Treningspartner.no
Treningspartner.no is a Norwegian e-commerce retailer of fitness and training equipment for home, corporate, and commercial use, operating since 2006 as a subsidiary of Mylna Gruppen AS with showroom in Lier and exclusive Sole Fitness distribution in Norway.
- Company typePrivate
- Founded2006
- HeadquartersLier, Norway
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Treningspartner.no does
Treningspartner.no (legal entity: Treningspartner AS, org.nr. 990 702 691) is a Norwegian specialty e-commerce retailer of fitness and training equipment, founded in 2006 and headquartered in Lierstranda, Norway. It operates as a wholly-owned subsidiary of Mylna Gruppen AS, a diversified Nordic group that also includes Mylna Sport AS (Norway), Träningspartner AB (Sweden), and Abilica Online APS (Denmark). The company sells cardio equipment (treadmills, rowers, crosstrainers, spinning and air bikes, stair climbers), strength equipment (multigyms, selectorized machines, free weights, benches, racks), functional training gear, trampolines, and accessories, sourced from brands including Sole (exclusive Norwegian distributor), NordicTrack, ProForm, Schwinn Fitness, Bowflex, Inspire Fitness, ROPES, and its own Abilica label. A PRO sub-brand targets commercial fitness centers and elite sports, while a physical showroom in Lier enables customers to test equipment before purchase.
The core technology stack is not proprietary but rather aggregated through partnerships: iFIT (Icon Health and Fitness) provides the interactive training platform embedded in NordicTrack and ProForm equipment, featuring over 10,000-12,000 workout videos, AI-based coaching, automatic terrain-based speed/incline adjustment, and synchronization with Strava, Garmin, Google Fit, and Apple Health. The e-commerce storefront is built on Shopware, with marketing automation via Klaviyo and Nosto, paid acquisition through Google Ads and Microsoft Ads, payments via Klarna, and customer reviews through Lipscore. Products range from 119 NOK consumables (treadmill lubricant) to 199,900 NOK premium flagship equipment (NordicTrack Ultra 1).
Revenue mechanics combine one-time hardware sales (primary), recurring iFIT Pro subscriptions (3,499 NOK/year), extended warranties, business equipment rental (monthly cadence), and assembly/maintenance services. The go-to-market is direct-to-consumer via the website, augmented by the Lier showroom, a content-driven blog and YouTube channel, social media presence (Facebook, Instagram), seasonal promotional campaigns, and a dedicated B2B sales motion for corporate wellness. Customer segments span home trainers (primary), corporate/business buyers, fitness centers, and elite athletes, with brand ambassador relationships including cross-country skier Johannes H Klæbo and alpine skier Henrik Kristoffersen.
Treningspartner.no firmographics
Firmographics- Name
- Treningspartner.no
- Legal name
- Treningspartner AS
- Website
- https://treningspartner.no
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Treningspartner.no is a Norwegian e-commerce retailer of fitness and training equipment for home, corporate, and commercial use, operating since 2006 as a subsidiary of Mylna Gruppen AS with showroom in Lier and exclusive Sole Fitness distribution in Norway.
- Ownership category
- akta.pro rank
Treningspartner.no industry classification
Industry- Product category
- Fitness Equipment Retail
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)
- akta.pro secondary industries
- Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)
Keywords
Where Treningspartner.no is headquartered
LocationHeadquarters
- HQ city
- Lier
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
Treningspartner.no business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Fitness Equipment Retail Sales: Direct retail sale of fitness equipment including treadmills, rowing machines, crosstrainers, spinning bikes, ergometer bikes, air bikes, strength machines, free weights, benches, racks, and accessories through an e-commerce platform. Products are sold to home trainers, businesses, fitness centers, and elite athletes. The company also sells extended warranties, maintenance services, and equipment rental to businesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fitness Equipment Price Range |
| Subscription | Annual | iFIT Pro Membership |
| Subscription | Monthly | Equipment Rental for Businesses |
| Subscription | Multi-year contract | Extended Warranty |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Treningspartner.no product offering
Product offeringCore offering
Treningspartner.no is a Norwegian online retailer of fitness and training equipment, selling treadmills, rowers, crosstrainers, spinning and air bikes, multi-gyms, free weights, and accessories from brands such as NordicTrack, ProForm, Sole, Bowflex, Schwinn, ROPES, Inspire, and Abilica. The company serves home-training consumers, commercial gyms, corporate clients, and elite athletes, and offers the iFIT Pro connected-fitness membership for interactive training on compatible machines.
Product overview
Treningspartner.no is a Norwegian e-commerce retailer specializing in fitness equipment for home training, businesses, and fitness centers. The product portfolio centers on two main sub-brands: NordicTrack and ProForm (both under Icon Health and Fitness), offering interactive cardio equipment with iFIT integration; and Sole (with its own line including treadmills, ellipticals, and bikes). Supporting brands include Schwinn Fitness (air bikes), Inspire Fitness (multi-gyms), Bowflex (adjustable dumbbells), and ROPES (suspension trainers). The company also carries its own Abilica brand accessories including floor mats, maintenance products, and treadmill oil. The PRO line targets professional/commercial users with heavy-duty strength and cardio equipment. Products are primarily sold through the e-commerce platform with a showroom in Lier for in-person testing.
Differentiator
Problem solved
Functional benefit
Products and services
- NordicTrack X24 Treadmill Premium iFIT-connected home treadmill from NordicTrack with adjustable cushioning, incline/decline, and integrated interactive training, targeted at home-training consumers.
- NordicTrack Commercial 1750 Treadmill High-end iFIT-enabled home treadmill with powerful motor, wide running surface, incline/decline, and a full-color touchscreen for interactive workouts.
- NordicTrack Commercial 1250 Treadmill Mid- to high-tier iFIT-connected home treadmill offering a balance of performance, run surface size, and interactive training features for home users.
- NordicTrack Tour de France Indoor Cycle Premium iFIT-enabled indoor cycling bike that simulates real-world Tour de France routes with automatic resistance and incline adjustments, targeted at serious home cyclists and elite athletes.
- NordicTrack X24 Spinning Bike High-end iFIT-connected indoor cycling bike with 24-inch HD touchscreen, incline/decline, and silent magnetic resistance, targeted at home-training cyclists.
- NordicTrack RW900 Rower iFIT-connected indoor rowing machine with 22-inch touchscreen, adjustable resistance, and full-body interactive workouts for home users.
- Sole E25 Crosstrainer Premium home crosstrainer (elliptical) from Sole, marketed as a high-end, quiet, smooth, and durable machine for home training.
- Sole Fitness equipment range Range of Sole Fitness treadmills, bikes, rowers, and crosstrainers positioned in the high-end and professional equipment category for home and commercial use.
- Schwinn AD8 Air Bike Commercial-grade fan-resistance air bike for high-intensity interval training, suited to functional fitness, home HIIT, and commercial gym use.
- Schwinn Fitness equipment range Schwinn Fitness indoor cycles and cardio equipment marketed for home and light commercial training.
- Inspire BL1 Body Lift multi-gym Inspire BL1 Body Lift is a multi-functional strength machine for full-body training, positioned as a professional, stable multi-gym for home and commercial use.
- Bowflex SelectTech 552i Adjustable Dumbbells Bowflex SelectTech 552i are patented dial-adjustable dumbbells that replace 15 sets of weights, designed for compact home strength training.
- NordicTrack Ultra 1 Treadmill High-end NordicTrack treadmill offering a 32-inch class touchscreen, powerful motor, and iFIT integration for premium home-training users.
- ROPES Black Line sling/suspension trainer Norwegian ROPES Black Line suspension/sling trainer for bodyweight strength and functional training, used at home, in PT studios, and by elite athletes.
- ROPES equipment range Full range of ROPES functional training products including suspension trainers, battle ropes, and accessories for home, commercial, and elite-athlete training.
- ProForm iFIT-enabled equipment range ProForm iFIT-enabled treadmills, indoor cycles, and other cardio equipment targeted at home users seeking value-priced interactive training machines.
- ProForm fitness equipment brand range ProForm brand page covering its range of home cardio and strength equipment with iFIT integration, positioned in the value-to-mid-tier segment.
- Abilica floor protection mat 250x80 Abilica floor protection mat sized 250x80 cm designed to protect flooring and dampen vibration beneath cardio and strength equipment in home gyms.
- Abilica Premium mat 217x107 Large premium Abilica equipment mat measuring 217x107 cm, designed to provide floor protection and noise reduction under treadmills, crosstrainers, and multi-gyms.
- Abilica treadmill oil/lubricant Abilica branded treadmill lubricant/oil for routine maintenance of treadmill belts and decks to extend equipment life.
- Abilica treadmill maintenance kit Abilica treadmill maintenance kit bundling essential cleaning and lubrication supplies for home treadmill upkeep.
- iFIT Pro Membership Recurring subscription service that unlocks the full iFIT library of interactive workouts, automatic machine controls (SmartAdjust, ActivePulse), and AI Coach on iFIT-enabled equipment such as NordicTrack, ProForm, and other compatible machines.
- Treningspartner PRO corporate and B2B equipment solutions Dedicated corporate and commercial sales channel supplying curated multi-brand equipment packages, custom quotations, and service for businesses, commercial gyms, and corporate wellness facilities.
- Elite-athlete ambassador and sponsorship program Program providing professional-grade equipment and brand-ambassador partnerships to elite Norwegian athletes and competitive sports professionals, supporting high-performance training needs.
Quantifiable outcome
- iFIT membership enables up to 5 users per subscription to share a single account on compatible equipment
- +4 more outcomes
Companies that use Treningspartner.no
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Treningspartner.no technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability5 records
Feature6 records
Treningspartner.no partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Sole FitnesscoreSole is a leading treadmill and fitness equipment brand originally developed for hotel use, known for durability and quality. Sole Fitness has received multiple awards for best buy, best overall treadmill, and customer service. Treningspartner.no is the exclusive authorized distributor of Sole products in Norway, selling treadmills (F63, F65, F80, F85), crosstrainers (E25), and spinning bikes (SB700).
- iFIT (Icon Health and Fitness)coreiFIT is the world's largest outdoor training platform integrated into NordicTrack and ProForm equipment sold by Treningspartner.no. Provides over 10,000 interactive workouts, automatic terrain-based speed/incline adjustment, AI coaching, live sessions, and integration with Strava, Garmin, Google Fit, and Apple Health. The iFIT Pro membership (3,499 NOK/year) enables interactive features on compatible equipment.
- Schwinn FitnesscoreSchwinn Fitness is a leading innovator in the fitness industry since 1966, known for the revolutionary Exerciser bike that pioneered home training. Treningspartner.no sells Schwinn products including the AirBike Airdyne AD8, positioned for both home training and corporate/fitness center use.
- ROPESminorROPES is a Norwegian-owned company founded in 2006 by manual therapist Olav Rafoss, producing simple and high-quality training and rehabilitation products. The Black Line sling trainer is sold through Treningspartner.no, targeting both home and professional use including physiotherapy clinics.
- NordicTrackcoreNordicTrack is an innovative international brand known for premium cardio products, under Icon Health and Fitness (world's largest fitness equipment supplier). Treningspartner.no sells NordicTrack treadmills (C 2450, C 1250, C 1750, X24, Ultra 1), rowing machines (RW900), spinning bikes (X24), and Tour de France bike. Products feature iFIT integration and advanced technology.
- ProFormcoreProForm is the world's best-selling fitness brand offering good quality at affordable prices, under Icon Health and Fitness. Treningspartner.no sells ProForm products including Carbon TLX treadmill. ProForm is positioned for budget-conscious exercisers who want 'value for money.'
- BowflexcoreBowflex is known for the SelectTech adjustable dumbbell system, which uses a patented adjustment mechanism. Treningspartner.no sells Bowflex SelectTech 552i dumbbells (replacing 15 pairs of traditional dumbbells, 2-24 kg weight range) and other Bowflex products. Norwegian alpine skier Henrik Kristoffersen is featured using Bowflex products.
- Inspire FitnessminorInspire Fitness designs and constructs premium fitness equipment, with headquarters and a 780 sqm training studio in the USA. They also have a mobile app delivering workouts. Treningspartner.no sells Inspire Fitness products including the BL1 Body Lift Multigym, which uses body weight as resistance with 10%-150% adjustment range.
- AbilicacoreAbilica is a Norwegian fitness brand using Scandinavian design developed since 2002. The name comes from the English word 'ability.' Abilica offers a wide range of home training products and is positioned as a sustainable choice. Treningspartner.no sells Abilica products including floor mats (250x80cm and 217x107cm), treadmill oil, and maintenance kits.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Treningspartner.no competitors and assessment
Company assessmentDirect peers
- XXL ASA: Norwegian-headquartered Nordic sporting goods retailer operating large-format stores and online across Norway, Sweden, Finland, and Denmark. Directly competes in the fitness equipment category with overlapping brand portfolio (NordicTrack, Sole, Bowflex) and similar price points, but with significantly larger scale and broader sporting goods assortment.
- Sport1 Norge: Norwegian specialty sports retail chain selling fitness equipment, footwear, and apparel through physical stores and online. Competes head-to-head with Treningspartner.no on treadmill, crosstrainer, bike, and strength categories, with overlapping brand offerings.
- Intersport Norge: Norwegian arm of global Intersport retail cooperative, operating stores and online sales of fitness equipment and sporting goods. Competes in the same home fitness and gym equipment categories with similar third-party brand distribution model.
- Power International (Power.no): Major Nordic electronics and home appliance retailer with a meaningful fitness equipment category. Competes in connected cardio equipment (treadmills, ellipticals, bikes) and adjacent strength/accessories, leveraging scale advantages in distribution.
Regional players
- Stadium (Sweden): Swedish-headquartered sports retailer with stores and e-commerce primarily in Sweden but with some Nordic reach. Comparable product mix (fitness equipment, apparel) but limited Norwegian market overlap, making it more of a regional parallel than direct competitor.
- Sportamore: Swedish online sports retailer with Nordic reach, primarily focused on sports apparel and footwear but with growing fitness equipment presence. Competes mainly on price and convenience rather than the specialty/showroom model.
Broad incumbents
- Komplett Group: Major Norwegian e-commerce retailer primarily in electronics, IT, and home appliances. Stocks selected fitness equipment and connected training tech but treats fitness as an adjacent category rather than its core focus.
- Elkjøp Nordic: Largest consumer electronics retailer in the Nordics, operating across Norway, Sweden, Denmark, Finland. Carries connected fitness equipment (treadmills, exercise bikes) as part of broader assortment, competing on price and convenience.
Others
- SATS Group: Leading Nordic low-cost fitness center operator (Norway, Sweden, Finland, Denmark). While a gym operator rather than equipment retailer, it represents a meaningful adjacent category that influences B2B corporate wellness demand for Treningspartner.no's commercial-grade equipment.
- BestGym (Norway): Norwegian fitness center chain and equipment consumer. Adjacent rather than directly competitive, but a potential B2B customer for Treningspartner.no's PRO commercial-grade equipment line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Treningspartner.no social profiles
Digital presenceTreningspartner.no compliance and trust
Trust signalCompliance3 records
Treningspartner.no financial estimates
Financial estimateRevenue estimate
Valuation estimate
Treningspartner.no leadership team
Management profileNumber of profiles
Treningspartner.no funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Treningspartner.no M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Treningspartner.no
What does Treningspartner.no do?
Treningspartner.no is a Norwegian online retailer of fitness and training equipment, selling treadmills, rowers, crosstrainers, spinning and air bikes, multi-gyms, free weights, and accessories from brands such as NordicTrack, ProForm, Sole, Bowflex, Schwinn, ROPES, Inspire, and Abilica. The company serves home-training consumers, commercial gyms, corporate clients, and elite athletes, and offers the iFIT Pro connected-fitness membership for interactive training on compatible machines.
Is Treningspartner.no a public or private company?
Treningspartner.no is a private company. It is classified as corporate owned and is currently operating.
When was Treningspartner.no founded?
Treningspartner.no was founded in 2006. It employs 11 to 50 people.
Where is Treningspartner.no based?
Treningspartner.no is headquartered in Lier, Norway, in the Europe region.
How does Treningspartner.no make money?
One revenue line is on record: fitness Equipment Retail Sales.
Who are Treningspartner.no's main competitors?
Direct peers on record are XXL ASA, Sport1 Norge, Intersport Norge and Power International (Power.no). Regional players are Stadium (Sweden) and Sportamore. Broad incumbents are Komplett Group and Elkjøp Nordic. Others are SATS Group and BestGym (Norway).
Does Treningspartner.no have an API?
No public API is recorded for Treningspartner.no.
What industry is Treningspartner.no in?
Treningspartner.no's product category is Fitness Equipment Retail. Its primary akta.pro industry code is CRAMADAG, Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms), with a secondary code of CRAMADAA, Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals). Its NAICS code is 45911 and its SIC code is 3949.