What Laget.se does

Laget.se (legally Sportion Media Group AB, org.nr 556745-5844) is a privately held Swedish software company headquartered in Örebro that operates Sweden's largest association management platform for sports clubs. Its core offering is a cloud-based, mobile-first platform combining a centralized member registry, OCR-based payment matching, professional club-website builder, group communications (SMS, push, app), and attendance tracking tightly integrated with national sports infrastructure including IdrottOnline, Riksidrottsförbundet LOK-stöd applications, Swish mobile payments, and the new Fritidskortet municipal leisure card. The platform serves 3,000+ clubs and approximately 30,000 teams across Sweden.

The product architecture follows a platform-plus-modules model: a 1,499 SEK/year basic license per club provides the core system, while standalone add-ons include the laget.se Bokning resource booking module (1,249 SEK/resource/year), Campverktyg for camp administration, Swish-insamling for fundraising (8% platform fee), Månadsgivare for monthly donor management (15% platform fee), and laget.se Premium ad-free tier (29 SEK/month). Cross-platform mobile apps are distributed on iOS App Store, Google Play, and Huawei AppGallery. Native integrations span IdrottOnline, Fritidskortet, Rbok, ApN, Kakservice, Swish, and Facebook. Recent product velocity (8+ feature additions in 2026) and a scheduled 25% price increase on the basic license from October 2026 point to sustained reinvestment and pricing power.

The go-to-market is product-led growth with self-serve club registration via the website, supported by phone/email inside-sales assistance for mid-market accounts. Customer segments are Swedish sports clubs (primary), teams/groups (primary use case), and parents/leaders/coaches/boards as end-user personas. Revenue streams combine recurring SaaS subscriptions, unit-priced add-on modules, tiered transaction fees on processed payments (5–39 SEK per invoice), and percentage take-rates on donations and Swish fundraising. The company is privately held, has not raised external capital, employs 11–50 people, and operates exclusively in Sweden.

Name

Laget.se

Legal name

Sportion Media Group AB

Website

https://laget.se

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Laget.se (Sportion Media Group AB) operates Sweden's largest association management platform for sports clubs, serving 3,000+ clubs and 30,000 teams with member management, OCR-based payment matching, club websites, mobile apps, and integrations to IdrottOnline, Swish, and Fritidskortet, monetizing via annual subscriptions, transaction fees, and percentage take-rates on donations and fundraising.

Ownership category

akta.pro rank

Product category

Sports Club Management Software

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industry

Meet & Invitational Organizers (MPAKADAC)

Keywords

• Association management software
• Sports club platform
• Member management system
• Club communication tools
• Online invoicing system

Headquarters

HQ city

Örebro

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Annual Basic License Subscription: Annual subscription fee for core association management system including member registry, website, app, invoicing, digital member cards, attendance management, and communications. Revenue model: subscription_recurring.
2. Booking Module (laget.se Bokning): Annual per-resource subscription for booking and schedule management. Price is 1,249 SEK per resource per year.
3. Service Fees on Payments: Transaction-based fees on invoice payments processed through the platform: 5 SEK for 1-100 SEK, 9 SEK for 101-200 SEK, 19 SEK for 201-700 SEK, 29 SEK for 701-1,500 SEK, 39 SEK for 1,501+ SEK.
4. Premium Subscription: Ad-free experience subscription at 29 SEK/month for individual users, with 20 SEK/month family discount option.
5. Monthly Donor Platform Fee: 15% platform fee on monthly donation collections managed through the system.
6. Swish Collection Fee: 8% platform fee on Swish fundraising collections.
7. SMS Services: Group SMS is free; Payment SMS costs 0.39 SEK per recipient.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Laget.se sells an annual subscription-based association management platform for Swedish sports clubs, combining a member registry with automated OCR payment matching, internal communication tools, a mobile-optimized club website builder, and attendance reporting linked to IdrottOnline for LOK-stöd. Optional paid add-on modules include resource booking, a camp administration tool, Swish-based fundraising, a monthly donor system, and a consumer-facing ad-free Premium subscription.

Product overview

laget.se is a comprehensive association management platform (föreningssystem) designed for Swedish sports clubs. The core platform provides member management, communication, website hosting, invoicing, and attendance tracking. It operates on a platform-plus-modules architecture with several add-on tools: laget.se Bokning for facility and resource scheduling, Campverktyg for camp administration, Swish-insamling for fundraising via Swish, Månadsgivare for monthly donor management, and laget.se Premium for an ad-free experience. Native integrations connect with IdrottOnline (for LOK-stöd), Fritidskortet, Rbok, ApN, Kakservice, and Facebook. The mobile app extends functionality to iOS, Android, and Huawei devices. The platform serves over 3,000 clubs and 30,000 teams across Sweden.

Differentiator

Problem solved

Functional benefit

Products and services

• laget.se Core Platform (Föreningssystem) Annual subscription platform that gives Swedish sports clubs a unified member registry, OCR-based invoice handling and payment matching, internal communications (group messaging, SMS, app contact book), mobile-optimized club website builder, attendance reporting for LOK-stöd, and integrations with IdrottOnline and Swish. Targets club boards, administrators, leaders, players and parents.
• laget.se App Cross-platform mobile application (iOS, Android, Huawei) providing club members, leaders, and parents with access to activities, schedules, news, push notifications, and a club contact book.
• laget.se Bokning (Booking Module) Resource booking and scheduling tool sold as a paid add-on to the core platform; allows clubs to manage availability, recurring bookings, and reservations for football pitches, club rooms, minibuses, and other shared resources at 1,249 SEK per resource per year.
• Campverktyg (Camp Management Tool) Camp administration add-on enabling clubs to organize camps with customizable registration forms, automated confirmation emails, integrated payment collection with automatic tracking, and LOK-stöd eligibility.
• Swish-insamling (Fundraising Tool) Swish-based fundraising add-on that lets clubs create branded fundraising campaigns with social media sharing, automatic in-club marketing, and real-time progress tracking; the platform retains an 8% fee on collected funds.
• Månadsgivare (Monthly Donor System) Monthly donor management add-on providing clubs with recurring revenue via automatic autogiro direct debit, a club-branded donation page, and monthly payouts to the club; the platform retains a 15% fee on collected donations.
• laget.se Premium Consumer-facing ad-free subscription priced at 29 SEK/month per user (with a 20 SEK/month family discount option), providing an uninterrupted experience across the app, mobile web, and desktop.

Quantifiable outcome

• 3,000+ clubs and 30,000 teams managed on the platform
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• KakservicecoreTechnology or IntegrationIntegration enabling clubs to start cookie and fundraising product sales directly through laget.se. Leaders can initiate sales campaigns from the app or club admin, with automatic email distribution to members. Automates the fundraising workflow for clubs.
• Riksidrottsförbundet (Swedish Sports Confederation)coreStrategic or Co-development PartnerIdrottOnline integration for LOK-stöd (local sports activity support) applications. The system sends member attendance data to support club applications for government sports funding.
• IdrottOnlinecoreTechnology or IntegrationOfficial integration with Swedish Sports Confederation's platform for submitting LOK-stöd applications and member activity reports required for government funding.
• FriendsminorStrategic or Co-development PartnerPartnership since 2012 with anti-bullying organization Friends to promote safe and inclusive sports environment. Provides tips and guidelines for leaders, players, and parents on creating positive club culture.
• Fritidskortet (Leisure Card)coreTechnology or IntegrationIntegration supporting Fritidskortet payments for club activities. OCR functionality on invoices to handle the increasing use of Fritidskortet for membership fee payments.
• Hitta Idrotten (Find Sport)minorStrategic or Co-development PartnerJoint tool developed with Praktikertjänst to help parents and individuals find sports clubs and activities in their local area, supporting the company's 'More in Sports' vision.
• SwishcoreTechnology or IntegrationSwedish mobile payment integration enabling clubs to collect membership fees, camp payments, and fundraising contributions via Swish with automatic transaction tracking.
• Sveriges Föreningssystem (Swedish Association System)coreStrategic or Co-development PartnerMember of industry association representing association management systems in Sweden, positioning laget.se as the leading platform in the sector.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Heja: Swedish mobile-first sports team and club communication/management app. Direct competitor to Laget.se in the same Swedish SMB sports-club segment, targeting overlapping use cases like team messaging, scheduling, and parent communication.
• Spond: Norwegian sports team and club management platform widely used across Scandinavia. Closest cross-Nordic peer to Laget.se with overlapping club-management, communication, and event-coordination functionality serving youth and amateur sports organizations.
• TeamSnap: Large North American SaaS platform for sports clubs and teams covering scheduling, communication, payments, and registration. Comparable business model and feature set to Laget.se, serving amateur sports organizations in a different geography.
• LeagueApps: US-based sports league, club, and program management SaaS. Comparable feature scope — registration, payments, scheduling, websites, communication — to Laget.se, targeting youth and amateur sports providers with similar PLG motion.
• Sport:80: UK-based SaaS platform providing membership, events, education, and workforce management for national and regional sports organizations. Functionally analogous to Laget.se's sports-club management suite, though tilted toward governing-body customers.
• Clubplanner: UK-based club and association management SaaS serving sports clubs with website, membership, payments, and communication tools. Direct functional peer to Laget.se in a different national market with similar target customer profile.

Broad incumbents

• SportsEngine: US-based sports technology platform acquired by NBC Sports, providing registration, management, streaming and broadcasting tools for youth sports organizations. Larger incumbent with broader portfolio than Laget.se but overlapping club-management capabilities.
• Stack Sports: US-based sports technology platform serving governing bodies, leagues, and clubs across multiple sports. Broader incumbent than Laget.se but overlaps with member-management, communication, and registration capabilities.
• Active Network: Large North American SaaS operator serving sports, events, and activity-based organizations with registration, payment, and member-management infrastructure. Broader incumbent with overlapping capabilities to Laget.se's payments and membership tooling.

Emerging players

• Playtomic: European platform for booking and managing sports facilities (padel, tennis, soccer). Comparable to Laget.se's laget.se Bokning booking module but at larger scale across multiple sports venues; partial overlap with Laget.se's resource-booking functionality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lagetse
• Facebookfacebook.com/laget.se
• LinkedInlinkedin.com/company/laget-se

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 Laget.se