Gymgrossisten AB

What Gymgrossisten AB does

Gymgrossisten AB is a Stockholm-based, direct-to-consumer e-commerce retailer founded in 1996 that sells nutritional supplements, training apparel, and fitness equipment to consumers across the Nordic region. The company operates localized storefronts under gymgrossisten.com (Sweden), gymgrossisten.no (Norway), fitnesstukku.fi (Finland) and bodystore.dk (Denmark), and sits as a subsidiary within Health and Sports Nutrition Group HSNG AB, the Nordic-dedicated fitness e-commerce holding that also runs Bodystore.dk and FitnessTukku.fi. The catalog spans protein powders (whey, casein, vegan, pea, blend), creatine, pre-workout, amino acids, weight-management and joint-health supplements, vitamins and minerals, athletic wear for men and women (t-shirts, tights, hoodies, shorts, socks), and accessories such as shakers, gym bags, electronics and yoga products. The assortment mixes international labels — Under Armour, Optimum Nutrition, SBD Apparel — with Swedish-owned Star Nutrition and an own-brand Gymgrossisten apparel line.

The platform runs on Salesforce Commerce Cloud (formerly Demandware), with individual unit pricing across categories and a loyalty program (Club Gymgrossisten) awarding one point per krona spent plus a 500-point welcome bonus. The site accepts card payments, Klarna, and major Swedish bank payment options (Swedbank, Handelsbanken, SEB, Nordea), offers free shipping over 499 kr, and provides a 14-day return right under Swedish consumer law. Customer-acquisition channels are organic and content-led: educational articles on protein intake and training, a newsletter for promotions, an affiliate program, and an athlete-story social program; a deterministic protein calculator sits alongside the storefront as a top-of-funnel tool.

Gymgrossisten monetizes purely through one-time product sales — no subscription tier, recurring software revenue, or marketplace commission is disclosed. Customer mix is horizontal (fitness enthusiasts plus general active-lifestyle consumers), with Nordic consumers across four countries purchasing a mix of international and Swedish brands plus own-label apparel and accessories. The company is private, with no external investors, funding rounds or acquisitions disclosed in the available data; ownership and operating control reside within HSNG AB.

Name

Gymgrossisten AB

Legal name

Gymgrossisten AB

Website

https://gymgrossisten.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Gymgrossisten AB is a Stockholm-based direct-to-consumer e-commerce retailer founded in 1996, selling nutritional supplements, training apparel and fitness equipment to Nordic consumers across Sweden, Norway, Finland and Denmark via localized storefronts under parent HSNG AB.

Ownership category

akta.pro rank

Product category

Sports Nutrition & Fitness Apparel E-commerce

NAICS

Food (Health) Supplement Retailers (456191), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Weight Gain & Muscle-Building Nutrition (HSADAFAC)

akta.pro secondary industries

Trail Nutrition & Outdoor Consumables Retail (CRAMAMAL), Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

Keywords

• Sports nutrition retail
• Dietary supplements
• Fitness apparel
• Athletic training gear
• Online fitness store

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales - Supplements: Sale of nutritional supplements including protein powders, creatine, amino acids, pre-workout, vitamins, minerals, and food products. Revenue generated through one-time purchase transactions with no subscription requirement.
2. Product Sales - Training Clothes: Sale of athletic wear including t-shirts, tights, hoodies, shorts, sports bras, and accessories for both men and women.
3. Product Sales - Equipment: Sale of training equipment and accessories including shakers, water bottles, gym bags, and fitness electronics.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Gymgrossisten AB is a Nordic e-commerce retailer selling nutritional supplements (protein powders, creatine, pre-workout, amino acids, vitamins, minerals, weight management products, and functional foods), training apparel for men and women, and fitness equipment and accessories. The platform carries multiple third-party brands (Star Nutrition, Optimum Nutrition, Under Armour, SBD Apparel, Better Bodies, Barebells, NOCCO, Mutant) alongside its own Gymgrossisten house brand, operating across Sweden, Norway, Finland, and Denmark.

Product overview

Gymgrossisten AB operates a comprehensive e-commerce platform for fitness supplements and athletic wear in Sweden, offering nutritional supplements (protein powders, creatine, pre-workout, amino acids, weight management products, bars, and functional drinks) alongside training clothing for men and women, plus equipment and accessories. The core offering consists of their dietary supplements category and training apparel lines, complemented by their own Gymgrossisten branded products and equipment. Key brands carried include Star Nutrition, Optimum Nutrition, Mutant, NOCCO, Barebells, Better Bodies, SBD Apparel, and Under Armour. The company also offers a loyalty program (Club Gymgrossisten) and educational tools like a protein calculator.

Differentiator

Problem solved

Functional benefit

Products and services

• Dietary Supplements (Kosttillskott)

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered parent_company, major and core.

• HSNG AB (Health and Sports Nutrition Group)parent_companyOthersGymgrossisten is owned and operated by Health and Sports Nutrition Group AB (HSNG AB). The parent company operates multiple fitness e-commerce platforms across the Nordic region including Bodystore.dk (Denmark), FitnessTukku.fi (Finland), and Gymgrossisten.com (Sweden).
• Star NutritionmajorChannel Partner/ Reseller/ DistributorStar Nutrition is a major brand sold through Gymgrossisten, offering protein powders, supplements, and own-brand training clothing. Star Nutrition is a core Swedish supplement brand in the portfolio.
• Under ArmourmajorChannel Partner/ Reseller/ DistributorUnder Armour athletic apparel brand carried as a major third-party brand on the platform, offering performance clothing and footwear.
• Optimum NutritioncoreChannel Partner/ Reseller/ DistributorPremium international supplement brand available on the platform, known for gold standard whey protein and sports nutrition products.
• SBD ApparelcoreChannel Partner/ Reseller/ DistributorSBD Apparel - premium strength training apparel and equipment brand sold through the platform, specializing in powerlifting and strength sports.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gymshark: UK-based direct-to-consumer fitness apparel and accessories brand with strong social-media-led presence. Direct peer because it competes with Gymgrossisten's training apparel category for the same fitness-enthusiast customer segment, particularly among younger Nordic consumers.
• Myprotein: Global direct-to-consumer sports nutrition brand owned by THG, offering protein, supplements, vitamins, and activewear across European markets including the Nordics. Direct peer because it competes head-to-head in the same online sports nutrition category with strong Nordic localization and a subscription mechanic that Gymgrossisten lacks.
• Sportamore: Swedish online sporting goods retailer offering apparel, footwear, and equipment across multiple sports categories. Direct peer because it competes with Gymgrossisten on Nordic e-commerce for athletic apparel and equipment, with overlapping target customers (Swedish fitness consumers).
• Bodybuilding.com: Large US-headquartered online retailer of sports supplements, apparel, and fitness content. Direct peer because it operates the same multi-category online fitness commerce model (supplements + apparel + content) and serves a similar fitness-enthusiast customer base globally.

Others

• Barebells: Scandinavian functional food brand specializing in protein bars, now owned by Mars. Others because it is a brand partner distributed through Gymgrossisten rather than a retailer, but it represents the same Nordic supplement category and target consumer and competes indirectly for share of wallet.
• Star Nutrition: Swedish sports nutrition and apparel brand whose products are carried as a major line by Gymgrossisten. Others because it is a brand partner/supplier rather than a direct competitor, but its own DTC ambitions and brand awareness in Sweden mirror Gymgrossisten's target customer.

Broad incumbents

• Decathlon: Global sporting goods retailer with growing Nordic presence, offering own-brand apparel, equipment, and accessories across all sports at value price points. Broad incumbent because it overlaps with Gymgrossisten on fitness equipment and basic apparel but does not specialize in sports nutrition.
• XXL ASA: Norway-headquartered sporting goods retail chain with physical stores across the Nordics and online operations. Broad incumbent because it sells overlapping fitness apparel, supplements, and equipment but as part of a much wider multi-sport assortment, without Gymgrossisten's specialist supplement focus.

Regional players

• Bodystore.dk: Danish online sports nutrition and fitness retailer, part of the same HSNG AB parent group as Gymgrossisten. Regional peer because it operates a near-identical business model targeting the Danish fitness consumer, illustrating Gymgrossisten's group-level playbook in adjacent Nordic markets.
• FitnessTukku.fi: Finnish online sports nutrition and equipment retailer, also part of HSNG AB alongside Gymgrossisten. Regional peer because it sells the same category mix (supplements, apparel, equipment) in Finnish to a comparable customer base, directly demonstrating the multi-market structure under the parent group.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gymgrossisten
• LinkedInlinkedin.com/company/gymgrossisten-com

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 Gymgrossisten AB