch. For many of those interested in angling, the Fishing-King platform represents their first encounter with the world of sport fishing, one that accompanies them from the start of their journey, providing them with everything they need to pursue their sport and offering complementary products.

Fishing-King was founded in 2009 by Hubertus Massong (31), a fishing enthusiast and YouTube influencer, initially as a six-day in-person course to prepare anglers for the exam to obtain a fishing license. Since the launch of its first online preparatory course in the German state of North Rhine-Westphalia in 2015, Fishing-King has helped over 100,000 customers across Germany and Austria obtain a fishing license. Now, Fishing-King’s YouTube channel has 137,000 subscribers.

For more information about Fishing-King, please visit



OMMAX – Digital Solutions is a digital strategy consultancy based in Europe, specializing in sustainable digital value creation while catering to an array of mid-sized companies, large enterprises and >100 private equity firms around the world. Composed of >200 international experts and with >700 realized digital projects in the fields of digital strategy, digital operational excellence, data science, and transaction advisory services, OMMAX is a forerunner concerning holistic data-driven strategy consulting and end-to-end execution of digital solutions. More information:

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