Sportshop

What Sportshop does

Sportshop, operating commercially as PassaSports, is a Netherlands-based direct-to-consumer e-commerce retailer founded in 2002 and headquartered in Waalwijk. The company specialises in sporting goods across nine disciplines—football (PassaVoetbal), hockey (PassaHockey), tennis (PassaTennis), running (PassaRunning), volleyball (PassaVolleybal), handball (PassaHandbal), padel (PassaPadel), korfbal (PassaKorfbal), and basketball (PassaBasketbal)—plus a team-sports vertical (PassaTeamsports), serving amateur and recreational athletes as well as organised sports clubs through dedicated sub-brand storefronts. The platform lists more than 21,000 articles including footwear, apparel, equipment, and accessories from third-party brands such as adidas, Nike, ASICS, and HOKA, and is supported by sport-specific advisory tools (racket finder, shoe advice, stringing advice, racket testing), a mobile app, gift cards, and a partnership programme.

The storefront is built on a Magento-based e-commerce platform and operates exclusively online at passasports.nl, with no physical retail and no marketplace presence. The company holds Thuiswinkel Waarborg certification from the Dutch consumer protection organisation Thuiswinkel.org and reports a customer satisfaction rating of 9.0 out of 10 based on over 51,507 verified Kiyoh reviews. Free standard shipping applies to orders exceeding €79, customers can choose their own delivery day, and easy returns are offered for incorrect size or colour.

Sportshop operates a transactional, one-time-purchase revenue model with unit pricing and no disclosed subscription component. There is no parent company, no private equity or institutional investor backing, and no disclosed funding history. Leadership comprises CEO Robert Jan Peters and founder Mark van Gijzel. The business is single-country (Netherlands) and single-channel (owned e-commerce), making it a pure-play domestic specialist online sports retailer.

Name

Sportshop

Legal name

PassaSports

Website

https://sportshop.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Sportshop (PassaSports) is a Dutch DTC e-commerce retailer offering 21,000+ sports articles across nine disciplines including football, tennis, hockey, and padel. It serves amateur athletes and sports clubs in the Netherlands via specialist sub-brand storefronts and advisory tools.

Ownership category

akta.pro rank

Product category

Online Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

akta.pro secondary industries

Athletic Footwear & Sport Apparel Retail (CRAMABAC), Team Sports Equipment & Uniforms Retail (CRAMABAE), Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)

Keywords

• Online sporting goods
• Sports equipment retail
• Athletic footwear
• Sports apparel
• Team sports gear

Headquarters

HQ city

Waalwijk

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Product Sales: PassaSports generates revenue through direct-to-consumer online sales of sports equipment, footwear, apparel, and accessories across 9 sports disciplines. The company sells third-party branded products (adidas, Nike, ASICS, HOKA, etc.) and does not appear to manufacture its own products. Revenue is primarily one-time transaction-based with no subscription component disclosed.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Sportshop (operating under PassaSports and sport-specific sub-brands such as PassaVoetbal, PassaRunning, PassaHockey, PassaTennis, PassaPadel, PassaVolleybal, PassaHandbal, PassaKorfbal, PassaBasketbal, and PassaTeamsports) is a Netherlands-based online sporting goods retailer offering more than 21,000 third-party branded products in athletic footwear, apparel, and equipment across nine sport disciplines. The assortment covers manufacturers such as adidas, Nike, ASICS, HOKA, Babolat, and Yonex, supported by advisory tools (shoe fitting guidance, racket finder, racket testing), a mobile app, and a gift card offering.

Product overview

PassaSports is a Dutch multi-sport e-commerce retailer operating 9 specialized sub-brands (PassaVoetbal, PassaHockey, PassaTennis, PassaRunning, PassaPadel, PassaVolleybal, PassaHandbal, PassaKorfbal, PassaBasketbal) plus PassaTeamsports. The platform offers over 21,000+ sports articles including footwear, apparel, equipment, and accessories across these sports disciplines. The portfolio includes the PassaSports mobile app, gift cards valid across all sports, and advisory services such as shoe advice, racket finder tools, and racket testing. The company positions itself as a sports specialist with slogan 'Beat Your Best' and has been awarded a 9.0 customer rating based on over 51,000 reviews.

Differentiator

Problem solved

Functional benefit

Products and services

• PassaSports Mobile App Mobile app that lets individual sports consumers browse, select, and purchase the PassaSports product range across all nine sport disciplines on smartphones and tablets.
• PassaSports Cadeaukaart (Gift Card) Store-branded gift card that recipients can redeem for any product in the PassaSports online assortment, aimed at individual consumers seeking sporting goods gifts.
• Schoenadvies (Shoe Fitting Advice) Guided online advisory service that helps individual consumers select the correct athletic footwear based on sport, fit, and usage profile.
• Racketfinder / Keuzehulp Interactive online selection tool that recommends tennis, padel, or other rackets to consumers based on skill level, style, and preferences.
• Test Rackets Service Service enabling consumers to physically try out rackets at the Waalwijk location before committing to a purchase, supporting racket-sport buyers across tennis, padel, badminton, and squash.

Quantifiable outcome

• 9.0 out of 10 customer satisfaction rating based on 51,507 reviews

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Thuiswinkel.orgcoreOthersPassaSports holds a Thuiswinkel Waarborg certification from Thuiswinkel.org, a Dutch consumer protection organisation. This certification signals to customers that the e-commerce platform meets recognised standards for legal compliance, consumer rights, and trustworthy online trading in the Netherlands.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HockeyDirect: Dutch hockey-specialist e-commerce retailer selling sticks, shoes, apparel, and accessories. Direct comparator to Sportshop's PassaHockey sub-brand, competing for the same club and individual hockey consumer.
• Hardloopschoenen.nl: Dutch online running-shoe and running-accessory specialist. Directly comparable to Sportshop's PassaRunning vertical, competing for the same running consumer with focused selection and advice-led merchandising.
• Runnea: Spanish-founded running specialty retailer with Dutch availability, focused on running shoes, apparel, and content-led advice. Comparable to PassaRunning in product mix and guidance-driven merchandising.
• Voetbalshop.nl: Dutch e-commerce specialist focused on football (soccer) footwear, apparel, and equipment. Highly comparable to Sportshop's PassaVoetbal sub-brand and competes for the same football consumer with deeper mono-sport assortment.

Others

• Bol.com: Largest Dutch online marketplace, listing sporting goods alongside general merchandise from third-party sellers and direct brands. Comparable as a destination for online sporting goods purchases in the Netherlands, though it competes on breadth rather than specialist curation.

Broad incumbents

• Decathlon: Global sporting goods retailer with a major Dutch presence, offering own-brand and third-party equipment, footwear, and apparel across many of the same sport disciplines Sportshop serves. Comparable as a multi-sport retailer but with far larger scale, own-brand portfolio, and physical stores.
• Intersport: Established international sporting goods retailer active in the Netherlands, selling footwear, apparel, and equipment across multiple sports. Comparable as a multi-sport specialist retailer, though historically anchored to physical store formats.
• Sport 2000: Dutch and European sporting goods retail chain offering multi-sport footwear, apparel, and equipment. Comparable to Sportshop's broad multi-sport assortment, though more store-based and less differentiated by deep single-sport curation.
• Amazon Netherlands: Generalist e-commerce platform with a growing sporting goods assortment and aggressive logistics in the Netherlands. Competes with Sportshop on convenience, delivery speed, and pricing across shared footwear and apparel SKUs.

Regional players

• Pro:Direct Sport: European football- and running-specialist retailer operating a Dutch storefront, competing on premium football boots, running shoes, and equipment. Comparable to several of Sportshop's verticals in product mix though more concentrated on premium footwear.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Sportshop