Proteinbolaget

What Proteinbolaget does

Proteinbolaget (legal entity Proteinbolaget i Sverige AB, org.nr 556884-6132) is a Swedish direct-to-consumer e-commerce retailer headquartered in Karlskoga that sells dietary supplements, health products, training apparel and training accessories online at proteinbolaget.se. The Shopify-hosted storefront is organized into navigational pillars including Bästsäljare, Kampanjer, Månadens Golden Deals, Sista chansen, Färdiga paket (curated bundles such as GAAM Performance Paket, Styrkepaket and Startpaket) and Nyheter, and a deep category tree spanning Bars, Drycker, Hälsokost, Kosttillskott, Livsmedel, Träningskläder and Träningsredskap & Utrustning, plus needs-based merchandising across Energi, Sömn, Stress, PMS/Klimakteriet, Mag- och tarmhälsa and Graviditet. Beyond third-party brands (Optimum Nutrition, BioTechUSA, Celsius, Red Bull, Monster, Swedish Supplements, Better Bodies, GASP and 70+ others), Proteinbolaget operates the proprietary GAAM supplement and energy-drink sub-brand (linked to gaamnutrition.com), the fitnessjunkie in-house supplement line and the VeganHey sister shop. Supporting modules include the Hälsokompassen and Proteinkompassen product guides, the Proteinbolaget Magazine editorial blog, and the Kundservice customer-service hub.

The technology stack is standard Shopify e-commerce — confirmed by proteinbolaget.se/cdn/shop/ asset paths and a proteinbolaget-dev.myshopify.com development URL — integrated with multiple payment gateways (Klarna, Apple Pay, Google Pay, Shop Pay, MobilePay, American Express, Maestro, Mastercard, Union Pay, Visa) and six last-mile delivery carriers (Budbee, Instabox, PostNord, DHL, Earlybird, Airmee) with carrier-app-based label-free returns. There is no public-facing API, SDK or integration portal. The platform supports Sweden, Norway and Finland through a country selector and surfaces on third-party channels PriceRunner and Google Store, with Trustpilot review acquisition as social proof (4,000+ reviews).

Revenue is generated through one-time retail transactions on the owned Shopify storefront, with pricing mechanics built around per-SKU retail prices, recurring promotional campaigns (Kampanjer), monthly Golden Deals, Sista chansen clearance and seasonal Deal Days at up to 60% off. Free-shipping thresholds of 499 kr (economy) and 99 kr (health supplements) encourage basket-building. The customer base is split across primary segments of strength/fitness enthusiasts and health-conscious consumers with defined wellness needs (energy, sleep, PMS, menopause, gut, stress, prenatal), with secondary segments in on-the-go energy/beverage consumers and training apparel/equipment shoppers. The only disclosed external funding is a 2016 round of $535,132 (investors undisclosed); founders Adam Gillberg (Co-Founder and Purchase Manager) and Mårten Åkeson (Founder and CEO) remain in leadership.

Name

Proteinbolaget

Legal name

Proteinbolaget i Sverige AB

Website

https://proteinbolaget.se

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Proteinbolaget is a Swedish direct-to-consumer e-commerce retailer (Proteinbolaget i Sverige AB, headquartered in Karlskoga) that sells dietary supplements, health products, training apparel and training accessories across Sweden, Norway and Finland through its Shopify-hosted proteinbolaget.se storefront, distributing 70+ third-party brands alongside its proprietary GAAM and fitnessjunkie sub-brands.

Ownership category

akta.pro rank

Product category

Online Health & Supplement Retail

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911), All Other Specialty Food Retailers (445298)

SIC

Wholesale-Groceries, General Line (5141), Food And Kindred Products (2000), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Bulk Food Buying Clubs & Cooperative Bulk Programs (CRAHAMAM), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG)

Keywords

• Dietary supplements retail
• Sports nutrition ecommerce
• Protein supplements online
• Health products retail
• Fitness accessories online

Headquarters

HQ city

Karlskoga

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct e-commerce sales of third-party and own-brand supplements, training apparel and accessories: Revenue is generated primarily through one-time retail transactions on the proteinbolaget.se Shopify storefront. The catalogue spans multiple categories (protein powders, creatine, vitamins, energy drinks, bars, training clothes, accessories) with prices listed per SKU. Customers transact via several payment methods (Klarna, Apple Pay, Google Pay, Shop Pay, MobilePay, card).
2. Own-brand GAAM distribution: Proteinbolaget distributes the GAAM brand of supplements, energy drinks and accessories (with a dedicated GAAM website gaamnutrition.com linked from the footer), generating wholesale/retail revenue from this proprietary label.
3. Promotional/discount code campaigns: Recurring promotional campaigns (Kampanjer), monthly Golden Deals, Sista chansen clearance and seasonal Deal Days drive revenue with up to 60% discounts. Customers can also apply discount codes at checkout, supporting transaction conversion.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Proteinbolaget operates the proteinbolaget.se Shopify-based e-commerce platform, selling dietary supplements, sports nutrition, health products, energy drinks, training apparel and training accessories to consumers across Sweden, Norway and Finland. The storefront distributes 70+ third-party brands (Optimum Nutrition, BioTechUSA, Celsius, Red Bull, Monster Energy, Swedish Supplements, etc.) alongside its owned GAAM, fitnessjunkie and VeganHey sub-brands, with curated bundles, needs-based merchandising, multi-carrier delivery and a marketed price guarantee.

Product overview

Proteinbolaget is a single unified e-commerce platform — proteinbolaget.se — built on Shopify and operated by Proteinbolaget i Sverige AB (Karlskoga, Sweden, org.nr 556884-6132). The core product is the online storefront itself, which functions both as a multi-brand marketplace distributing 80+ third-party brands (Optimum Nutrition, BioTechUSA, Scitec Nutrition, BSN, Celsius, Red Bull, Monster Energy, NOCCO, Elit Nutrition, Holistic, Great Earth, BioSalma, Elexir Pharma, Swedish Supplements, Pureness, Better Bodies, GASP, Gorilla Wear, etc.) and as the primary sales channel for its owned sub-brands GAAM (Proteinbolaget's flagship proprietary supplement, health-food and energy-drink range), fitnessjunkie (darker-pack training supplements) and the sister shop VeganHey (veganhey.com). The storefront is organized into navigational modules including Bästsäljare, Kampanjer, Månadens Golden Deals, Sista chansen, Färdiga paket (curated bundles like GAAM Performance Paket, GAAM Startpaket, Heey! Hydration/Workout/Wellness paket), Nyheter (new product drops such as Hydrate coconut water, the Heela line and the Nordic Kings organ/broth range), and Shoppa efter behov (needs-based merchandising across energi, graviditet, hjärt-hälsa, hormonell balans, mag/tarm, mental hälsa, nervsystem, PMS/klimakteriet, sömn, stress, viktkontroll, immunförsvar, hår/hud/naglar, muskler/leder/ben). Supporting modules include Träningskläder (training apparel) and Träningsredskap & Utrustning (training equipment), the Produktguider / Hälsokompassen & Proteinkompassen recommendation tool, the editorial Proteinbolaget Magazine blog, and the Kundservice customer-service hub integrating shipping carriers Budbee, Instabox, Postnord, DHL, EarlyBird and Airmee.

Differentiator

Problem solved

Functional benefit

Brands

• GAAM: Brand of sports nutrition supplements, health products and energy drinks (gaamnutrition.com) linked from Proteinbolaget's site footer as a related/owned brand.
• VeganHey
• Fitnessjunkie

Products and services

• Proteinbolaget (proteinbolaget.se) online store One of Sweden's leading online retailers for dietary supplements, health products, training apparel and training accessories, organised around navigation pillars including Bästsäljare, Kampanjer, Månadens Golden Deals, Sista chansen, Färdiga paket and Nyheter, and a deep category tree spanning Bars, Drycker, Hälsokost, Kosttillskott, Livsmedel, Träningskläder and Träningsredskap & Utrustning.
• GAAM supplements, health and energy drink brand GAAM is Proteinbolaget's proprietary in-house brand of dietary supplements, health products and energy drinks, ranging across whey protein, clear whey, casein, vegan protein, creatine, BCAA/EAA, PWO, multivitamins, omega-3, magnesium, electrolytes, fat-burner, ashwagandha and flavoured energy drinks, positioned as a featured assortment in dedicated categories and recurring Golden Deals promos.
• VeganHey vegan-oriented shop VeganHey is Proteinbolaget's sister brand for vegan-oriented products, linked from the Proteinbolaget footer as a related Proteinbolaget property alongside GAAM.
• fitnessjunkie supplements line fitnessjunkie is a Proteinbolaget-curated darker-packaged supplement line covering whey protein, creatine, BCAA, EAA, PWO, gainer, multivitamin, ashwagandha and NAD+, heavily featured in multi-pack promo bundles.
• Färdiga paket (curated supplement bundles) Färdiga paket is Proteinbolaget's pre-assembled supplement bundle offering, organising multi-product packs (Starterpaket, Deffpaket, On the Go-paket, Styrkepaket, Baspaket, Sample Pack, Performance Kit, Må Bra-paket) by training goal and combining complementary products to simplify the customer journey.
• Träningskläder & Träningsredskap (training apparel and equipment) Training apparel category (herr/dam, byxor, crop top, hoodies & jackor, linnen, mössor & kepsar, shorts, skor, sport-BH, strumpor, t-shirt, tights, tröjor) and Träningsredskap & Utrustning category (dragremmar & grepp, foam roller, hantlar, hopprep, medicinboll, MMA/boxning/brottning, skivstänger & vikter, träningsband, yogamatta, shakers & vattenflaskor), carrying brands such as Better Bodies, GASP, Gorilla Wear, Wolverine, CLN Athletics, Booty Builder, NEBBIA and Ignited Accessories.
• Hydrate 330 ml kokosvatten (coconut water) Hydrate 330 ml sparkling coconut water line in three flavours (Original Coco, Real Ginger, True Mango), marketed as a new launch on proteinbolaget.se for consumers seeking flavoured, sparkling coconut water.
• Nordic Kings grass-fed organ & bone broth supplements Nordic Kings grass-fed organ and bone-broth supplement line including Gräsbetad Nötmjälte EKO, Nötnjure EKO, Nöthjärta EKO, Nötlever EKO, Organmix EKO (180 caps each), Arktisk Fiskbuljong Premium MSC 400 g and Premium Benbuljongpulver EKO 500 g, positioned as a new range in the Nyheter collection.
• Heela supplement line Heela supplement line including Dubbelbiotika 60 caps, Dubbel Zink 60 caps, Q10 100 mg 60 caps, Elektrolyter 180 g, D-vitamin 2500ie 90 caps and Dubbel Järn 25 mg 90 caps, listed as new arrivals in the Nyheter collection.

Quantifiable outcome

• Price guarantee stated as 'always the best price on the market' for the entire assortment.
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature4 records

Partnerships

19 partnerships are on record, tiered flagship, core and minor.

• GAAM NutritionflagshipOEM/ Whitelabel/ Licensing PartnerGAAM is Proteinbolaget's own supplement, health and energy drink brand, prominently featured on the homepage ('Upptäck GAAMs breda sortiment av kosttillskott, hälsokost och energidryck') and linked to a dedicated gaamnutrition.com site. Dedicated campaigns (e.g., 20% off with GAAM20) and ready-to-go packages (Performance Paket, Vardagsboost, Startpaket) are built around GAAM products.
• VeganHeycoreOEM/ Whitelabel/ Licensing PartnerVeganHey is linked as a sister property in the Proteinbolaget footer alongside GAAM and Fitnessjunkie, suggesting a closely related vegan-focused brand family distributed through the Proteinbolaget storefront.
• Fitnessjunkie (fitnessjunkie brand)coreOEM/ Whitelabel/ Licensing PartnerFitnessjunkie branded products (Creatine, EAA, BCAA, PWO, Protein, Gainer, Ashwagandha, NAD+, Multivitamin) are stocked across multiple categories and used in ready-made packages, indicating a close brand alliance with Proteinbolaget.
• KlarnacoreStrategic or Co-development PartnerKlarna is listed as a primary payment method in the checkout experience (logo displayed in footer), enabling invoice, installment and other flexible payment options for Proteinbolaget customers.
• BudbeecoreStrategic or Co-development PartnerBudbee is one of Proteinbolaget's primary last-mile carriers for home and box deliveries; returns can also be initiated directly via the Budbee app without a return label.
• InstaboxcoreStrategic or Co-development PartnerInstabox is used for parcel-locker deliveries and supports label-free returns initiated in the Instabox app, as documented in the FAQ.
• PostNordcoreStrategic or Co-development PartnerPostNord is one of the listed delivery carriers for Proteinbolaget orders; customers can track PostNord shipments and initiate returns at any PostNord service point.
• DHLcoreStrategic or Co-development PartnerDHL handles parcel deliveries and returns for Proteinbolaget, with the FAQ linking to DHL's Swedish tracking and returns portals.
• EarlybirdminorStrategic or Co-development PartnerEarlybird is used as a delivery and returns carrier with branded tracking and returns URLs linked from the FAQ.
• AirmeeminorStrategic or Co-development PartnerAirmee is used for pickup-return logistics; customers book return pickups via the Airmee app or via SMS link.
• Optimum NutritionflagshipChannel Partner/ Reseller/ DistributorOptimum Nutrition is one of the most heavily promoted third-party brands at Proteinbolaget, with Gold Standard 100% Whey in 775 g and 2 kg sizes, Gold Standard Pre-Workout, Creatine Powder 317 g / 634 g, Opti-Men, Opti-Women and Creatine Tablets featured across bestsellers and campaigns.
• CelsiusflagshipChannel Partner/ Reseller/ DistributorCelsius is one of Proteinbolaget's flagship energy drink brands; 24-pack and 48-pack Mixflak variants are featured in bestsellers, campaigns and health-need categories (Energi) with dedicated promotions like '+24 grader' (369 kr/flak).
• BioTechUSAcoreChannel Partner/ Reseller/ DistributorBioTechUSA is a core stocked supplement brand with Iso Whey Zero, Protein Power, 100% Creatine Monohydrate, Beef Protein, BCAA, Ashwagandha, L-Arginine, L-Carnitine and other SKUs across multiple categories.
• Swedish SupplementscoreChannel Partner/ Reseller/ DistributorSwedish Supplements is a home-grown brand carried by Proteinbolaget with Fu*ked up Joker Edition PWO, Crazy 8 PWO, Whey Protein Deluxe, Slow Down, Super Greens, Lions Mane 500, Magnesium Complex, Calcium + Magnesium, Curcumin and other SKUs.
• Red BullcoreChannel Partner/ Reseller/ DistributorRed Bull Energidryck 250 ml and 355 ml (including sugar-free) are stocked as 24-pack Mixflak and single units across the Energi and Sista chansen categories.
• Monster EnergycoreChannel Partner/ Reseller/ DistributorMonster Energy 500 ml Mixflak (24-pack) is featured in bestsellers and as part of summer promotions ('Inget monster tar sommarpaus' at 397 kr/flak).
• TrustpilotcoreGTM or Marketing PartnerTrustpilot is featured prominently in the site footer ('Läs våra 4.000+ omdömen på Trustpilot') as a third-party customer review and reputation partner.
• ShopifyflagshipTechnology or IntegrationThe proteinbolaget.se storefront runs on Shopify, evidenced by the cdn.shopify.com asset domain, /cdn/shop/ paths and a referenced proteinbolaget-dev.myshopify.com development URL.
• Apple Pay, Google Pay, Shop Pay, MobilePaycoreTechnology or IntegrationMultiple digital wallet payment methods are integrated into the Proteinbolaget checkout and displayed in the footer payment icons, alongside Visa, Mastercard, American Express, Maestro and Union Pay.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Bodylab (formerly Gymgrossisten): One of Sweden's largest online sports nutrition retailers, operating across the Nordics with a broad multi-brand supplement assortment and own-label products; directly comparable to Proteinbolaget on geography, SKU breadth, customer base and price-led proposition.
• MM Sports: Swedish multi-brand e-commerce retailer of supplements, training apparel and accessories serving Nordic consumers; overlaps directly with Proteinbolaget on category mix, pricing-led positioning and target audience of fitness and health-conscious consumers.
• Bodystore: Swedish online store focused on dietary supplements and sports nutrition across multiple brands; competes head-to-head with Proteinbolaget in the Swedish market on assortment, price and Trustpilot-driven trust signals.
• Apollo Nutrition: Swedish supplement e-commerce specialist stocking multiple sports nutrition brands with a value-led positioning; directly comparable on assortment, customer persona and D2C Nordic distribution.
• Fitnessgrossisten: Nordic online retailer of supplements, vitamins and training accessories; close competitor to Proteinbolaget on multi-brand assortment, price guarantee messaging and target gym-goer / health consumer segments.

Broad incumbents

• Myprotein: Global D2C sports nutrition leader with a major own-brand range (whey, creatine, PWO, vitamins) and pan-European localization; comparable to Proteinbolaget on category and value proposition but with materially larger scale, brand and manufacturing ownership.
• XXL Sport: Nordic sporting goods retailer operating both online and physical stores, carrying supplements alongside training apparel, footwear and equipment; overlaps with Proteinbolaget's Träningskläder and Träningsredskap modules but is a much broader assortment incumbent.
• Sportamore: Leading Nordic online sporting goods retailer with a broad catalogue including supplements, apparel and equipment; comparable to Proteinbolaget on Nordic D2C e-commerce for active consumers but on a much larger scale and broader category footprint.

Emerging players

• Nordic Supplements: Direct-to-consumer Nordic supplement brand selling own-label whey, creatine and wellness products online; an emerging private-label competitor that overlaps with Proteinbolaget's GAAM and fitnessjunkie own-brand strategy.
• Gymshark: Global D2C training apparel and fitness-lifestyle brand with growing Nordic reach; comparable to Proteinbolaget's training apparel module and fitness-junkie persona, though primarily an apparel native rather than supplements-first retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors

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 Proteinbolaget