Kajakk & Fritid

What Kajakk & Fritid does

Kajakk & Fritid is a Norwegian multi-category outdoor recreation retailer founded in 2004, headquartered in Drammen, Norway, with 11-50 employees and 10 physical retail stores across Norway supplemented by an e-commerce platform at kajakk-fritid.no and a Swedish domain. The company sells electric bicycles under its own Momas and Fosna house brands (ranging from city/trekking to cargo and mountain bikes with 70-115 Nm motors and 630-1224Wh batteries), kayaks under its NorthZone house brand plus third-party Riot, inflatable SUP boards under SurPlus and Aqua Marina, and SurPlus-branded home fitness equipment. The portfolio is rounded out with accessories, paddling clothing (Palm Equipment, Typhoon), electric mopeds, and packrafts, alongside certified kayak and SUP courses run by instructors qualified under Norges Padleforbund.

The core technology stack is a conventional e-commerce platform with Kustom checkout integration and Cookiebot consent management; logistics are handled through Posten Norge. The proprietary differentiation sits in house-brand product development (NorthZone HDPE sandwich-construction kayaks, Momas/Fosna e-bikes with proprietary motor configurations) and the physical retail test-center model, which is reinforced by a comprehensive online technical-support documentation library for every Momas and Fosna e-bike model. NorthZone has been recommended by Padling Magazine and the Momas Ultimate+ has been independently awarded by Anbefaler.com and Dagbladet.

The business model is direct-to-consumer retail across both physical stores and an owned e-commerce site, with one-time product sales as the primary revenue stream, supplemented by service-and-repair revenue (workshops in-store plus mobile service) and a freemium customer-club membership that drives repeat purchases through member-exclusive pricing. Go-to-market combines physical retail with digital channels: an active social presence on Facebook, Instagram, TikTok and YouTube, content marketing through buying and maintenance guides, a free loyalty club with member pricing, and in-store test centers and courses that double as mid-funnel engagement events.

Name

Kajakk & Fritid

Legal name

Kajakk og Fritid AS

Website

https://kajakk-fritid.no

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Kajakk & Fritid is a Norwegian multi-category outdoor recreation retailer operating 10 stores and an e-commerce platform, selling proprietary-brand electric bikes, kayaks, SUP boards, and fitness equipment to Norwegian consumers.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Retail

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

akta.pro primary industry

Paddle Sports Retail (Kayak, Canoe, SUP, Paddles) (CRAMAIAD)

akta.pro secondary industries

Bike Online Retail & Omnichannel Specialists (CRAMAHAL), Paddling & Packrafting Gear Retail (CRAMAAAL), Cargo & Utility Bike Retail (CRAMAHAF)

Keywords

• Outdoor recreation retail
• Electric bicycle sales
• Kayak and SUP boards
• Home fitness equipment
• Outdoor apparel and accessories

Headquarters

HQ city

Drammen

HQ country

Norway

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product sales across multiple categories including electric bikes, kayaks, SUP boards, and training equipment. Products sold at varying price points from entry-level to premium.
2. Membership Program: Free customer club membership offering exclusive member-only pricing on products. Revenue generated through increased customer loyalty and repeat purchases.
3. Service and Repair: Bicycle service including repairs and maintenance for electric bikes and regular bicycles

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Kajakk & Fritid is a Norwegian outdoor recreation retailer that sells electric bicycles, kayaks, stand-up paddleboards (SUP), home fitness equipment, paddling clothing, and related accessories through 10 physical stores across Norway and an e-commerce platform. The company operates proprietary house brands (Momas and Fosna for e-bikes, NorthZone for kayaks, SurPlus for SUPs and fitness equipment) and additionally carries third-party brands such as Riot, Aqua Marina, Palm Equipment, and Typhoon. It also generates revenue from bicycle service and repair at in-store workshops and from certified kayak/SUP courses taught by Norges Padleforbund-qualified instructors.

Product overview

Kajakk og Fritid is a Norwegian outdoor recreation retailer founded in 2004, operating as a multi-category e-commerce platform and physical store chain. The product portfolio centers on four core categories: (1) Electric bicycles under house brands Momas and Fosna, ranging from city/trekking bikes to cargo and mountain bikes with motors 70-115 Nm and battery ranges 630Wh-1224Wh; (2) Kayaks under house brand NorthZone plus Riot, spanning sea kayaks, fishing kayaks, recreation kayaks, tandem boats, and children's kayaks; (3) Inflatable SUP boards under house brand SurPlus plus Aqua Marina, all 10'8" allround boards with complete starter packages; (4) Fitness equipment under SurPlus brand including treadmills and rowing machines. The company also offers kayaking and SUP courses, bicycle service/repair, and accessories across all product categories. They operate 10 physical stores across Norway.

Differentiator

Problem solved

Functional benefit

Brands

• NorthZone: House brand of kayaks sold exclusively at Kajakk og Fritid. NorthZone produces kayaks designed for Norwegian conditions including sea kayaks, fishing kayaks, recreation kayaks, and children's kayaks.

Products and services

• Momas Electric Bikes House-brand electric bicycles sold exclusively at Kajakk & Fritid. Range covers city/trekking, allround/terrain, cargo, and mountain models with motor torque from 70 Nm to 115 Nm and battery capacities from 630Wh to 1224Wh. Target buyers are Norwegian commuters, recreational riders, and off-road cyclists.
• Fosna Electric Bikes House-brand electric bicycles (Thor, Hvitsterk, Odin, Hugin, Verdande, Embla, Ragnar, Ragnarok) sold exclusively at Kajakk & Fritid. For Norwegian consumers seeking a second e-bike brand alongside Momas.
• NorthZone Kayaks House-brand kayaks (Supreme, Supreme HV, Adventure, Horizon 10, Glide 425, Tandem Duo, Sunshine Angler, Sungler, Barnekajakk) covering sea kayaks, fishing kayaks, recreation kayaks, tandem boats, and children's kayaks. 3-layer HDPE sandwich construction designed for Norwegian conditions.
• Riot Mako 12 Pedal Fishing Kayak Pedal-driven sit-on-top fishing kayak with Impulse Drive system and reverse function, 3.75m long, 213kg load capacity, 4 rod holders. For anglers seeking a hands-free propulsion fishing kayak.
• SurPlus SUP Boards House-brand inflatable allround SUP boards (Hawaii, Marina, Cool Breeze, Indian Summer), 10'8" with 150kg load capacity. Sold as complete starter packages with paddle, pump, leash, and carrying bag.
• Aqua Marina SUP Products Third-party brand of inflatable SUP boards and accessories, including the BlueDrive S 240W electric fin motor compatible with their boards.
• Surplus Fitness Equipment House-brand home fitness equipment including ActiveWalker W100 treadmill, Inmotion Pro treadmill, and Romaskin R200 rowing machine. For home cardio and full-body training.
• Electric Mopeds Electric mopeds sold as an additional outdoor recreation mobility product category.
• Packrafts Lightweight inflatable rafts for backcountry paddling, complementing the kayak product line.
• Palm Equipment and Typhoon Paddling Apparel Third-party brand paddling clothing and gear (wetsuits, dry suits, spray skirts, helmets, footwear) for kayaking and water sports.
• Kayak and SUP Courses Instructional courses for kayaking held at Bygdøy sjøbad in Oslo and Drammen, plus SUP and packraft courses for groups. Taught by certified instructors with highest education and certification from Norges Padleforbund, qualifying for våttkort (wet card) certification.
• Bicycle Service and Repair Full service and repair for electric bicycles at all store locations, including annual service and maintenance, with mobile service available for customers unable to visit stores.

Quantifiable outcome

• 60-day return policy provides customer confidence in purchase decisions
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• WWF (World Wildlife Fund)coreStrategic or Co-development PartnerKajakk og Fritid supports WWF's work to clean the world's oceans. Given that over 8 million tons of plastic enter the oceans annually, the company partners with WWF to contribute to ocean conservation efforts.
• Posten Norge (Posten og Bring)minorOthersShipping and logistics partner for product delivery. Posten works on establishing alternative vehicles using renewable fuels. Regular environmental reports provided for monitoring.
• KustomcoreTechnology or IntegrationCheckout provider for the e-commerce platform. Personal data including contact and order details are transferred to Kustom when checkout is loaded to manage purchases.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• XXL ASA: Largest Nordic sporting goods retailer, listed on Oslo Børs, operating multi-category stores across Norway. Direct competitor in e-bikes, outdoor equipment, and broad sporting goods, with much greater scale.
• Sport1: Norwegian sporting goods retail chain with physical stores across the country, offering a comparable multi-category assortment including outdoor and cycling products.
• G-Sport: Norwegian sporting goods chain (part of the XXL/Sport1 group) with a multi-store footprint, competing directly in outdoor, cycling, and fitness categories.
• Elsykkelbutikken: Norwegian specialist e-bike retailer offering multiple e-bike brands, service, and workshops. Most direct competitor to Kajakk & Fritid's Momas/Fosna house-brand e-bike business.
• Birk Sport: Norwegian multi-category sporting goods retailer with physical stores and e-commerce, offering outdoor, cycling, and fitness products to a similar Norwegian consumer base.

Broad incumbents

• Decathlon: French global sporting goods retailer with stores in Norway, offering broad outdoor, cycling, and water sports product ranges at competitive price points, including private-label brands.
• Houdini Sportswear: Swedish/Nordic outdoor apparel and equipment brand, primarily DTC but with retail presence. Comparable as a Nordic outdoor brand with overlapping customer demographic.
• Rusta: Nordic discount retailer with Norwegian store presence selling some outdoor, cycling, and sporting goods at lower price points, competing on value across overlapping categories.

Others

• Jollyroom: Nordic e-commerce retailer with Norwegian operations, focused on children's and family products. Comparable as a Norwegian e-commerce player with a multi-category retail approach, though different core categories.
• Power: Norwegian electronics and home appliance retailer with a national chain. Comparable as a Norwegian multi-store omnichannel retailer, though core assortment differs from outdoor/sporting goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@kajakkfritidas1852
• Facebookfacebook.com/kajakkogfritid
• Instagraminstagram.com/kajakkogfritid
• TikToktiktok.com/@kajakkfritid

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Kajakk & Fritid