Generation Pep
Generation Pep is a Swedish non-profit founded in 2016 by the Crown Princess Couple, offering free digital tools, school certification, municipal programs, and an AI chatbot to promote physical activity and healthy eating among children and youth in Sweden.
- Company typePrivate
- Founded2016
- HeadquartersBerga Ö, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Generation Pep does
Generation Pep is a Swedish non-profit organization founded in 2016 through an initiative of the Crown Princess Couple (Kronprinsessparets stiftelse) with support from Swedish enterprises, foundations, and organizations, with H.K.H. Prince Daniel serving as founder. The organization's mission is to promote physical activity, healthy eating, and balanced screen time among children and youth in Sweden. It operates exclusively in the Swedish market from its Stockholm headquarters at Gamla Brogatan 27 and serves stakeholders across municipalities, preschools, schools, child health services, dental care, leisure associations, and parents.
The core portfolio is a suite of free digital tools, structured programs, and community resources addressing each stakeholder segment: Pep Förskola for preschools, Pep Skola (with free certification) for schools, Pep Kommun as a multi-year municipal development program, SagaSagors hälsosamtal (developed with Cancerfonden and Bonnier Carlsen) for child health services and dental care, Pep Kiosk for healthier snack operations, Pep Dag activity concepts, and the Pephjälte-botten chatbot built on OpenAI's ChatGPT for family guidance. Scientific credibility is maintained through evaluation partnerships with Uppsala University, Karolinska Institutet, and Linköping University. The primary distribution channel for SagaSagor books is Sweden's child health centers (BVC), through which over 500,000 children's books have been distributed. The annual Pep-dagen in Hagaparken serves as a flagship engagement event co-organized with the Royal Court, Solna Stad, and AIK Friidrott.
The business model is donation-driven: Generation Pep accepts contributions via Bankgiro and Swish and is funded by founding partners including Axfood, Carl Bennet, DNB Carnegie Private Banking, Stiftelsen Marcus Amalia Wallenberg, and Frimurare Barnhuset, alongside the Crown Princess Couple's Foundation. All digital tools, materials, and certification programs are free; nominal pricing applies only to physical toolkits (SEK 264-351) and books via retail partners Svalans bokhandel and Adlibris. Headcount is 11-50, with Carolina Klüft serving as Verksamhetschef (CEO). The organization has no private equity, venture, or public ownership structure, and revenue is not publicly disclosed.
Generation Pep firmographics
Firmographics- Name
- Generation Pep
- Legal name
- Generation Pep
- Website
- https://generationpep.se
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Generation Pep is a Swedish non-profit founded in 2016 by the Crown Princess Couple, offering free digital tools, school certification, municipal programs, and an AI chatbot to promote physical activity and healthy eating among children and youth in Sweden.
- Ownership category
- akta.pro rank
Generation Pep industry classification
Industry- Product category
- Public Health Promotion Services
- NAICS
- Civic and Social Organizations (8134), Civic and Social Organizations (813410), Social Advocacy Organizations (8133)
- SIC
- Services-Social Services (8300), Services-Educational Services (8200)
- akta.pro primary industry
- Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)
- akta.pro secondary industries
- Health Promotion, Prevention & Community Health Programs (BPAIAJAC), Youth Mentoring & Positive Youth Development Nonprofits (BPAGADAD)
Keywords
Where Generation Pep is headquartered
LocationHeadquarters
- HQ city
- Berga Ö
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Generation Pep business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Donations and gifts: Generation Pep operates as a nonprofit organization funded through donations. They accept contributions via bankgiro (581-1393) and Swish (123 188 33 96). Donations support the organization's mission to promote health among children and youth in Sweden.
- Partnership funding: Supported by Kronprinsessparets stiftelse (The Crown Princess Couple's Foundation) and founding partners including Swedish companies, foundations, and organizations. The organization was established in 2016 through initiative from the Crown Princess Couple together with Swedish enterprises.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free tools and materials - All digital tools including Pep Förskola, SagaSagors hälsosamtal, and downloadable materials are completely free of charge |
| Unit Pricing | Pay-as-you-go | Physical toolkits and books - Purchasable materials for implementation |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Generation Pep product offering
Product offeringCore offering
Generation Pep is a Swedish non-profit organization that develops and distributes free digital tools, programs, and educational resources to promote physical activity, healthy eating habits, and reduced screen time among children and youth in Sweden. The organization works through preschools, schools, municipalities, child healthcare providers, dental services, leisure associations, and families to deliver structured health-promotion programs and materials at a national scale.
Product overview
Generation Pep is a non-profit organization (initiated by the Swedish Crown Princess Couple) offering a suite of digital tools, programs, and resources focused on children's physical health and wellbeing. The portfolio includes Pep Förskola and Pep Skola as digital tools for preschools and schools, Sagasagors värld as a comprehensive health concept with books and conversation materials for early childhood settings, Pep Kommun as a municipal development program, Pephjälte-botten as an AI chatbot on ChatGPT, and Pep Dag/Pep Kiosk as supporting tools. Most offerings are free, with certification available for schools that meet certain criteria.
Differentiator
Problem solved
Functional benefit
Products and services
- Pep Förskola A structured preschool program providing digital tools, training, and inspiration to promote physical activity, healthy eating, and reduced screen time among children aged 1-5 years in Swedish preschools (förskolor).
- Sagasagors värld A digital reading and storytelling universe featuring Pep's character Sagasaga, designed to engage children in health-promoting narratives about physical activity, food, and wellbeing.
- Pep Skola A school-based health program offering teachers, students, and school staff free digital resources, lesson materials, and structured activities to integrate physical activity, healthy eating, and screen-time awareness into grades F-9 curricula.
- Pep Kommun A municipal program providing Swedish municipalities with tools, materials, and support to drive community-wide child and youth health initiatives spanning physical activity, food, and screen-time habits.
- Pephjälte-botten An AI-powered chatbot built into the Generation Pep website that provides parents and caregivers with quick, conversational answers to everyday questions about children's physical activity, food, and screen-time habits.
- Pep-dagen i Hagaparken Generation Pep's annual flagship outdoor event held in Hagaparken, Stockholm, gathering children, families, and partner organizations for a day of physical activity, games, and health-focused programming.
- Pep Dag A reusable Pep Day concept and toolkit that municipalities, leisure associations, schools, and other organizations can adopt to host their own local health-promotion event days for children and families.
- Pep Kiosk A physical retail kit (Pep-kit) available for purchase at partner retailers such as Svalans bokhandel and Adlibris, providing families with hands-on health-promoting materials and activities for use at home.
- Tips till vårdnadshavare A dedicated tips and advice resource for parents and guardians (vårdnadshavare) offering practical, evidence-based guidance on physical activity, food, and screen-time habits for children and youth.
Quantifiable outcome
- Over 500,000 children received SagaSagor books
- +3 more outcomes
Companies that use Generation Pep
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles6 records
Generation Pep technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature5 records
Generation Pep partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, flagship and minor.
- Kronprinsessparets stiftelse (The Crown Princess Couple's Foundation)coreCore founding partner and parent organization of Generation Pep. The Crown Princess Couple's Foundation established and funds the organization. H.K.H. Prins Daniel serves as founder and advocate.
- Cancerfonden (Swedish Cancer Society)coreCo-developer of SagaSagors hälsosamtal concept. Partnership combines health promotion expertise with cancer prevention focus.
- Bonnier CarlsencorePublisher of SagaSagor book series ('Fiffiga kroppen och finurliga knoppen' and 'Starka tänder och taskiga troll'). Developed in collaboration with Generation Pep, Cancerfonden, and researchers.
- Kungl. Hovstaterna (Royal Court)flagshipCo-organizer of Pep-dagen in Hagaparken. Royal involvement provides prestige and attracts national attention.
- Solna Stad (Solna Municipality)coreCo-organizer of Pep-dagen in Hagaparken. Municipal partnership demonstrates local government commitment to child health.
- AIK FriidrottcoreCo-organizer of Pep-dagen. Sports club partnership brings athletics expertise and community engagement to the event.
- Uppsala Universitet and Karolinska InstitutetcoreAcademic partners that conducted scientific evaluation of SagaSagors hälsosamtal in collaboration with child health services and dental care.
- Linköpings universitetcoreResearchers at Linköping University evaluate the Pep kommun municipal development program to ensure long-term learning and effectiveness.
- Svalans bokhandelminorRetail partner for distribution of SagaSagor books and toolkits to customers.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Generation Pep competitors and assessment
Company assessmentEmerging players
- KaBOOM!: US nonprofit focused on ensuring all kids have access to balanced and active play. Overlaps on the physical activity and play-based health outcomes but narrower (built environment focus).
Direct peers
- Action for Healthy Kids: US nonprofit mobilizing school-based resources to advance equitable health education, physical activity, and nutrition for children. Strong overlap in school-centric health promotion model similar to Pep Skola.
- Swedish Childhood Obesity Foundation (Riksorganisationen för friskare barn): Swedish nonprofit addressing childhood obesity through family and community interventions. Direct Swedish peer in child health promotion space.
- Alliance for a Healthier Generation: US-based nonprofit that works with schools, communities, and healthcare providers to promote healthy eating and physical activity among children and youth. Highly comparable mission and stakeholder model, though operating in the US rather than Sweden.
- Let's Move!: Michelle Obama's US campaign to combat childhood obesity through physical activity and healthy eating. Highly comparable mission and high-profile founding figure, though US-focused.
Broad incumbents
- Friluftsfrämjandet: Swedish nonprofit promoting outdoor life and physical activity, with strong programs for children and families. Similar Swedish nonprofit structure and mission overlap in getting kids moving.
- WHO Health Promoting Schools Framework: WHO initiative embedding health promotion in school settings globally. Highly relevant as a framework comparator and potential partner for Generation Pep's school health programs.
- Riksidrottsförbundet (Swedish Sports Confederation): National umbrella organization for Swedish sports that promotes physical activity across all ages. Broader in scope than Generation Pep but overlaps on child/youth physical activity promotion through sports clubs and associations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Generation Pep financial estimates
Financial estimateRevenue estimate
Valuation estimate
Generation Pep leadership team
Management profileNumber of profiles
Profiles2 records
Generation Pep funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Generation Pep M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Generation Pep
What does Generation Pep do?
Generation Pep is a Swedish non-profit organization that develops and distributes free digital tools, programs, and educational resources to promote physical activity, healthy eating habits, and reduced screen time among children and youth in Sweden. The organization works through preschools, schools, municipalities, child healthcare providers, dental services, leisure associations, and families to deliver structured health-promotion programs and materials at a national scale.
Is Generation Pep a public or private company?
Generation Pep is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Generation Pep founded?
Generation Pep was founded in 2016. It employs 11 to 50 people.
Where is Generation Pep based?
Generation Pep is headquartered in Berga Ö, Sweden, in the Europe region.
How does Generation Pep make money?
Two revenue lines are on record. Donations and gifts are the primary driver. The others are partnership funding.
Who are Generation Pep's main competitors?
KaBOOM! is listed as an emerging player. Direct peers are Action for Healthy Kids, Swedish Childhood Obesity Foundation (Riksorganisationen för friskare barn), Alliance for a Healthier Generation and Let's Move!. Broad incumbents are Friluftsfrämjandet, WHO Health Promoting Schools Framework and Riksidrottsförbundet (Swedish Sports Confederation).
Does Generation Pep have an API?
No public API is recorded for Generation Pep.
What industry is Generation Pep in?
Generation Pep's product category is Public Health Promotion Services. Its primary akta.pro industry code is BPAGADAJ, Arts, Sports & Recreation-Based Youth Development Nonprofits, with a secondary code of BPAIAJAC, Health Promotion, Prevention & Community Health Programs. Its NAICS code is 8134 and its SIC code is 8300.