Icaniwill

What Icaniwill does

ICANIWILL (ICIW) is a Swedish direct-to-consumer activewear brand founded in 2012 and headquartered in Sollentuna, Sweden. The company designs, manufactures, and sells training and gym apparel for women and men, with a product portfolio built around seamless knitting technology that delivers four-way stretch, moisture-wicking, squat-proof coverage, and high-waist supportive structures. Its catalog spans 14+ sub-brand collections (including Smooth Seamless, Define, Nimble, Rush, Mirage, Sculpt, Essence, Luxe, Grit, Stride, Ignite, Soft Knit, Contrast, and Everyday) targeted at distinct use cases such as gym training, running, HIIT, yoga, pilates, and athleisure, with recurring product drops across an XS to XXL size range and up to 30+ color variants per SKU.

The company operates a primarily e-commerce-led business model through its icaniwill.se storefront, with products priced in Swedish Krona (SEK) in the approximate 200-900 SEK range, free shipping over 599 SEK, gift cards from 100 SEK, and seasonal sales up to 70% off. Customer acquisition is driven by multi-channel digital marketing across Meta, TikTok, Pinterest, Snapchat, Criteo, and Google, supplemented by email (Klaviyo), content marketing via the ICIW Hub, and community engagement. The firm reports 243,000+ customer reviews as a trust signal and targets fitness enthusiasts, gym-goers, runners, and yoga practitioners across the Nordic region. Its only disclosed external funding is a 2018 round of approximately $456,955 from Wellstreet.

In November 2025, ICIW opened its first physical ICIW Concept Store on Aleksanterinkatu in Helsinki, Finland, marking its transition to an omnichannel retailer, and on the same date announced an exclusive clothing partnership with TrainMore, a Dutch premium gym chain, signaling expansion beyond the Nordics. Operationally, the company runs lean at 11-50 employees, leveraging a third-party technology stack (Centra for checkout, Klaviyo for email, Zendesk for support, Depict for product discovery, Cloudflare for infrastructure, Cookiebot for consent management). Leadership includes CEO Anders Wallstedt and Founder/Founding President Conan Visser.

Name

Icaniwill

Legal name

ICANIWILL AB

Website

https://icaniwill.se

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Icaniwill (ICIW) is a Swedish direct-to-consumer activewear brand founded in 2012 that designs, manufactures, and sells seamless training and gym apparel for women and men across 14+ collections, primarily through icaniwill.se and a newly opened Helsinki concept store, serving Nordic fitness consumers and gym-goers.

Ownership category

akta.pro rank

Product category

Athletic Apparel

NAICS

Apparel Manufacturing (315), Apparel Knitting Mills (31512), Clothing and Clothing Accessories Retailers (45811)

SIC

Knit Outerwear Mills (2253), Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Activewear & Training Apparel (CRAAAEAA), Training & Cross-Training Footwear & Apparel Retail (CRAMACAD), Yoga, Pilates & Studio Wear Retail (CRAMACAE)

Keywords

• Athletic apparel
• Activewear clothing
• Seamless sportswear
• Gym wear
• Fitness apparel

Headquarters

HQ city

Sollentuna

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of workout clothes, gym apparel, and accessories through the company's website icaniwill.se. Products are sold as one-time purchases with pricing in SEK.
2. Physical Retail Store Sales: Revenue from the first physical ICIW Concept Store opened in Helsinki, Finland in November 2025, with plans for further retail expansion.
3. Gift Cards: Digital gift cards sold in denominations starting from 100 SEK, valid for one year from purchase date.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

ICANIWILL designs, manufactures and sells stylish workout clothing and gym apparel for men and women, including tights, sports bras, shorts, tops, hoodies, jackets, underwear, and training accessories, sold primarily through its own e-commerce platform icaniwill.se. The product range is organized into named sub-brand collections built on seamless knitting technology, with inclusive sizing (XS–XXL), extensive color options, and seasonal promotions of up to 70% off, complemented by a growing physical retail presence.

Product overview

ICANIWILL (ICIW) is a Swedish direct-to-consumer activewear brand operating an e-commerce platform selling training and gym clothes for women and men. The product portfolio centers on seamless activewear technology across multiple sub-brand collections (Smooth Seamless, Define Seamless, Nimble, Mirage, Rush, Sculpt, Essence, Luxe, Grit, Stride, Ignite, Soft Knit, Contrast), complemented by a broad range of training essentials including tights, shorts, sports bras, tank tops, T-shirts, hoodies, jackets, underwear, and accessories. The brand positions itself on quality, function, and comfort with materials including moisture-wicking fabrics, seamless knitting, and recycled content. Beyond its online platform, ICIW has recently expanded into physical retail with its first store opened in Helsinki in November 2024.

Differentiator

Problem solved

Functional benefit

Brands

• Define: A versatile seamless collection with stable high waist, supportive compression, and reliable coverage. Focused on gym training.
• Nimble
• Rush Seamless
• Smooth Seamless
• Mirage
• Sculpt
• Essence
• Grit
• Luxe
• Ignite
• Soft Knit
• Stride
• Contrast
• Everyday

Products and services

• Smooth Seamless Collection

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• TrainMorecoreGTM or Marketing Partner · 8 November 2025ICANIWILL became the exclusive clothing partner to TrainMore, a Dutch premium gym chain. This partnership positions ICANIWILL as the preferred workout apparel brand for TrainMore's gym locations across the Netherlands, providing branded clothing for staff and members.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Björn Borg: Björn Borg is a Swedish sportswear and underwear brand with strong Nordic roots and an expanding activewear range. As a regional incumbent in ICIW's home market, it competes for the same Nordic consumer across sport, training, and lifestyle apparel categories, even though its assortment is wider (footwear, underwear) and its pricing spans more tiers.

Broad incumbents

• Lululemon: Lululemon is the global leader in premium women's activewear/athleisure with strong DTC and rapidly expanding physical retail. ICIW targets the same female active-lifestyle consumer with comparable categories (tights, sports bras, training tops) and price architecture, though at a more accessible price point and on a much smaller Nordic footprint.
• Under Armour: Under Armour is a global performance apparel and footwear brand serving training, running, and gym consumers worldwide. Its men's and women's training apparel assortment, performance fabric technology, and multi-channel distribution make it a broad incumbent benchmark for ICIW, even though ICIW operates at a smaller scale and Nordic-focused footprint.
• Adidas: Adidas is a global sportswear giant with broad activewear, training, and lifestyle collections including yoga, running, and gym lines. ICIW's men's and women's training apparel, sports bras, and tights assortment sits within Adidas's competition set across both DTC and wholesale channels.
• Nike: Nike is the largest global sportswear company with extensive performance apparel, accessories, and footwear offerings. Its DTC ecosystem (Nike App, retail stores, training communities) and dominant marketing spend position it as the ultimate benchmark on scale and brand reach that ICIW must defend against in the training-apparel category.

Direct peers

• Gymshark: Gymshark is a UK-founded direct-to-consumer activewear brand that scaled from social-media-led origin to global presence. It is the closest analog to ICIW in business model (DTC-first, e-commerce-led, fitness community-driven), target market (gym-goers, training-focused), and product breadth (tights, shorts, tops, accessories), and serves as the key benchmark for ICIW's growth ambitions.
• P.E Nation: P.E Nation is an Australian-born premium activewear brand with a fashion-led, training-rooted assortment spanning women's and men's categories. It is comparable to ICIW in DTC-led growth strategy, segmented sub-collections targeting specific use cases (e.g., HIIT, studio, athleisure), and emphasis on style alongside performance fabrics.
• Alo Yoga: Alo Yoga is a US premium activewear and lifestyle brand operating DTC and own-retail with seamless and performance-driven styles targeting yoga, training, and studio audiences. It overlaps with ICIW in direct e-commerce leadership, women's workout apparel focus, and seamless construction across collections like Smooth Seamless and Nimble.
• Sweaty Betty: Sweaty Betty is a UK-origin women's activewear brand blending technical performance with fashion-forward styling, selling across e-commerce and own-retail. ICIW mirrors its women's-led product strategy, training-and-yoga category mix, and emphasis on flattering fits, premium fabrics, and lifestyle branding.

Emerging players

• Adanola: Adanola is a fast-growing UK DTC activewear brand targeting women with minimalist, training-focused essentials at accessible prices. It competes with ICIW in the same digital channels (Meta, TikTok), the same female gym/studio buyer, and similar value-priced leggings-and-tops assortment.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Icaniwill