Joseph Bexell

Josef Bexell is CEO of Bond Health Group, a Nordic preventive-health and wellness group backed by Novax, the investment company of Axel Johnson. Bond Health Group brings together STC, Bruce Studios, Aspire Health Hub, and Palla around physical activity, preventive health, and workplace wellbeing.

Before taking the Bond Health Group CEO role in September 2025, Bexell worked at Novax from 2014, focusing on investments and company building in health. Novax says he was responsible for developing its investments in the health sector and served as Chairman of the Board at STC and Bruce Studios, as well as Investment Manager for OneLab and Aqua Dental.

His earlier career included private equity and corporate finance roles: a speaker bio from Health & Fitness Association Europe states that he was previously an Investment Manager at Axcel and worked in Corporate Finance at UBS in London. His LinkedIn profile lists Stockholm School of Economics as his education.

• Focused on preventive health: Novax’s health sector thesis is to enable “a more active, healthy lifestyle for the many” through accessible, modern, preventive health services.
• Looks for businesses that improve health and quality of life at scale, especially in wellbeing, corporate health, and dental care.
• Has emphasized physical activity as a key lever for both mental and physical health. In connection with Bond Health Group’s launch, he said physical activity is “a key component for better physical and mental health” and that the group aims to lower barriers to training.
• Has backed platform-style businesses that aggregate fragmented health or wellness supply: Bruce Studios aggregates gyms, studios, and wellness experiences; Aspire Health Hub targets HR leaders with measurable employee fitness and wellbeing tools.
• Favors long-term company building rather than passive investing. Novax describes itself as an active, long-term partner for small and mid-sized growth companies, providing expertise, networks, and support.