Our Vision

We envision a world where communities and individuals are able to reach their full potential and contribute to the common good.

About

NaHCO3, otherwise known as sodium bicarbonate … baking soda. We liked it as a name because it’s an unassuming ingredient, usually hidden in the back of every refrigerator. Though unassuming, it packs a lot of punch. It freshens, exfoliates, deep cleans, and can literally change the chemistry of basic ingredients to give it form and substance it didn’t have before. And without it, those ingredients wouldn’t reach their full potential. With it, awesome things are possible.

We believe that with a little levity and elbow grease, we all have the power to move humanity forward. Because we believe in the potential of people, our work is focused on removing obstacles between teams, communities, or individuals and the awesomeness they might be able to create. Through the businesses we lead and the individuals and organizations we support, we hope to accelerate change in the world that cultivates more self-actualization and innovation that will make the world a better, cleaner, fresher, place. And we hope to enjoy life along the way.

Team

Ashley Merrill / Principal

Ashley began her career in venture and digital tech and later transitioned into online consumer brands when she founded Lunya in 2012. She led the company as CEO for over nine years and continues to serve as its Chairwoman and Creative Director. In addition to Lunya, Ashley has been involved in a number of consumer ventures, both personally and as Principal at the impact investing firm NaHCO3.

Beyond her work in consumer brands, Ashley has developed a deep passion for nurturing and protecting free thought in an increasingly polarized media, political, and educational landscape. She is the cofounder of The Deep, a platform and game created to spark meaningful conversations and philosophical inquiry, and the founder of LA Microschool, a middle school centered on intellectual independence, disciplined thinking, and hands-on learning. Ashley is deeply committed to advancing policy and structural reform that safeguard individual liberties and reduce corruption and polarization.

She also volunteers and supports Scouts and currently sits on the board at LACMA.

Ashley is a Southern California native, where she currently lives with her husband and their two children.

Marc Merrill / Principal

Marc Merrill is the Co-Founder, Co-Chairman, and Chief Product Officer of Riot Games, the developer and publisher behind League of Legends, VALORANT, Teamfight Tactics, Legends of Runeterra, Wild Rift, and more. Riot is a pioneer in esports and a growing force in entertainment, all united by a mission to make it better to be a player.

Marc co-founded Riot in 2006 to revolutionize how games are developed and supported by putting players at the center of everything. He championed Riot’s player-first philosophy and shaped Riot’s unique culture which has been recognized as a Great Place to Work numerous times. He also co-led the development and growth of League of Legends which has been one of the most-played games in the world for over 15 years. Today, Riot engages more than 150 million players each month, with over 500 million people having played a Riot game globally.

Marc also served as Executive Producer of Arcane, Riot’s first animated series. Premiering in 2021, Arcane earned four Emmy Awards, including Outstanding Animated Program—making it the first streaming series to win in that category—alongside 16 Annie Awards.

Outside of Riot, Marc serves on the boards of nonprofit organizations including Unite America, City Year Los Angeles, and the Seal Family Foundation. He has received numerous honors for his contributions to gaming and media, including the Ernst & Young Entrepreneur of the Year award, the Game Developers Choice Pioneer Award, two Emmy’s, an Esports lifetime achievement award and a BAFTA.

A lifelong gamer, Marc is deeply passionate about games and actively plays Riot’s titles along with Warhammer 40K, Dungeons & Dragons, and more. He is also an Eagle Scout and currently volunteers as an Assistant Scout Master, continuing his commitment to mentorship and community.

Marc lives in Los Angeles with his wife, Ashley, and their two children.

Devin Wagman, CFA / Managing Director

Devin Wagman leads day-to-day operations for NaHCO3. He began his career working in group homes with foster kids and later broadened this impact as a social worker in South Florida. After his time in the social service world, he spent 14 years in finance, most recently as a senior advisor with Bessemer Trust in LA, San Francisco, and Palm Beach. Prior to that, he worked as a Merrill Lynch financial advisor, supporting private clients and charitable institutions.

In addition to his focus on finance and philanthropy, Devin is a father, musician, designer, developer, maker, and visual artist. He received his MBA from the University of Florida, BSBA from the University of Central Florida, and is an active CFA Charterholder.