Health and Sports Nutrition Group

Name

Health and Sports Nutrition Group

Legal name

Health and Sports Nutrition Group HSNG AB

Website

https://hsng.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Online Sports Nutrition and Health Supplements Retail

NAICS

Sporting Goods Retailers (45911), Food (Health) Supplement Retailers (456191), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro industry

PRIMARYCRAFADAJ

Sporting Goods & Outdoor Inventory-led Online Retailers

Consumer Products & Retail/E-commerce & Marketplaces/Online Retailers (Inventory-led)

SECONDARYCRAHAEAC

Health Food & Supplement Stores

Consumer Products & Retail/Grocery & Food Retail/Natural/Organic & Health Food Stores

Keywords

• Sports nutrition retail
• Dietary supplements
• Health food e-commerce
• Fitness equipment
• Online wellness retail

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct-to-consumer online sales of supplements, sports nutrition, health food, and fitness equipment through owned e-commerce platforms. Revenue generated through product sales at retail prices to individual consumers across Nordic markets.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

HSNG operates a portfolio of Nordic e-commerce platforms (Gymgrossisten, Bodystore, Proteinfabrikken, Bodyman, Fitness Market Nordic) selling dietary supplements, sports nutrition, health food, fitness equipment, and clothing directly to consumers. The group also owns Star Nutrition, Northern Europe's largest supplement brand, and distributes over 250 third-party brands.

Product overview

HSNG operates as a multi-brand e-commerce platform for sports nutrition and health supplements across the Nordic market. The portfolio consists of several distinct e-commerce brands: Gymgrossisten (Sweden, Norway, Finland) offering 13,000 gym and sports products; Bodystore (Sweden, Norway, Denmark) with 3,000+ health food products; Proteinfabrikken (Norway) with proprietary protein products; Fitness Market Nordic (Sweden) distributing 250+ brands; and Bodyman (Denmark), acquired in 2022. HSNG also owns Star Nutrition, Northern Europe's largest supplement brand. The brands share logistics infrastructure including a new automated warehouse in Eskilstuna and are unified under Orkla ownership.

Differentiator

Problem solved

Functional benefit

Brands

• Star Nutrition: Own brand claimed to be Northern Europe's largest supplement brand, owned and marketed by HSNG's operating companies
• Proteinfabrikken Big 100
• Whey 100%

Products and services

• Gymgrossisten Leading Nordic e-commerce platform for gym equipment and sports nutrition since 1996, offering 13,000 products including supplements, sports nutrition, equipment, and clothing across Sweden, Norway, and Finland.
• Bodystore Swedish e-commerce platform for health food and natural products with over 3,000 products spanning supplements, health and body care products, food items, natural remedies, beauty products, and fitness apparel. Operates across Sweden, Norway, and Denmark.
• Proteinfabrikken Norwegian sports nutrition brand and e-commerce platform selling proprietary products including Big 100 protein bars and Whey 100%, distributed through online channels, grocery stores, gyms, and sports chains.
• Bodyman Danish sports nutrition e-commerce brand and one of the largest in Denmark, acquired by HSNG in 2023. Offers products from well-known brands like Star Nutrition and Optimum Nutrition.
• Fitness Market Nordic Swedish sports nutrition distributor founded in 2008, distributing over 250 different brands including Star Nutrition, Vitaprana, and Optimum Nutrition. Part of HSNG since 2015.
• Star Nutrition Northern Europe's largest supplement brand owned by HSNG. A leading proprietary brand within the HSNG portfolio offering high-quality sports nutrition products.

Quantifiable outcome

• Leading Nordic e-commerce company in sports and health nutrition with 1.1 billion SEK revenue
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• InhubscoreStrategic or Co-development Partner · 1 January 2022Inhubs built the new automated warehouse facility for HSNG in Eskilstuna at Williams väg 19. This is a key infrastructure partnership enabling HSNG's logistics expansion and modernization.
• Eskilstuna Logistik och EtableringminorStrategic or Co-development PartnerLocal municipality entity facilitating HSNG's warehouse establishment in Eskilstuna, providing logistics infrastructure support and business establishment services.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/gymgrossisten
• Facebookfacebook.com/HSNGOfficial
• LinkedInlinkedin.com/company/hsng
• Instagraminstagram.com/lifeathsng

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 records

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 Health and Sports Nutrition Group