SportshopsDirect

What SportshopsDirect does

SportshopsDirect, operating primarily as PassaTennis (also TennisDirect.nl/.com/.be), is a Netherlands-based specialty sports retailer focused on tennis equipment, apparel, footwear and accessories. The legal entity, Passa Sports Europe B.V. (KVK 28085635), is registered at Gantelstraat 14, 5145 PH Waalwijk and operates a Magento-based e-commerce storefront complemented by a dedicated PassaSports mobile application (iOS and Android), 3 physical retail stores (Amsterdam Koenenkade 8, Amstelveen inside the National Tennis Center de Kegel since 2020, and Antwerpen Boomsesteenweg 247 in Belgium) and a distribution center in Waalwijk. The business carries 21,000+ tennis-specific SKUs across 20+ brands (Nike, adidas, ASICS, Babolat, Wilson, HEAD, Yonex, Tecnifibre, Prince, Dunlop, Lacoste, On, New Balance, Mizuno, Björn Borg, Bidi Badu, The Indian Maharadja, Only Play, Under Armour, Fila) and is embedded in the Dutch tennis ecosystem through anchor institutional relationships with the KNLTB (official supplier since April 2016, covering ~1,700 clubs and ~600,000 players), the VNT (Dutch tennis teachers association, partner since 2007), the ABN AMRO World Tennis Tournament (Business Partner since 2012) and Toernooi.nl (exclusive shop partner since 2004).

Revenue is generated almost exclusively through one-time direct product sales to individual consumers via e-commerce and retail, with no disclosed subscription or recurring components. Pricing is standard consumer retail with publicly listed SKU prices, a €79 free-shipping threshold, a 14-day return policy and periodic promotional codes. The customer base is long-tail B2C, evidenced by a 9.0/10 Kiyoh rating across 51,523 verified buyer reviews, and customer acquisition relies on SEO-optimized category and brand pages, a content/blog layer, an affiliate channel via Tradetracker, email/newsletter and Instagram. The offering is differentiated by guided product selection tools (Racketfinder, Schoenadvies, Snaaradvies, Brafinder), in-store value-added services (racket stringing, demo rackets, fitting), and a hybrid online-plus-physical distribution model. The company operates under the broader PassaSports umbrella, which extends the same commerce platform across 9 sport disciplines (tennis, running, football, hockey, padel, handball, volleyball, korfball, basketball) representing 100,000+ SKUs in aggregate.

The business is privately held with no disclosed venture, private equity or public-market funding. Ownership and revenue are not publicly disclosed. The CEO is Guido Koekkelkoren, identified as owner and CEO. Company-stated headcount exceeds 300 colleagues across the broader sports specialty operations, though the firmographics layer reports a substantially smaller count for the named entity (likely a scoping discrepancy). The company maintains Thuiswinkel Waarborg certification, providing a recognized Dutch consumer-trust and dispute-resolution framework.

Name

SportshopsDirect

Legal name

Passa Sports Europe B.V.

Website

https://tennisdirect.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

SportshopsDirect (PassaTennis / TennisDirect) is a Netherlands-based specialty tennis retailer selling 21,000+ SKUs across 20+ brands via a Magento e-commerce site, PassaSports mobile app and 3 Benelux retail stores, serving individual tennis players and institutional partners including the KNLTB.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (459110)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Tennis Equipment & Accessories Retail (CRAMAFAA)

akta.pro secondary industry

Racquet Sports (Tennis/Pickleball/Badminton/Squash) Retail (CRAMABAF)

Keywords

• Tennis equipment retail
• Sports e-commerce
• Athletic footwear sales
• Racket stringing services
• Multi-brand sportswear

Headquarters

HQ city

Warmond

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct product sales (B2C e-commerce + retail): The company generates revenue through one-time product sales across a wide range of tennis equipment and apparel. Products are sold directly to consumers via the e-commerce platform and physical stores, with no recurring subscription component.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

SportshopsDirect operates PassaTennis (TennisDirect.nl), a multi-brand tennis retailer selling rackets, shoes, apparel, strings, bags, and balls from 15+ leading brands (Nike, adidas, ASICS, Babolat, Wilson, HEAD, Yonex, Tecnifibre, Prince, Dunlop, K-Swiss, Mizuno, New Balance, On, Lacoste, Fila, Under Armour, Björn Borg). The business combines a direct-to-consumer e-commerce platform with 4 physical retail stores in the Benelux region, complemented by in-store services such as racket stringing, demo/test rackets, and fitting advice.

Differentiator

Problem solved

Functional benefit

Products and services

• Tennis Rackets Multi-brand tennis racket retail assortment (Babolat, Wilson, HEAD, Yonex, Prince, Tecnifibre, Dunlop) offered for senior and junior players, with categorized playing strength levels, racket types, and grip sizes.
• Tennis Shoes Multi-brand tennis footwear (adidas, ASICS, Nike, HEAD, Babolat, K-Swiss, Mizuno, New Balance, On, Wilson) for recreational, competitive, and enthusiastic players, categorized by court surface and fit.
• Tennis Apparel Multi-brand tennis clothing and apparel across polos, shirts, shorts, leggings, dresses, jackets, thermokleding, trainingspakken, sweaters, vests, and sport bras from brands including adidas, ASICS, Babolat, Björn Borg, Bidi Badu, Fila, HEAD, Lacoste, The Indian Maharadja, Nike, Only play, Sjeng Sports, Under Armour, and Wilson.
• Tennis Bags Tennis bags including racket bags, backpacks, tote bags, and duffle bags for senior and junior players, supplied by Babolat, Dunlop, HEAD, The Indian Maharadja, Tecnifibre, Wilson, and Yonex.
• Tennis Strings

Quantifiable outcome

• Customer satisfaction rating of 9.0 out of 10 based on 51,523 reviews on Kiyoh.
• +1 more outcomes

Named customers3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• KNLTB (Koninklijke Nederlandse Lawn Tennisbond)coreGTM or Marketing Partner · 1 April 2016PassaTennis has been an official supplier of the KNLTB (Dutch national tennis federation) since April 2016. The KNLTB represents approximately 1,700 tennis clubs and 600,000 tennis players, making it the second-largest sports federation in the Netherlands. PassaTennis supplies equipment and gear to the federation and its member clubs.
• ABN AMRO World Tennis TournamentcoreGTM or Marketing Partner · 1 January 2012PassaTennis has been a Business Partner of the ABN AMRO World Tennis Tournament since 2012. This is one of the most prestigious sporting events in the Netherlands, held annually in Rotterdam. The partnership provides branding and marketing exposure at a high-profile international tennis event.
• VNT (Vereniging van Nederlandse Tennisleraren)coreGTM or Marketing Partner · 1 January 2007PassaTennis has been a partner of the VNT (Dutch Association of Tennis Teachers) since 2007. The VNT is the oldest professional sports association in the Netherlands (founded 1929). PassaTennis supplies tennis teachers with the right equipment and corresponding advice from the tennis player's perspective.
• Toernooi.nlminorGTM or Marketing Partner · 1 January 2004PassaTennis has been the exclusive shop partner of Toernooi.nl since 2004. Toernooi.nl is the leading tournament planning platform for tennis in the Netherlands, with 90% of all Dutch tennis tournaments linked to the platform. The partnership drives visibility among active tournament players.
• Amstelpark Tennis AcademyminorStrategic or Co-development PartnerAmstelpark Tennis Academy in Amsterdam specializes in developing talented young tennis players with professional training programs covering tennis, fitness, mental coaching, and physiotherapy. PassaTennis supplies equipment and expertise in support of the academy's programs.
• NTC de Kegel AmstelveencoreStrategic or Co-development PartnerPassaTennis has housed its flagship store within the National Tennis Center (NTC) de Kegel in Amstelveen since 2020. The NTC uniquely combines top-level and recreational sport, hosting KNLTB training sessions and offering badminton and padel alongside tennis.
• TENNiS MagazineminorGTM or Marketing PartnerPassaTennis is a Business Partner of TENNiS Magazine, the largest tennis magazine in the Dutch market. The partnership provides content collaboration and marketing visibility to tennis enthusiasts.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Decathlon: Decathlon is the world's largest sporting goods retailer with vertically integrated private-label tennis lines (Artengo, Perfly, Kuikma). It competes with PassaTennis across price points and is a key structural threat in the Benelux market.
• Babolat: Babolat is a leading tennis equipment manufacturer (rackets, strings, shoes) with a growing DTC e-commerce operation. As both a PassaTennis supplier and a competing retailer of its own brand, it represents a channel conflict risk.
• Wilson Sporting Goods: Wilson is a major tennis racket, ball, and apparel brand with global DTC operations. It supplies PassaTennis while also selling direct, making it both a critical partner and a structural competitor in the same product categories.
• Intersport: Intersport is a global sporting goods retail cooperative with extensive Benelux store coverage. It overlaps PassaTennis on multi-brand tennis equipment and apparel assortment in physical retail.

Emerging players

• Runners Point: Runners Point is a European specialty retailer focused on running with deep multi-brand assortment and advice-driven merchandising. It is comparable as a PassaRunning sister-vertical showing the multi-sport platform strategy applied at scale.
• Padel Nuestro: Padel Nuestro is Europe's largest padel specialist retailer with strong Iberian and expanding European presence. It is a relevant comparable as PassaTennis expands PassaPadel to capture the European padel boom.

Direct peers

• Pro:Direct Tennis: Pro:Direct Tennis is a UK-based premium online tennis retailer offering rackets, shoes, and apparel from leading brands. It competes with PassaTennis in the premium European tennis segment with overlapping brand portfolios.
• Tennis Warehouse Europe: Tennis Warehouse Europe is a leading online tennis specialist offering deep SKU coverage, demo programs, and stringing services. It directly competes with PassaTennis for premium tennis equipment buyers across continental Europe.
• Tennis-Point: Tennis-Point is one of the largest online tennis specialists in Europe, offering multi-brand rackets, apparel, and shoes across multiple country domains. It is the most direct head-to-head competitor to PassaTennis in European tennis e-commerce.

Regional players

• Holabird Sports: Holabird Sports is a US-based tennis specialist retailer with deep racket selection and stringing services. It is comparable as a category-specialist tennis retailer, though it operates in a different geography (US vs Benelux).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/passatennis
• Xx.com/tennisdirect

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries9 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 SportshopsDirect