What Freewill does

Freewill Infrastructures Pvt Ltd., founded in 1990 and headquartered in Pune, India, is a sports infrastructure company that manufactures and distributes end-to-end solutions for sports facilities across India. The company operates a dual model: it holds exclusive India distribution rights for premium international brands — Gerflor/Taraflex (vinyl sports flooring used at 10 consecutive Olympic Games), Connor Sports (NCAA/FIBA maple hardwood), Junckers (EN 14904 maple systems), Sport Court (modular outdoor flooring), Spieth Gymnastics (FIG-certified apparatus), Janssen-Fritsen (PE equipment), Schelde Sports, Bodet (scoreboards and PA systems), Senoh (FIVB volleyball), Playrite (cricket surfaces), and Parkitect (modular pumptracks) — while also manufacturing its own stadium seating, fencing, aluminum goal posts, MUGA arenas, divider curtains, and squash court systems at its Pune facility.

The product portfolio spans indoor and outdoor sports flooring (maple, vinyl, modular polypropylene), gymnastics and climbing equipment, stadium seating systems (fixed, telescopic, demountable grandstands, foldable bleachers, aluminum bleachers), scoreboards and audio systems, sports field fencing with optional LED lighting, squash courts, divider curtains, mats (wrestling, taekwondo, judo), and multi-sport recreational infrastructure (MUGA, pumptracks). Through the 2022 Juta Gross partnership, Freewill extended into artificial turf, becoming the only Indian company offering end-to-end football and hockey field solutions. Since 2010, the company has installed more than 100,000 stadium seats and has been associated with every National Games and major international event held in India since 1992, including Commonwealth Games, Khelo India Youth Games, and the Hockey World Cup.

Freewill generates revenue through project-based hardware sales and professional installation services, with all pricing quoted per project specification rather than published. The go-to-market is event-driven, anchored by exclusive distribution partnerships and reference wins at government tenders (Sports Authority of India, state sports departments), educational institutions (schools and universities), community/municipal facilities (MUGA), residential complexes, and a small commercial segment including professional leagues. Customers include Shree Shivchattrapati Sports Complex, St. Vincent Alumni Pune, Khelo India Youth Games, the Prime Volleyball League, and various national and international championship organizers. The company is privately held by founders Mr Liyakat Shaikh (Managing Director) and Mr Rajesh Kharabanda (Chairman of Freewill Group), with no disclosed external funding and organic growth funded through operations.

Name

Freewill

Legal name

Freewill Infrastructures Pvt Ltd.

Website

https://freewill.co.in

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Freewill is a Pune-based sports infrastructure company that manufactures stadium seating and distributes premium international sports equipment brands exclusively across India, supplying flooring, gymnastics, seating, and full-sport facility solutions to government bodies, educational institutions, and event organizers since 1990.

Ownership category

akta.pro rank

Product category

Sports Infrastructure Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG)

akta.pro secondary industries

Team Sports Goals, Nets & Field Equipment Retail (CRAMAEAK), Sports & Recreation Facility Construction (Stadiums, Arenas, Community Centers) (IMAFACAI)

Keywords

• Sports infrastructure manufacturing
• Sports flooring systems
• Stadium seating solutions
• Gymnastics equipment supply
• Multi-sport facility solutions

Headquarters

HQ city

Pune

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Sports Surface Sales and Installation: Sale and installation of sports flooring including maple wood (Junckers, Connor Sports), vinyl (Gerflor Taraflex), outdoor courts (Sport Court)
2. Stadium Seating Systems: Manufacturing and supply of stadium seats including fixed seating, telescopic seating, demountable grandstands, foldable bleachers, and aluminum bleachers
3. Sports Equipment Distribution: Exclusive distribution of international sports equipment brands including Spieth Gymnastics, Janssen Fritsen, Schelde Sports, Bodet, and others
4. Professional Installation Services: Professional installation of sports infrastructure including flooring, equipment, and court systems

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Freewill Infrastructures Pvt. Ltd. is a Pune-based sports infrastructure manufacturer and exclusive distributor that supplies and installs sports flooring (hardwood maple, vinyl, outdoor modular), stadium seating systems, gymnastics equipment, climbing walls, scoreboards, squash courts, divider curtains, and physical education equipment in India. The company combines domestic manufacturing (stadium seats, aluminum goal posts, MUGA arenas) with exclusive distribution of world-leading international brands to deliver end-to-end sports facility projects for government, education, and commercial clients.

Product overview

Freewill is a sports infrastructure company offering an integrated portfolio of products for sports facilities, including sports flooring (maple wood, vinyl, outdoor), gymnastics equipment, climbing walls, stadium seating, scoreboards, and multi-sport facility solutions. The company distributes internationally recognized brands (Junckers, Connor Sports, Gerflor/Taraflex, Spieth, Bodet, Senoh, Playrite) while also manufacturing its own seating systems, divider curtains, and MUGA arenas. Products span indoor/outdoor flooring, equipment for gymnastics, climbing, cricket, and various court sports, as well as facility infrastructure like fencing, scoreboards, and timing systems. The portfolio enables end-to-end sports infrastructure projects from flooring to spectator seating.

Differentiator

Problem solved

Functional benefit

Products and services

• Junckers Maple Wood Sports Flooring Premium 100% solid hardwood maple sports flooring with 22mm thickness, area-elastic characteristics per EN 14904 class A3/A4, including UNOBAT 45, UNOBAT 50, and UNOBAT 62+ batten-based systems with shock absorption technology. Distributed for schools, sports complexes, and competition venues.
• Connor Sports Maple Wood Flooring North American maple hardwood sports surfaces approved by MFMA, FIBA, BWF, WSF, and IHF. Includes Connor Alliance (anchored), Connor NeoShok (floating), CONNOR Rezill Sleepers, and Duracushion II systems. Targets professional basketball and multi-sport venues.
• Gerflor Vinyl Sports Flooring (Taraflex) High-performance PVC vinyl sports flooring approved by FIVB, FIBA, BWF, and IHF. Taraflex range includes Sports M Evolution (25-35% shock absorption), Sports M Performance (35-45%), Sports M Comfort (≥45%), Badminton, and Bateco protective layer. Used in multi-sport halls and indoor arenas.
• Sport Court PowerGame Outdoor Flooring Modular polypropylene outdoor sports flooring for multi-use courts, designed to overlay concrete or asphalt surfaces with competitive performance and safety characteristics. For outdoor multi-sport courts and recreational facilities.
• Spieth Gymnastics Equipment FIG-certified gymnastics apparatus including Parallel Bars Melbourne, Uneven Bars Bern, Tumbling Track Spiethway III, High Bar Stuttgart, Balance Beam Soft Touch, Pommel Horse, Still Ring Frame Berlin, Vaulting Table, Springboard Moscow, Elastic Swing Floor, Competition Trampoline Ultimate 4×4, and mini versions for children. For gymnastics clubs, training academies, and competition venues.
• Climbing Walls Indoor climbing wall systems including MozaiK wood (versatile design), Augmented Climbing Wall (interactive game platform), Clip n' Climb (36 unique challenges with Trublue auto belay), and IFSC Speed Walls (15.5m competition height). For entertainment centers, training facilities, and competition venues.
• Cricket Surfaces (Playrite) Artificial cricket surfaces including Match Play I (woven Wilton, ECB approved), Tournament 10 (tufted, Knit De Knit), and Practice Play Junior (needlepunch, economical). For cricket practice facilities and academies.
• Mats Sports mats including Wrestling Mat (EVA foam, WFI approved, 1m×2m×7cm), Taekwondo/Kabaddi/Kho-Kho Mat (interlocking EVA foam, 1m×1m×25-30mm), and Flexi Roll Multi-Purpose Mat (1m×2m×50mm). For wrestling halls, martial arts facilities, and multi-purpose sports centers.
• Stadium Seating Systems Stadium seating solutions including Fixed Seating System, Foldable Bleacher, Demountable Grand Stand Seating, Tip Up Seating System, Telescopic Seating System, Dugout, and Aluminium Bleachers. For stadiums, arenas, sports complexes, and event venues.
• Scoreboards and Timing Systems (Bodet) LED scoreboard systems including Indoor/Outdoor variants with LED screens, Scorepad keyboard controller, and Synchronised Clocks with master clock synchronization (AFNOR, Impuls, DHF, NTP standards). For sports venues and competition facilities.
• Sports Equipment Equipment including Badminton posts, Basketball portable backstops (Schelde Sports SAM series, FIBA approved), Volleyball posts (Senoh, FIVB approved), Tennis posts, Hockey goals (FIH compliant), Handball goals, and Aluminium Football/Futsal goal posts. For sports clubs, schools, and competition facilities.
• Multi Utility Games Arena (MUGA) All-season, maintenance-free multi-sport facility enabling simultaneous play for basketball, futsal, badminton, volleyball, cricket practice, and jogging. MUGA 6030 model accommodates 52 players on 5 fields. For community sports areas and urban residential facilities.
• Modular Pumptrack (Parkitect) Modular pump track system with 11 engineered modules of plywood composite or precast concrete for bikes, scooters, and skateboards. For community recreation areas and adventure parks.
• Squash Courts WSF-approved squash court systems including COURTWALL 4.0 Full/Half System walls, moveable side walls, wood flooring, and glass play wall solutions. For squash clubs, sports complexes, and educational institutions.
• Divider Curtains Sports hall partition systems including Roll Up Curtain (automatic, 3.5" bottom batten) and Walk Draw Curtain (track-style, polyurethane wheels). For multi-purpose sports halls requiring space division.
• Sports Field Fence System Chain-link fencing with galvanized powder-coated structures, available with or without 280W LED lamp posts. For sports field perimeters and outdoor venues.
• Fixed Indoor Ceiling Suspended Basketball Post DualTube ceiling-mounted basketball backstop with triangular frame, electronic control, FIBA Level 2 approved, for ceiling heights up to 10-10.5m. For indoor basketball halls and multi-sport venues.
• Audio System (Bodet) Bodet bell and PA systems for broadcasting bells, music, alerts, and announcements in sports facilities. For stadiums, sports halls, and competition venues.
• Physical Education Equipment (Janssen-Fritsen) TUV-approved PE equipment for children ages 3-12 including Mat-Box, Multibox, Climbing Island, Jumper, and COMBIFRAME 4-IN-1. For schools, kindergartens, and play schools.
• Children's Safety Flooring EPDM and SBR rubber granules for impact-absorbing safety flooring in children's play areas and jogging tracks. For schools, play areas, and recreational facilities.
• Storage Trolley Steel framework trolley with bearing-mounted wheels and electric drive for handling Taraflex floor covers. For sports facilities managing portable flooring systems.

Quantifiable outcome

• 100,000+ stadium seats installed since 2010
• +2 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

16 partnerships are on record, tiered core, major and minor.

• Juta Gross (Czech Republic)coreTechnology or Integration · 1 January 2022Partnership for artificial turf manufacturing enabling Freewill to provide end-to-end solutions for football and hockey fields. This made Freewill the only company in India with complete football and hockey field solutions.
• Sport CourtcoreChannel Partner/ Reseller/ Distributor · 1 January 2010Exclusive Distribution Partners for Sport Court outdoor modular sports flooring throughout India. Sport Court is the world's oldest and most established modular sports flooring specialist.
• Spieth GymnasticscoreChannel Partner/ Reseller/ Distributor · 1 January 2010Exclusive Distribution Partners for Spieth Gymnastics equipment in India. Spieth is an experienced supplier for 11 Olympic Games, about 90 World and European Championships, and many World Cups.
• Schelde SportsmajorChannel Partner/ Reseller/ Distributor · 1 January 2010Partnership for Schelde Sports basketball backstops and sports equipment in India. Schelde Sports provides FIBA-approved portable basketball backstops and court equipment.
• BodetmajorChannel Partner/ Reseller/ Distributor · 1 January 2010Partnership for Bodet scoreboards, audio systems, and synchronized clocks in India. Bodet is a leader in bell, PA systems, and time display solutions for over 40 years.
• Janssen-FritsenmajorChannel Partner/ Reseller/ Distributor · 1 January 2010Partnership for Janssen-Fritsen physical education equipment for children aged 3-12 years in India. Equipment is TUV approved, portable, and designed for kindergartens and play schools.
• SenohmajorChannel Partner/ Reseller/ Distributor · 1 January 2010Partnership for Senoh volleyball posts, safety pads, nets, antennae, and referee chairs. Senoh has been FIVB-approved as official equipment since 1992.
• PlayriteminorChannel Partner/ Reseller/ Distributor · 1 January 2010Partnership for Playrite artificial cricket surfaces in India. Playrite is the UK's leading manufacturer of artificial cricket surfaces for over 23 years.
• ParkitectminorChannel Partner/ Reseller/ Distributor · 1 January 2010Partnership for Parkitect modular pumptrack systems in India. Parkitect provides engineered and certified pump track modules for bikes, scooters, and skateboards.
• EPC ClimbingminorChannel Partner/ Reseller/ Distributor · 1 January 2010Brand associate for climbing wall solutions including Clip 'n Climb and other climbing equipment.
• NiviaminorChannel Partner/ Reseller/ Distributor · 1 January 2010Partnership for Nivia sports equipment in India, a well-known Indian sports equipment brand.
• GerflorcoreChannel Partner/ Reseller/ Distributor · 1 January 1992Exclusive Distribution Partners for Gerflor vinyl sports flooring (Taraflex) throughout India. Gerflor is a world-leading manufacturer of synthetic vinyl sports flooring, with Taraflex selected for 10 consecutive Olympic Games.
• Connor SportscoreChannel Partner/ Reseller/ Distributor · 1 January 1992Exclusive Distribution Partners for Connor Sports maple hardwood sports surfaces in India. Connor Sports is the official basketball court provider for NCAA Final Four and FIBA Basketball World Cup, having supplied 8 basketball courts for Rio Olympic 2016.
• JunckerscoreChannel Partner/ Reseller/ Distributor · 1 January 1992Partnership for Junckers maple wood sports flooring in India. Junckers produces 100% solid hardwood sports floors with unique area-elastic characteristics, tested and approved per EN 14904.
• Taraflex (Gerflor)coreChannel Partner/ Reseller/ Distributor · 1 January 1992Partnership with Gerflor's Taraflex brand for vinyl sports flooring in India, starting from 1992. Taraflex was selected for London 2012 Olympic Games and 10 consecutive Olympic Games.
• Janssen & FritsenmajorChannel Partner/ Reseller/ Distributor · 1 January 1992Partnership for FIG-approved Janssen & Fritsen gymnastic equipment introduction to India, starting from 1992.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Pavigym: Specialist provider of premium sports and functional flooring for gyms and training facilities. Adjacent peer to Freewill's vinyl sports flooring and safety flooring lines, with overlapping institutional/fitness customers.

Regional players

• Cosco (India) Ltd. India-based manufacturer and distributor of sports and fitness equipment with broad institutional and government sales. Comparable to Freewill's equipment distribution and sports infrastructure supply across Indian institutional customers.
• MD Sports (India): Indian manufacturer of sports equipment, fitness gear and team sport goods. Regional peer to Freewill within India, particularly overlapping in equipment distribution for schools, clubs and government sports tenders.

Direct peers

• Bodet Sport: European manufacturer of scoreboards, timing systems and audio solutions for sports venues. Freewill is Bodet's exclusive India distributor, making Bodet Sport the closest direct principal peer in the scoreboard/timing category.
• SnapSports: US manufacturer of modular outdoor sports flooring and multi-sport courts. Comparable to Freewill's Sport Court PowerGame distribution and MUGA arena product — both target modular, multi-use outdoor play surfaces.
• Robbins Sports Surfaces: North American manufacturer of hardwood maple sports flooring (MFMA-certified). Directly comparable to Freewill's Connor/Junckers maple wood distribution and Connor NeoShok/Duracushion offerings in the gymnasium flooring category.
• Harrod Sport: UK-based manufacturer and supplier of sports equipment, goals, netting, and team sport infrastructure for schools, clubs, and federations. Direct peer to Freewill's equipment distribution and sporting goods lines, with comparable B2B/government and education customer mix.
• CONICA AG: Swiss manufacturer of athletic track and sports surface systems (running tracks, courts, multipurpose). Peer to Freewill's flooring distribution and MUGA business in certified, federation-grade sports surfacing.

Broad incumbents

• Aalberts Industries N.V. European industrial group with sports facility infrastructure (including seating and surface technology) as part of a diversified industrial portfolio. Comparable to Freewill as a much larger incumbent serving stadia, schools and leisure venues.
• Sport Group (Polytan / Regupol): Global sports surface and infrastructure provider (Polytan for athletic surfaces, Regupol for elastic layers). Comparable to Freewill as a multi-sport surface/infrastructure supplier with global distribution — albeit at much larger scale than Freewill's India-focused operation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FreewillInfra
• YouTubeyoutube.com/channel/UCg4ldyoQCRXw-2myRniRDKA
• Facebookfacebook.com/Freewillsports
• LinkedInlinkedin.com/company/freewill-sportsinfra
• Instagraminstagram.com/freewill_sportsinfra

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Freewill