Name

HOLMENKOL

Legal name

Holmenkol GmbH

Website

https://holmenkol.com

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Ski Wax and Sports Surface Care Products

NAICS

Paint and Coating Manufacturing (325510), Soap and Cleaning Compound Manufacturing (32561)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

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

akta.pro secondary industries

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Ski wax products
• Bike chain lubricants
• Textile waterproofing sprays
• Ski service tools
• Outdoor gear care

Headquarters

HQ city

Ludwigsburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ski Wax Products: Sale of ski wax products including natural skiwax, base wax, racing wax, worldcup finish wax, ski tour wax, Nordic classic, klister/grip wax, backshop products, and base cleaning solutions. These are one-time purchase products sold directly to consumers and through dealers.
2. Bike Care Products: Sale of bicycle maintenance products including chain waxes (dry and wet variants), lubricants, suspension spray, cleaners, and bike accessories. Products are designed for various cycling disciplines from road to MTB.
3. Textile Protection Products: Sale of textile care and protection products including specialized washing detergents, waterproofing sprays, shoe care products, and tent care solutions. Includes products compatible with GORE-TEX and other technical membranes.
4. Tools and Equipment: Sale of professional ski service tools including brushes, edge tuning equipment, scrapers, files, waxing irons, corking/pads/repair items, ski vises/tables/profiles, and structure tools/accessories.
5. Seminars & Events: Training and education services through seminars and events for product application and ski service techniques.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Holmenkol manufactures and sells high-performance ski waxes, bike drivetrain care products (chain waxes, lubricants, suspension spray), textile protection and waterproofing sprays, tent/outdoor equipment care, and professional ski service tools. Founded in 1922 as the inventor of modern ski wax, the company produces a complete surface care portfolio for winter sports, cycling, and outdoor applications, sold through a direct-to-consumer online shop, a dedicated B2B portal, and a European dealer network. Products are quality Made in Germany with emphasis on sustainable, PFC-free, and biodegradable formulations.

Product overview

Holmenkol is a traditional German sports care products company founded in 1922, offering a comprehensive portfolio of ski wax products, bike care solutions, textile protection products, and tools. The core product lines include: SNOW (ski wax products ranging from Natural Skiwax to Worldcup Finish Wax for Alpine and Nordic skis, plus service tools like brushes, edge tuning, and scrapers); BIKE (cleaning products, chain waxes including Chain wax dry and Chain wax wet, lubricants, and accessories for MTB, racing bikes, and E-bikes); TEXTILE PROTECTION (specialized wash products like Natural Textile Wash and waterproofing sprays including Textile Proof, Shoe Proof, HighTec Proof, and Natural Proof for functional clothing, shoes, and outdoor equipment); TENT CARE (cleaners and waterproofing for outdoor gear); BODY CARE (body care products for athletes); and MERCHANDISE (branded accessories). All products are developed and manufactured in Germany with a focus on quality, sustainability, and performance.

Differentiator

Problem solved

Functional benefit

Products and services

• SNOW (Ski Wax Products) Complete range of ski wax products including Natural Skiwax, Base Wax, Racing Wax, Worldcup Finish Wax, Ski Tour Wax, Nordic Classic, Klister/Grip Wax, Backshop, and Base Cleaning for optimal glide performance on Alpine and Nordic skis. Targeted at competitive and recreational skiers requiring condition-specific waxes for varying snow and temperature conditions.
• TOOLS (Ski Service Tools) Professional ski service tools including Brushes, Edge Tuning equipment, Scrapers, Files, Waxing Irons, Corking/Pads/Repair items, Skis Vises/Tables/Profiles, and Structure Tools/Accessories. Targeted at ski service professionals, ski shops, and serious enthusiasts performing ski waxing and edge tuning.
• TEXTILE PROTECTION Specialized care products for sports and functional clothing including Textile Care (Cleaning, Waterproofing) and Shoe Care (Care & Protection, Waterproofing) to maintain breathability of membrane fabrics such as GORE-TEX and extend equipment lifespan. Targeted at outdoor enthusiasts and athletes using technical apparel.
• BIKE (Bike Care Products) Bike care products including Cleaning solutions, Lubricants (Chain Wax dry, Chain Wax wet, Performance Lube, Suspension Spray), and Accessories for maximum performance on MTB, racing bikes, E-bikes, gravel, touring and trekking. Developed and tested with professional road cycling teams. Targeted at road cyclists, mountain bikers, e-bike users, and touring cyclists.
• TENT CARE Specialized cleaners (Natural Tent Cleaner) and waterproofing sprays (Natural Tent Proof) for outdoor equipment including tents, awnings, sun sails, camping tarps, and backpacks. Biodegradable formulations. Targeted at campers and outdoor enthusiasts.
• BODY CARE Body care products for athletes and outdoor enthusiasts. Targeted at athletes and outdoor users requiring personal care products suited to sports and outdoor activities.
• MERCHANDISE Branded Holmenkol merchandise and accessories sold alongside the core care product portfolio. Targeted at brand enthusiasts and existing customers.
• Seminars & Events Educational training seminars and events covering product application and ski service techniques, including waxing, bike chain waxing, textile care, and tent protection. Targeted at ski service professionals, dealers, and serious enthusiasts seeking hands-on product training.

Quantifiable outcome

• Chain wax dry provides coverage up to 1200 km per treatment
• +2 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Italian Ski Team (FISI)coreStrategic or Co-development PartnerOfficial supplier of Holmenkol ski wax products to the Italian national ski team.
• Slovenian Ski FederationcoreStrategic or Co-development PartnerOfficial supplier of ski wax products to the Slovenian national ski team.
• Swiss SkicoreStrategic or Co-development PartnerOfficial supplier of ski wax products to the Swiss national ski team.
• German Ski Association (DSV)coreStrategic or Co-development PartnerOfficial supplier of ski wax products to the German national ski team (Deutscher Skiverband).
• Austria SkicoreStrategic or Co-development PartnerOfficial supplier of ski wax products to the Austrian national ski team.
• IBU (International Biathlon Union)coreStrategic or Co-development PartnerOfficial supplier for biathlon competitions organized by the International Biathlon Union.
• Russian Ski FederationcoreStrategic or Co-development PartnerOfficial supplier of ski wax products to the Russian national ski team.
• Para SkicoreStrategic or Co-development PartnerOfficial supplier for para-alpine skiing competitions and athletes.
• VFB (Verein für Bewegungsspiele)minorStrategic or Co-development PartnerPartnership with VFB sports club.
• RacingteamcoreStrategic or Co-development PartnerPartnership with professional racing team for product development and testing.
• ExplorerminorStrategic or Co-development PartnerPartnership with Explorer for outdoor adventure products.
• deinwinterdeinsportminorGTM or Marketing PartnerMarketing partnership with deinwinterdeinsport platform.
• SeefeldminorStrategic or Co-development PartnerPartnership related to Seefeld winter sports region.
• König Ludwig LaufminorStrategic or Co-development PartnerPartnership with König Ludwig Lauf cross-country skiing event.
• KamlaufminorStrategic or Co-development PartnerPartnership with Kammlauf ski mountaineering event.
• SG SternminorStrategic or Co-development PartnerPartnership with SG Stern cycling community.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pedro's: Pedro's is a US-based bicycle care brand offering chain lubricants, cleaners, and tools for bike shops and enthusiasts. It is comparable to Holmenkol's BIKE line on product mix (lubes, cleaners, brushes) and the professional IBD/ski-shop-equivalent dealer model.
• Toko: Toko is a Swiss manufacturer of ski waxes, Nordic grip products, and ski service tools, plus outdoor and textile care. It targets the same ski service shops, racing teams, and enthusiast consumers as Holmenkol with overlapping product lines and distribution.
• Squirt Chain Lube: Squirt is a South African bicycle chain wax brand with broad global distribution across road, MTB, and e-bike categories. It is a direct competitor to Holmenkol's BIKE chain wax line on performance claims, coverage per application, and pro-team endorsements.
• Start (Puxa): Start (sold under Puxa/Start brand) is a Finnish Nordic ski wax specialist with grip waxes, glide waxes, and klister for cross-country racing. It competes with Holmenkol in the same Nordic-specific subcategory, particularly across Scandinavian dealer networks.
• Vauhti: Vauhti is a Finnish ski wax and ski service product maker serving Nordic and Alpine disciplines, with comparable product categories (glide waxes, grip waxes, base cleaners) and similar dealer-led distribution across Northern Europe.
• Briko / Maplus: Briko-Maplus is an Italian ski wax and ski service brand acquired by Maplus, specializing in fluorinated and fluoro-free waxes for racing and Nordic. It directly competes with Holmenkol for federation contracts and dealer shelf space, particularly in the Italian-speaking Alpine market.
• Swix: Swix is the leading global ski wax brand, offering waxes, tools, and grip products for Alpine, Nordic, and biathlon racing. It directly competes with Holmenkol across the same national-team supplier relationships, dealer channels, and core wax chemistries.
• Rex (Rex Glide): Rex is a Finnish ski wax brand focused on Nordic and racing waxes, with strong presence in Scandinavian cross-country skiing. It overlaps with Holmenkol's Nordic Classic, klister/grip wax, and racing wax SKUs and competes for the same federation suppliers and amateur racers.

Broad incumbents

• Finish Line: Finish Line is one of the largest bicycle lubricant and care brands globally, sold through mass cycling retail. It competes with Holmenkol's BIKE category on chain lubes and cleaners but at much broader scale and mass-market positioning rather than premium pro-team-led niche.
• Motorex: Motorex is a Swiss manufacturer of specialty lubricants, chain lubes, and care products with a strong presence in cycling and motorsport. It overlaps with Holmenkol's BIKE lubricants and textile-care portfolio and shares the "Made in Switzerland/Germany" premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MrRacingExpert
• Facebookfacebook.com/holmenkol.gmbh
• LinkedInlinkedin.com/company/holmenkol
• Instagraminstagram.com/holmenkol

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 HOLMENKOL