What Sportalbert does

Sport Albert GmbH (operating as Sportalbert) is a German specialty retailer and e-commerce business headquartered in Muldenhammer, Saxony, focused on Nordic and cross-country skiing, with adjacent categories in alpine, ski touring, roller skiing, cycling, and outdoor apparel. The company sells cross-country skis (Skate, Classic, NoWax, Touring, Backcountry), bindings, boots, poles, wax and waxing equipment, bicycles, clothing, footwear, helmets, headlamps, snowshoes, pulks, and accessories across more than 100 third-party brands including Fischer, Atomic, Salomon, Rossignol, Madshus, Asnes, and Swix. It also markets its own private-label line, Nordic Sport Albert, for gaiters and accessories.

The commercial operation is hybrid: a DaCuris.Trade-powered e-commerce storefront at sportalbert.de (with catalog, cart, wishlist, customer accounts, and a set configurator offering up to 25% bundle savings) is complemented by three physical locations — the Sport House retail and tuning center, a Bikeshop with bike rental, and the Ski Hut with ski school, test center, webcam, and snack bar. Revenue is generated through one-time product sales, equipment rental (ski and e-bike, the latter via a partnership with eBike Vogtland-Erzgebirge from €20/day), and service revenue from professional ski tuning (Nordic and Alpine) and ski school instruction. Educational content — Wax School and Nordic Technique School videos covering multiple wax brands and techniques — functions as a top-of-funnel acquisition channel targeted at the German-speaking DACH market.

The customer base spans Nordic and cross-country enthusiasts (primary), cycling and e-bike users, general outdoor and winter sports participants, and schools/youth programs participating in summer and winter sports programs. The company is privately held (GmbH), independent and founder-led under Sven Albert, with 11–50 employees, no external investment, no disclosed revenue, and no mobile app or API. Operations appear stable but small in scale, with annual community events documented from 2015 through 2020 and continued product launches (Model Year 2025 Nordic Sport Albert items) suggesting an ongoing, steady-state specialty retail business.

Name

Sportalbert

Legal name

Sport Albert GmbH

Website

https://sportalbert.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sport Albert GmbH (Sportalbert) is a German specialty e-commerce and physical retailer in Muldenhammer focused on Nordic and cross-country skiing equipment, bikes, and outdoor gear, serving DACH-region enthusiasts, cyclists, and school programs with 100+ brands and its own Nordic Sport Albert label.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Nordic / Cross-Country Ski Retail (Skis, Boots, Bindings, Poles, Wax) (CRAMAJAG)

akta.pro secondary industries

Winter Sports (Ski/Snowboard) Retail (CRAMABAJ), Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA), Snowshoeing Retail (CRAMAJAH)

Keywords

• Winter sports equipment
• Cross-country skiing gear
• Bicycle retail
• Outdoor apparel
• Ski equipment sales

Headquarters

HQ city

Muldenhammer

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Retail sales of skiing equipment, bikes, shoes, and apparel through physical stores and e-commerce. Products include cross-country skis, roller skis, bike parts, outdoor apparel. Discounts available through set configurator (up to 25%).
2. Equipment Rental: Ski rental and bike/e-bike rental services. E-bike rental from 20€ per day.
3. Service Revenue: Ski tuning and service center providing professional ski maintenance.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Sportalbert is a specialty retailer of cross-country and alpine skiing equipment, roller skis, bicycles, outdoor apparel, and accessories, distributed through an e-commerce shop and three German physical locations (Sport House, Bikeshop, Ski Hut). The company sells 100+ brands plus its own Nordic Sport Albert private label, and bundles retail with value-added services such as professional ski tuning, equipment rental, a ski school, a test-before-buy program, and an online set configurator with bundle discounts.

Product overview

Sport Albert GmbH operates a comprehensive e-commerce sports retail platform specializing in Nordic and outdoor sports equipment. The core offering centers on cross-country skiing gear (skis, bindings, boots, poles) and roller skiing/cross skate products, supplemented by a full range of bicycles, cycling components, outdoor apparel, footwear, and accessories. The store features a private-label Nordic Sport Albert brand for gaiters and accessories. The company provides value-added services including professional ski tuning (Nordic and Alpine), equipment rental (ski and e-bikes via partner), ski school instruction, and a set configurator tool for bundled purchases. The product portfolio spans multiple categories including snow sports (cross-country, alpine, ski touring), cycling (mountain, e-bike, road), roller sports (roller ski, cross skate, inline), and outdoor activities (hiking, snowshoeing), supported by an extensive accessories and apparel range.

Differentiator

Problem solved

Functional benefit

Brands

• Nordic Sport Albert: Own brand gaiter product line under Nordic Sport Albert label

Products and services

• Cross-Country Ski Equipment Specialty retail category of cross-country skis, bindings, boots, poles, and wax products for Nordic and cross-country skiers, supporting NNN and SNS binding systems.
• Roller Ski and Cross Skates Roller skis for skating and classic techniques, cross skates and skikes, inline skates, and roller ski boots sold for summer Nordic training.
• Alpine Ski Equipment Alpine skis for senior and junior categories, alpine bindings, and ski touring equipment including skins and avalanche safety gear.
• Bicycles Mountain bikes, e-bikes, road bikes, cross/gravel bikes, junior bikes, used test bikes, and trailers sold to cycling enthusiasts.
• Ski and Outdoor Apparel Apparel for cross-country skiing, alpine skiing, cycling, hiking, and general outdoor use, including jackets, pants, vests, suits, base layers, socks, gloves, hats, and headbands.
• Nordic Sport Albert Private Label Sportalbert's own brand of gaiters and outdoor accessories sold under the Nordic Sport Albert label.
• Professional Ski Tuning Service Workshop service providing professional grinding, edge tuning, and waxing for Nordic and Alpine skis.
• Equipment Rental (Ski and E-Bike) Rental of ski test equipment at the Ski Hut and e-bike rental in the Vogtland-Erzgebirge region starting from 20 EUR per day.
• Ski School Ski instruction services delivered at the Ski Hut facility, including school programs for summer and winter seasons.
• Set Configurator Online tool allowing customers to configure and purchase bundled equipment sets with savings up to 25%.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• Nordic TuningminorStrategic or Co-development PartnerExternal Nordic tuning service partner linked on the website. Professional ski tuning services provided.
• eBike Vogtland-ErzgebirgeminorChannel Partner/ Reseller/ DistributorPartner for e-bike tours and rental services in the Vogtland-Erzgebirge region. Website link provided for tours and e-bike rental services starting from 20€.
• Brennholzverkauf VogtlandminorOthersFirewood sales partner in Vogtland region, mentioned on the website.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Eckert Sports: German regional sporting goods retailer operating stores and e-commerce in southern Germany, covering ski, bike, and outdoor categories. Comparable in the regional, multi-category DACH sporting goods model, though with a different geographic footprint than Sportalbert.
• Sport Bittl: German regional sporting goods retailer with a strong online and physical presence focused on ski, bike, and outdoor categories. Comparable in product mix and DACH e-commerce-led model, though with a broader generalist positioning and larger store footprint than Sportalbert.
• Sport Schuster: Family-owned Munich-based sporting goods retailer with strong winter sports and outdoor assortment plus online store. Comparable as a DACH specialist retailer combining physical flagship, e-commerce, and service offerings, though with a more alpine/lifestyle tilt versus Sportalbert's Nordic core.
• Hervis: Austrian sporting goods chain with DACH presence covering ski, bike, and outdoor. Comparable as a DACH multibrand sporting goods retailer with services like ski rental, but operates at a broader and more price-competitive positioning than Sportalbert's specialist focus.

Direct peers

• Sport Conrad: German specialty sports retailer with deep cross-country, alpine, and touring ski expertise plus a strong e-commerce presence. Highly comparable in Nordic ski specialization, brand breadth, and service-led model, making it a primary head-to-head competitor for Sportalbert's core DACH customer.
• Blue Tomato: Austria-based specialist online and retail retailer focused on snowboarding, freeskiing, and winter sports. Closely comparable in that it serves a similarly passionate, technical winter sports enthusiast base with a curated multi-brand assortment, online depth, and physical store network, though with a freeride/board emphasis versus Sportalbert's Nordic cross-country core.

Broad incumbents

• Decathlon: Global sporting goods mass-market retailer with extensive German store and online presence, including cross-country, alpine, bike, and outdoor ranges. Comparable as a multi-category competitor but with fundamentally different positioning: low-cost, broad assortment, self-owned brands versus Sportalbert's specialist service model.
• Intersport: Global sporting goods retail cooperative with strong DACH footprint, offering ski, bike, and outdoor categories. Comparable in omnichannel sporting goods retail, but is a broad-line operator versus Sportalbert's Nordic specialist focus and direct ownership model.
• Bike24: Major European online-first bike and cycling components retailer, headquartered in Germany. Comparable as a German e-commerce specialist serving cycling enthusiasts with deep catalog and fulfillment infrastructure, directly overlapping Sportalbert's bike category.
• SportScheck: Major German multibrand sporting goods retailer with a broad online catalog and physical stores, including winter sports categories. Comparable in serving German consumers across ski, bike, and outdoor but at materially larger scale and with less specialist depth in Nordic skiing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Sportalbert
• Facebookfacebook.com/Sportalbert

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 Sportalbert