First Camp Gunnarsö AB
First Camp (United Camping Holding AB) operates Scandinavia's largest branded camping chain with 70+ destinations across Sweden, Norway, and Denmark, offering tent pitches, 3,000+ cabins, RV/caravan sites, and glamping under sub-brands First Camp Resort and First Camp Easy, sold direct-to-consumer via firstcamp.se and a mobile app.
- Company typePrivate
- Founded2011
- HeadquartersGöteborg, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingServices
What First Camp Gunnarsö AB does
First Camp operates Scandinavia's largest branded camping chain under the parent company United Camping Holding AB, headquartered in Stockholm. The company provides outdoor accommodation across 70+ destinations in Sweden, Norway, and Denmark, offering a tiered portfolio that spans tent pitches, motorhome and caravan sites with electricity hookups, glamping units, and a stock of more than 3,000 cabins ranging from 16 sqm basic units to 45 sqm premium accommodations. Pricing for standard camping pitches runs from 280–350 SEK per night. The portfolio is organized through three sub-brands — First Camp Resort (premium destinations with pools, adventure golf, restaurants, and the Summer Weeks program with the Yessi children's club during weeks 27–32), First Camp Easy (simplified, nature-proximate sites with streamlined check-in), and the core First Camp brand — supplemented by a season-pitch subscription product and the Husbilspasset one-time RV pass (299 SEK + 275 SEK/night at nearly 70 destinations).
The company runs on a direct-to-consumer digital platform: firstcamp.se with integrated booking, a mobile app using Firebase Analytics for usage tracking, online self-service check-in, and Klarna buy-now-pay-later payments. Customer-facing distribution is anchored in self-serve digital booking, complemented by phone support (0771-101 200) and on-site reception. The First Camp Club freemium loyalty program yields 5% points back on bookings and a 50 SEK signup bonus. B2B and group revenue lines include corporate housing (Företagsboende), conference facilities (Konferens), and group travel packages. Ancillary revenue comes from bike/canoe/kayak rentals, the First Camp Bistro, convenience stores, and cleaning/linen services at individual destinations.
Revenue is generated through six streams: nightly camping pitch fees, cabin/stuga rentals, seasonal pitches, Husbilspasset memberships, ancillary on-site services, and corporate/group bookings. The customer base is fragmented across families with children, nature enthusiasts, motorhome/caravan travelers, corporate accounts, group travelers, and season/repeat campers, with the Swedish camping market hosting approximately 17 million guest nights per year as backdrop demand. Strategic partnerships layer additional value onto the accommodation core — MyCamper for peer-to-peer RV rental, InCharge/Vattenfall for EV charging infrastructure, Klarna for payments, and Sunne Sommarland for water park bundling.
First Camp Gunnarsö AB firmographics
Firmographics- Name
- First Camp Gunnarsö AB
- Legal name
- United Camping Holding AB
- Website
- https://firstcamp.se
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- First Camp (United Camping Holding AB) operates Scandinavia's largest branded camping chain with 70+ destinations across Sweden, Norway, and Denmark, offering tent pitches, 3,000+ cabins, RV/caravan sites, and glamping under sub-brands First Camp Resort and First Camp Easy, sold direct-to-consumer via firstcamp.se and a mobile app.
- Ownership category
- akta.pro rank
First Camp Gunnarsö AB industry classification
Industry- Product category
- Outdoor Hospitality and Camping Services
- NAICS
- RV (Recreational Vehicle) Parks and Campgrounds (721211), Recreational and Vacation Camps (except Campgrounds) (721214), Recreational Goods Rental (532284)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- KOA/Chain & Franchise Campgrounds (THAMAJAG)
- akta.pro secondary industries
- Campgrounds & RV Parks (Developed Sites) (THAGAOAA), RV Parks & Motorhome Resorts (THAMAJAA), Cabin & Cottage Campgrounds (THAMAJAD), Seasonal & Long-Term Campsites (Snowbirds, Extended RV Stays) (THAMAJAF)
Keywords
Where First Camp Gunnarsö AB is headquartered
LocationHeadquarters
- HQ city
- Göteborg
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
First Camp Gunnarsö AB business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Camping site fees: Nightly fees for camping pitches with or without electricity, ranging from approximately 280-350 SEK per night for standard pitches. Additional fees for premium locations, peak seasons, and extra guests.
- Cabin/stuga rentals: Over 3000 cabins available across Scandinavia, ranging from simple 16 sqm units to premium 45 sqm accommodations. Prices vary by size, location, and season.
- Season pitches: Annual or seasonal camping passes allowing unlimited use of a fixed pitch throughout the season, including holidays and long weekends.
- Husbilspasset membership: One-time pass costing 299 SEK plus 275 SEK per night for motorhome/caravan camping at nearly 70 destinations.
- Ancillary services: Revenue from bike rentals, canoe/kayak rentals, activity programs, restaurant/bistro services, convenience stores, and cleaning/linen services at various destinations.
- Corporate/group bookings: Conference facilities, corporate accommodation, and group travel packages for businesses and organizations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Standard camping pitch from 280-350 SEK/night |
| One time/ perpetual license | Pay-as-you-go | Husbilspasset - motorhome pass |
| Subscription | Pay-as-you-go | Cabin/stuga pricing varies by size and features |
| Subscription | Annual | Season camping passes |
| Freemium | Pay-as-you-go | First Camp Club loyalty program |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
First Camp Gunnarsö AB product offering
Product offeringCore offering
First Camp operates a network of 70+ camping destinations across Sweden, Norway, and Denmark, providing tent and motorhome pitches priced from 280-350 SEK per night (with electricity) and more than 3,000 cabin/stuga rentals ranging from 16 sqm budget units to 45 sqm premium accommodations. The product mix spans seasonal pitches, glamping sites, group and corporate accommodations, conference facilities, and ancillary services such as bike/kayak rentals, bistro dining, and the Husbilspasset fixed-rate RV pass valid at nearly 70 destinations. Distribution is direct-to-consumer via firstcamp.se, the mobile app, phone booking (0771-101 200), and on-site reception.
Product overview
First Camp operates a platform-plus-sub-brands architecture offering camping accommodations and related services across Scandinavia. The core platform (firstcamp.se) provides booking for 70+ destinations in Sweden, Norway, and Denmark, supported by the First Camp Club loyalty program. The portfolio includes three distinct sub-brands: First Camp Resort (premium destinations with enhanced facilities and Summer Weeks programming), First Camp Easy (simplified camping with nature-proximate locations), and the main First Camp brand. Supplementary products include the Husbilspasset RV pass (fixed-rate camping), Lågpriskalendern dynamic pricing tool, Flex booking flexibility, and seasonal camping options. Additional services encompass group travel, conference facilities, corporate housing, glamping accommodations, and the First Camp Bistro restaurant concept. The First Camp App provides mobile access to bookings and services.
Differentiator
Problem solved
Functional benefit
Brands
- First Camp Resort: Premium camping destinations with pool, adventure golf, restaurant, and summer weeks with children's club and entertainment
- First Camp Easy
- First Camp Club
- Husbilspasset
Products and services
- Camping Pitch Bookings Nightly rental of tent and motorhome pitches (with or without electricity) at 70+ Scandinavian destinations. Pricing from 280-350 SEK per night for standard pitches with electricity. Targeted at outdoor travelers, families, and RV users seeking Scandinavian camping experiences with flexible booking (Flex option for free cancellation until 15:00 the day before arrival).
- Cabin and Stuga Rentals Cabin (stuga) rental service offering 3,000+ units ranging from 16 sqm simple cabins (such as Talltorp, 4 beds) to 45 sqm premium accommodations (Hamnvillan, Kalmarstuga, Stensostuga). Prices vary by size, season, and destination. Targeted at families, couples, groups, and corporate guests requiring more comfort than tent pitching.
- First Camp Club Loyalty Program Free loyalty program where members earn 5% points back on bookings, redeemable for discounts on future reservations at nearly 70 destinations in Sweden, Norway, and Denmark. New members receive 50 points (equivalent to 50 SEK discount) immediately upon registration. Targeted at repeat individual and family campers.
- First Camp Resort Sub-brand of premium camping destinations featuring enhanced facilities including pools, adventure golf, on-site restaurants, and Summer Weeks programming (weeks 27-32) with Yessi children's club, family activities, and evening entertainment included in the booking price. Targeted at families with children seeking upscale Scandinavian camping experiences.
- First Camp Easy Sub-brand of camping destinations with simpler standards, relaxed atmosphere, nature-proximate locations, and streamlined check-in/check-out. Targeted at price-sensitive travelers and outdoor enthusiasts seeking a back-to-basics Scandinavian camping experience.
- Husbilspasset (RV Pass) One-time purchase pass priced at 299 SEK enabling fixed-rate camping at 275 SEK per night at nearly 70 destinations across Sweden, Norway, and Denmark. Valid for both motorhomes and caravans. Targeted at motorhome and caravan travelers planning multi-destination Scandinavian trips who want price predictability.
- Season Camping (Säsongscamping) Seasonal or annual camping pass providing unlimited use of a fixed pitch throughout the season, including holidays and high-demand long weekends. Available for summer, winter, pre-season, post-season, or full-year terms. Targeted at dedicated long-stay campers seeking guaranteed spots during peak periods.
- Glamping Glamorous camping accommodation featuring comfortable beds and premium amenities, providing a tent-like outdoor experience with added luxury. Targeted at travelers seeking outdoor experiences with hotel-level comfort.
- Group Trips (Gruppresor) Group travel package offering accommodation in cabins at discounted group rates across most destinations. Targeted at schools, sports clubs, senior organizations, and special-interest groups arranging organized group travel.
- Conference Services (Konferens) Conference and meeting services at nature-proximate destinations, combining conference facilities with on-site cabin accommodation, meal packages, and group activities. Targeted at corporate and organizational event planners.
- Corporate Housing (Företagsboende) Affordable corporate accommodation in comfortable cabins with private kitchens and free parking, suitable for both long-term and short-term corporate projects and located near project sites. Targeted at companies and organizations requiring affordable extended-stay or short-term lodging for employees.
- First Camp Mobile Application Mobile application enabling customers to browse destinations, manage bookings, perform self-service check-in, access campground information, and receive updates about campaigns and new services. Location services provide destination suggestions based on proximity. Targeted at all First Camp customers for mobile-first booking and trip management.
- Lågpriskalendern (Low-Price Calendar) Dynamic-pricing calendar that aggregates and displays best-available rates across destinations and dates, helping customers find affordable stays within their budget parameters. Targeted at price-sensitive travelers and families comparing destinations.
Quantifiable outcome
- 17 million guest nights per year in Swedish camping industry
Companies that use First Camp Gunnarsö AB
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles4 records
First Camp Gunnarsö AB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
First Camp Gunnarsö AB partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- MyCamperminorPartnership enabling customers to rent caravans and motorhomes through MyCamper platform when booking camping trips. Provides additional revenue stream for motorhome owners and expands travel options for customers.
- Sunne SommarlandcoreStrategic partnership with Sunne Sommarland, one of Sweden's largest water parks, located adjacent to First Camp Sunne-Fryksdalen. Special vacation packages combining camping accommodation with water park entry at 20% discount. Major family attraction driving bookings to the destination.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
First Camp Gunnarsö AB competitors and assessment
Company assessmentBroad incumbents
- Airbnb: The global vacation rental marketplace with a significant presence in Scandinavian nature destinations. Comparable as a broad incumbent capturing alternative-accommodation demand (cabins, glamping, unique stays) that competes with First Camp's cabin inventory at the destination level.
- Booking.com: The largest online travel agency globally, listing hotels, vacation rentals, and alternative accommodations including campgrounds. Comparable as a broad incumbent distribution channel and competitor that captures Scandinavian traveler demand for both lodging and alternative accommodation.
Regional players
- Nordic Camping & Cabins (NCC): A Scandinavian camping booking platform aggregating independent campgrounds across the Nordics. Comparable as a regional direct competitor in the same geographies (Sweden, Norway, Denmark) offering a multi-destination booking experience for campers.
Others
- MyCamper: A Scandinavian peer-to-peer RV and caravan rental platform and existing First Camp channel partner. Comparable as an ecosystem participant enabling RV/motorhome travel that First Camp supports via its Husbilspasset and motorhome pitches — adjacent rather than direct competition.
Direct peers
- Leading Campings: A European association of premium independent campgrounds marketed as a curated network across multiple countries. Comparable to First Camp in offering a multi-destination camping selection with quality standards, though without a single operator owning all sites.
- Suncamp Holidays: European camping holiday operator with a multi-country network of campgrounds offering mobile homes, tents, and pitches. Comparable to First Camp in delivering a curated camping-network experience across borders with online booking and family-friendly positioning.
- KOA (Kampgrounds of America): The largest North American campground franchise chain with hundreds of locations across the US and Canada. Directly comparable as a multi-destination camping chain offering tent, RV, and cabin accommodations with a loyalty program (KOA Rewards) — the closest structural analog to First Camp's chain model.
- Huttopia: European chain of nature-based campsites and ready-to-camp accommodations operating across France, Spain, Portugal, Netherlands, and North America. Comparable as a multi-country camping chain offering cabins, pitches, and glamping with on-site activities — overlapping directly with First Camp's Resort/Easy positioning.
- Eurocamp / Vacansoleil: European camping-holiday operators selling stays at a network of campgrounds across continental Europe. Comparable in offering multi-destination camping packages (pitches, mobile homes, cabins) targeting family vacationers — directly aligned with First Camp's family-segment focus.
Emerging players
- Hipcamp: A US-based marketplace for camping, glamping, and unique outdoor stays on private land. Comparable as an emerging digital-first platform targeting the same alternative-accommodation and outdoor experience demand that First Camp serves with its cabin/glamping offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
First Camp Gunnarsö AB social profiles
Digital presenceFirst Camp Gunnarsö AB compliance and trust
Trust signalCompliance1 record
First Camp Gunnarsö AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Camp Gunnarsö AB leadership team
Management profileNumber of profiles
First Camp Gunnarsö AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Camp Gunnarsö AB M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about First Camp Gunnarsö AB
What does First Camp Gunnarsö AB do?
First Camp operates a network of 70+ camping destinations across Sweden, Norway, and Denmark, providing tent and motorhome pitches priced from 280-350 SEK per night (with electricity) and more than 3,000 cabin/stuga rentals ranging from 16 sqm budget units to 45 sqm premium accommodations. The product mix spans seasonal pitches, glamping sites, group and corporate accommodations, conference facilities, and ancillary services such as bike/kayak rentals, bistro dining, and the Husbilspasset fixed-rate RV pass valid at nearly 70 destinations. Distribution is direct-to-consumer via firstcamp.se, the mobile app, phone booking (0771-101 200), and on-site reception.
Is First Camp Gunnarsö AB a public or private company?
First Camp Gunnarsö AB is a private company. It is classified as corporate owned and is currently operating.
When was First Camp Gunnarsö AB founded?
First Camp Gunnarsö AB was founded in 2011. It employs 101 to 250 people.
Where is First Camp Gunnarsö AB based?
First Camp Gunnarsö AB is headquartered in Göteborg, Sweden, in the Europe region.
How does First Camp Gunnarsö AB make money?
Six revenue lines are on record. Camping site fees are the primary driver. The others are cabin/stuga rentals, season pitches, husbilspasset membership, ancillary services and corporate/group bookings.
Who are First Camp Gunnarsö AB's main competitors?
Broad incumbents on record are Airbnb and Booking.com. Nordic Camping & Cabins (NCC) is listed as a regional player. MyCamper is listed as an others. Direct peers are Leading Campings, Suncamp Holidays, KOA (Kampgrounds of America), Huttopia and Eurocamp / Vacansoleil. Hipcamp is listed as an emerging player.
Does First Camp Gunnarsö AB have an API?
No public API is recorded for First Camp Gunnarsö AB.
What industry is First Camp Gunnarsö AB in?
First Camp Gunnarsö AB's product category is Outdoor Hospitality and Camping Services. Its primary akta.pro industry code is THAMAJAG, KOA/Chain & Franchise Campgrounds, with a secondary code of THAGAOAA, Campgrounds & RV Parks (Developed Sites). Its NAICS code is 721211 and its SIC code is 7000.