Sport & Gym Butiken

What Sport & Gym Butiken does

Sport & Gym Butiken is a privately held Swedish e-commerce retailer of fitness equipment, nutritional supplements, and athletic apparel, legally organized as Sport & Gym Butiken JTC AB. The company operates localized storefronts in four Nordic countries (Sweden, Denmark, Norway, Finland) with multi-currency and multi-language support, and complements its online presence with a physical retail showroom in Skövde, Sweden, where some products are sold exclusively in-store. Its catalog spans entry-level home-gym equipment through commercial-grade machines, aggreg

Name

Sport & Gym Butiken

Legal name

Sport & Gym Butiken JTC AB

Website

https://sportgymbutiken.se

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Sport & Gym Butiken JTC AB is a Swedish e-commerce retailer of fitness equipment, supplements, and athletic apparel, serving individual consumers and corporate/institutional buyers across Sweden, Denmark, Norway, and Finland, with a physical showroom in Skövde.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industries

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB), Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Fitness equipment retail
• Home gym equipment
• Strength training equipment
• Cardio machines
• Nutritional supplements retail

Headquarters

HQ city

Skövde

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online retail sales of fitness equipment, supplements, and athletic wear through their e-commerce platform. Products range from entry-level home gym equipment to professional-grade machines.
2. Physical Retail Store: In-store sales at their physical location in Skövde, Sweden. Some products are noted as 'Säljs endast i butiken, Skövde' (sold only in store).
3. Corporate/B2B Sales: Sales of fitness packages to businesses, municipalities, housing cooperatives, fire services, and hotels through dedicated corporate gym packages.
4. Affiliate Marketing: Partners with affiliate networks (Adtraction) paying 5-10% commission on referred sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sport & Gym Butiken is a Nordic retailer selling fitness equipment (cardio machines, strength training machines, free weights, barbells, racks, and functional training gear), nutritional supplements, and athletic apparel through its own e-commerce platform serving Sweden, Denmark, Norway, and Finland, complemented by a physical showroom store in Skövde, Sweden. The product catalog spans entry-level home equipment to professional commercial-grade machines, distributed via multi-brand partnerships (JTC Power, Hammer, Abilica, Tunturi, Thor Fitness, inSPORTline, Better Bodies, BioTech USA) plus private-label items. The company also supplies turnkey corporate gym packages to businesses, municipalities, housing cooperatives, fire services, and hotels.

Product overview

Sport & Gym Butiken is an e-commerce retailer offering a comprehensive fitness equipment portfolio organized as: (1) Strength training equipment including JTC Power dumbbells and bumper sets, Hammer/Finnlo multi-gyms and cardio machines; (2) Abilica cardio equipment (treadmills, rowers); (3) inSPORTline and Tunturi specialty equipment (massage guns, vibration plates); (4) Nutritional supplements from various brands plus own private label; (5) Training apparel for men and women; (6) Pre-configured bundle packages for home, corporate, and CrossFit use. The company operates primarily as an online retailer with a physical store in Skövde, Sweden, serving both consumer and B2B markets.

Differentiator

Problem solved

Functional benefit

Brands

• Sport & Gym Butiken: Primary brand name for the Swedish e-commerce fitness equipment retailer

Products and services

• JTC Power Adjustable Dumbbells

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• AdtractioncoreGTM or Marketing PartnerAffiliate marketing partnership through Adtraction network. The company pays 5-10% commission on all sales generated through affiliate referrals. Affiliates receive access to banners, text links, and promotional materials for marketing campaigns.
• PrisjaktminorGTM or Marketing PartnerPrice comparison platform partnership. Product pricing and availability data feeds provided to Prisjakt for consumer price comparison services.
• TrustpilotminorGTM or Marketing PartnerCustomer review platform partnership. The company maintains a Trustpilot review profile for customer feedback and reputation management.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sportamore: Swedish online sporting goods retailer offering apparel, shoes, and equipment across Nordic markets. Closest direct comparable to Sport & Gym Butiken's e-commerce-first, multi-country Nordic operating model with localized sites.
• Gymgrossisten (Online Health): Swedish-founded online retailer specializing in supplements, gym accessories, and selected fitness equipment across the Nordics. Directly comparable as a Nordic online fitness retailer with overlapping supplement and equipment offerings.
• Wiggle (chain-reaction-cycles/wiggle): UK-based online retailer specializing in cycling, running, and fitness equipment with multi-currency European operations. Comparable as a multi-brand online fitness equipment retailer with cross-border European logistics, though serving different core geographies.

Regional players

• Norwegian Sports Equipment (Sportsutstyr): Norwegian online retailer focused on home gym equipment, strength training, and cardio machines. Comparable Nordic regional fitness equipment e-commerce player serving a specific Nordic market that overlaps with Sport & Gym Butiken's Norwegian footprint.
• Bodylab.dk: Danish online retailer specializing in supplements, fitness accessories, and selected equipment. Comparable business model to Sport & Gym Butiken but primarily focused on the Danish market, serving a complementary Nordic geography.

Broad incumbents

• XXL ASA: Norwegian-listed sporting goods chain with extensive Nordic physical store footprint and broad fitness, outdoor, and sports assortment. Directly comparable as a multi-channel Nordic fitness retailer serving B2C and B2B customers, though materially larger scale.
• INTERSPORT Sweden: Established Swedish sporting goods retailer and franchise of the global INTERSPORT network. Comparable as a multi-brand fitness and sports retailer serving Nordic consumers, though with a stronger physical store footprint.
• Decathlon: Global sporting goods retailer with strong Nordic presence, private label brands spanning fitness equipment, apparel, and accessories. Comparable as a multi-category fitness equipment retailer, though at vastly larger scale and with proprietary product lines.
• Stadium (Stadium Sports Group): Major Swedish sporting goods chain with both physical stores and online operations across the Nordics. Comparable multi-channel retailer serving similar fitness and sports customers, though broader assortment beyond fitness equipment.

Others

• Adtraction (Affiliate Network): Nordic affiliate marketing network partner of Sport & Gym Butiken. Connection is indirect: enables the company's affiliate-driven customer acquisition rather than direct product competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCw8E3Q1H1G1G1G1
• Facebookfacebook.com/sportgymbutiken
• Instagraminstagram.com/sportgymbutiken

Revenue estimate

Valuation estimate

Number of profiles

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 Sport & Gym Butiken