Generation Pep

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.

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

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

• Child health promotion
• Physical activity education
• School health programs
• Preschool wellness initiatives
• Nonprofit health services

Headquarters

HQ city

Berga Ö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers7 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Kronprinsessparets stiftelse (The Crown Princess Couple's Foundation)coreStrategic or Co-development Partner · 1 January 2016Core 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)coreStrategic or Co-development PartnerCo-developer of SagaSagors hälsosamtal concept. Partnership combines health promotion expertise with cancer prevention focus.
• Bonnier CarlsencoreStrategic or Co-development PartnerPublisher 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)flagshipStrategic or Co-development PartnerCo-organizer of Pep-dagen in Hagaparken. Royal involvement provides prestige and attracts national attention.
• Solna Stad (Solna Municipality)coreStrategic or Co-development PartnerCo-organizer of Pep-dagen in Hagaparken. Municipal partnership demonstrates local government commitment to child health.
• AIK FriidrottcoreStrategic or Co-development PartnerCo-organizer of Pep-dagen. Sports club partnership brings athletics expertise and community engagement to the event.
• Uppsala Universitet and Karolinska InstitutetcoreStrategic or Co-development PartnerAcademic partners that conducted scientific evaluation of SagaSagors hälsosamtal in collaboration with child health services and dental care.
• Linköpings universitetcoreStrategic or Co-development PartnerResearchers at Linköping University evaluate the Pep kommun municipal development program to ensure long-term learning and effectiveness.
• Svalans bokhandelminorChannel Partner/ Reseller/ DistributorRetail partner for distribution of SagaSagor books and toolkits to customers.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging 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

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 Generation Pep