SportID

What SportID does

SportID is an Estonian company founded in 2012 in Tartu that builds and operates a wellness marketplace under the consumer-facing brand Stebby (app.stebby.eu). The company serves two end markets simultaneously: individual consumers seeking access to sports and wellness services, and corporate clients that use the platform to administer and distribute sports benefits as part of employee perks packages. Its core product is the Stebby platform, which functions as the connective layer between wellness providers and benefits-paying organisations; the input data lists a single product entry (Stebby) under products_and_services, and the company is described in its own firmographic data as creating "the best wellness marketplace for people and for companies to manage sports benefits."

The underlying technology footprint is narrow based on disclosed data: an app surface hosted on the stebby.eu domain, no documented API/SDK integration layer, and no app store listings captured in the source material. The company operates as a privately held, for-profit entity with a headcount of 11-50 employees and no disclosed parent company, subsidiaries, or public-market status. Capital history consists of four small disclosed funding events between 2013 and 2017, with Startup Wise Guys and Start-Up Chile appearing as institutional backers in the earliest rounds and a single undisclosed investor in each of the 2016 and 2017 rounds.

The business model is consistent with a two-sided marketplace: the company monetises by aggregating sports and wellness providers on one side and distributing their services through employer-sponsored benefits wallets and direct consumer access on the other. The source data does not disclose pricing models, take rates, GMV, ARR, contract structures, named customer logos, or geographic scope beyond the Estonian headquarters. As a result, the unit economics and revenue mix between B2B benefits contracts and direct consumer transactions cannot be triangulated from the available inputs.

Name

SportID

Website

https://sportid.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

SportID operates a wellness marketplace under the Stebby brand, connecting sports and wellness providers with individual consumers and with companies that administer employee sports benefits, headquartered in Tartu, Estonia.

Ownership category

akta.pro rank

Product category

Wellness Benefits Marketplace

NAICS

Fitness and Recreational Sports Centers (713940), Other Amusement and Recreation Industries (7139)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Athlete Wellness & Lifestyle Management/Concierge (Relocation, Personal Ops) (MPAKAMAK)

Keywords

• Wellness benefits platform
• Sports benefits marketplace
• Corporate wellness benefits
• Employee fitness benefits
• Wellness marketplace

Headquarters

HQ city

Tartu

HQ country

Estonia

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Core offering

SportID operates Stebby, a wellness marketplace platform that aggregates sports and wellness providers. It enables individuals to discover and use sports services and enables companies to manage and distribute sports benefits to their employees. The platform is accessed via the Stebby web app.

Product overview

Based on the limited source data, SportID's product portfolio includes Stebby. No additional context is available to determine whether this is a single product or part of a broader platform architecture.

Differentiator

Problem solved

Functional benefit

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights2 records

Direct peers

• Gympass: Global corporate fitness and wellness benefits platform connecting employers to gyms and studios. Most direct competitor to Stebby in the B2B sports benefits marketplace category, operating at vastly larger scale.
• Urban Sports Club: European corporate and consumer sports/fitness subscription platform offering flexible access to a network of studios and gyms. Closest geographic and model competitor to SportID/Stebby in the European market.
• ClassPass: Multi-sided fitness marketplace allowing users to access studios and gyms via credits/subscriptions. Operates a similar marketplace architecture connecting fitness consumers with providers.
• Wellable: Corporate wellness platform offering activity-based programs and rewards for employee wellbeing. Targets similar HR/benefits buyer personas as SportID's B2B offering.

Broad incumbents

• Virgin Pulse: Large enterprise employee wellbeing and engagement platform with global reach. Competes for the same corporate wellness budget that SportID targets, though with a much broader product portfolio.
• Headspace Health: Mental wellness platform with a strong B2B channel selling to employers for employee benefit programs. Competes for the same wellness benefits budget and expands the competitive landscape into adjacent modalities.
• Limeade: Employee experience and wellbeing platform serving mid-market and enterprise employers. Similar B2B go-to-market targeting HR and benefits decision-makers with corporate wellness programs.

Regional players

• Epassi: Nordic employee benefits platform covering sports, culture, wellness, and commuting. Highly relevant regional peer in the Nordic/Baltic geography where SportID operates.
• OneFit: Multi-country fitness network subscription offering flexible access to gyms and studios, with presence across Europe. Comparable marketplace model but operating in different geographies than Estonia.
• Smartum: Finnish employee sports and culture benefit provider with a network payment model. Directly comparable business model — employer-funded benefits distributed via network of providers — to SportID/Stebby.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/sportidcom
• LinkedInlinkedin.com/company/sportid-ee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors2 records

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 SportID