Kübler Sport

What Kübler Sport does

Kübler Sport GmbH is a privately held German specialty e-commerce retailer of sports and therapy equipment, headquartered in Backnang and operating since 1987. The company runs an online shop with 14,000+ articles accessible via storefronts in Germany (kuebler-sport.de) and Austria (kuebler-sport.at), combining its own Kübler Sport branded line with products from more than 50 partner brands, including an exclusive DACH distribution arrangement for AIREX balance and rehabilitation products. Its catalog spans balls, fitness equipment, gymnastics, martial arts, climbing, athletics, racket and team sports, playground equipment, water therapy, psychomotor materials, and practice facility equipment, with unit pricing ranging from small accessories (~€5) to major therapy installations (€1,000-17,999).

The company serves five primary customer verticals — schools (Schulen), registered sports clubs (Vereine), fitness studios, therapy practices, and kindergartens (Kitas) — alongside individual consumers. Distribution is exclusively direct-to-consumer via the e-commerce storefront, with free package shipping above €150, payment options including PayPal, credit card, Klarna, and prepayment, and a €10 newsletter voucher to incentivize first purchases. Beyond hardware sales, Kübler Sport generates revenue from three professional services streams: sports facility planning and installation (Padel courts, mini sports fields, sports halls, outdoor fitness), certified equipment inspection and maintenance, and project consultation for larger institutional clients such as Stadt Stuttgart and SportPark Mottbruch Gladbeck.

Marketing is multi-channel, combining a content-led magazine/blog, the SportImpuls podcast, email newsletter, and active social presence on Instagram, Facebook, TikTok, YouTube, and LinkedIn, supplemented by trade-event participation. The company holds a 10-year Trusted Shops "Excellent Shop" certification, EcoZert sustainability certification, and a PLANT-MY-TREE climate partnership, reinforcing credibility with institutional procurement buyers. Ownership is founder-led with no disclosed external private equity, parent company, or subsidiaries, and the business operates with 51-100 employees across the DACH region.

Name

Kübler Sport

Legal name

Kübler Sport GmbH

Website

https://kuebler-sport.de

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

51–100 employees

Short description

Kübler Sport is a German specialty e-commerce retailer (founded 1987, Backnang) selling 14,000+ sports and therapy articles across DACH. It serves schools, sports clubs, fitness studios, therapy practices, and kindergartens with hardware, exclusive AIREX distribution, and facility planning/installation services.

Ownership category

akta.pro rank

Product category

Sports Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Team Sports Goals, Nets & Field Equipment Retail (CRAMAEAK), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ)

Keywords

• Sports equipment retail
• Fitness equipment
• Therapy supplies
• Sports facility planning
• E-commerce sporting goods

Headquarters

HQ city

Backnang

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (E-commerce): Direct online sales of sports equipment, fitness gear, therapy supplies, and sports facility equipment to schools, clubs, fitness studios, therapy practices, and individuals. Revenue generated through one-time product purchases with optional extended warranties up to 10 years.
2. Sports Facility Planning & Installation Services: Custom planning, construction, and installation services for sports facilities including Padel courts, mini sports fields (Soccer Courts), sports halls, and outdoor fitness areas. Includes professional installation, field markings, and maintenance services.
3. Sport Equipment Inspection & Maintenance: Certified inspection and maintenance services for sports equipment including safety checks, repairs, and regulatory compliance verification.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Kübler Sport sells approximately 14,000 sports, fitness and therapy articles through its own e-commerce platform, combining its own Kübler Sport branded equipment with distributed brands such as AIREX, Spieth, TOGU, Mikasa, BECO and Eurotramp. The company also provides sports facility planning, professional installation, certified equipment inspection and maintenance services to schools, clubs, fitness studios, therapy practices and kindergartens across the DACH region.

Product overview

Kübler Sport is a German sports equipment retailer operating an e-commerce platform with approximately 14,000 products for schools, clubs, therapy practices, and fitness facilities. The portfolio combines their own Kübler Sport branded equipment with products from 50+ partner brands including AIREX, Spieth, TOGU, Mikasa, BECO, tanga sports, pedalo, Eurotramp, and Spitzner. Core products span sports equipment categories (balls, fitness equipment, gymnastics, martial arts, climbing, athletics, racket sports, team sports, playground equipment, gymnastics apparatus, club supplies, water sports), therapy supplies (water therapy, psychomotor materials, practice facilities), and facility planning services (object planning, installation, inspection, Padel courts, mini sports fields). The company also offers complementary services including a podcast (SportImpuls) and newsletter subscription with discount incentives.

Differentiator

Problem solved

Functional benefit

Brands

• AIREX: AIREX is a brand of balance and fitness products (balance pads, mats) that Kübler Sport distributes as an authorized dealer

Products and services

• Kübler Sport Eigenmarke (own brand sports equipment)

Quantifiable outcome

• Free shipping threshold of €150 with €6.90 standard shipping
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• PLANT-MY-TREEminorOthersClimate protection partnership under the motto 'Every tree counts' (Jeder Baum zählt) focused on environmental protection and sustainable future for coming generations.
• EcoZertminorOthersCertification partnership recognizing Kübler Sport's sustainable actions in the areas of environment, social responsibility, and corporate governance.
• AIREX (Distribution)coreChannel Partner/ Reseller/ DistributorExclusive distribution partnership for AIREX balance pads and fitness products in the DACH region. Kübler Sport serves as the AIREX distribution partner.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Sport Conrad: Sport Conrad is a German online sports retailer specializing in outdoor, fitness, and team sports equipment with comparable customer base and SKU breadth.
• Sport-Thieme: Sport-Thieme is the closest direct competitor — a German e-commerce and catalog retailer of sports, therapy, and educational equipment serving schools, clubs, and therapy practices with a similarly broad SKU catalog and B2B focus.
• Hammer Sport: Hammer Sport is a German manufacturer and retailer of fitness and strength equipment, comparable to Kübler in product categories and DACH market focus.
• Fitshop (Sport-Tiedje): Fitshop is one of Europe's largest home and commercial fitness equipment retailers with overlapping fitness-studio and therapy channel exposure to Kübler's core customer segments.

Others

• Eurotramp: Eurotramp is a German manufacturer of trampolines and gymnastics equipment, one of the partner brands Kübler sells — a supplier-counterpart in gymnastics and school sports categories.
• TOGU: TOGU is a German manufacturer of balance, fitness, and therapy products — a supplier-brand that Kübler distributes, making it a direct upstream counterpart in shared product categories.
• Spieth Gymnastics: Spieth is a long-established German manufacturer of gymnastics apparatus, distributed by Kübler and serving the same school, club, and competitive gymnastics customer segments.
• AIREX: AIREX is a Swiss manufacturer of balance and rehabilitation products, exclusively distributed by Kübler in the DACH region — making it both a partner and an adjacent competitor in balance training equipment.

Broad incumbents

• Decathlon: Decathlon is a global sporting goods incumbent operating own-brand retail across Europe with deep price competitiveness, overlapping heavily with Kübler's general sports and fitness equipment assortment.
• Intersport: Intersport is a global sports retail cooperative with a strong German footprint, offering both apparel and equipment categories that overlap with Kübler's range across team sports, fitness, and therapy-adjacent gear.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/Kuebler-Sport-De
• Facebookfacebook.com/KueblerSport
• LinkedInde.linkedin.com/company/k%C3%BCbler-sport-gmbh
• Instagraminstagram.com/kueblersport
• TikToktiktok.com/@kueblersport
• Xx.com/kueblersport

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Kübler Sport