Dansk Firmaidræt

What Dansk Firmaidræt does

Dansk Firmaidræt is a Danish non-profit sports federation founded in the late 1940s and headquartered in Nyborg, Denmark. Its mission is to promote physical activity in Danish workplaces across the full working life — what it terms 'fra praktik til pension' (from internship to pension). The organization serves workplaces and youth educational institutions through workplace memberships, school memberships, events and national campaigns, educational training ('temadage'), webinars, and a network of 77 local company sports associations and branch federations. In 2025 it reported 325,926 members and moved 525,824 people through its associations, events, and campaigns, including 113,000+ participants in Arbejdspladsernes Motionsuge (Workplace Motion Week).

The core product stack combines a federated association network with digital platforms: Det Digitale Klubhus (a digital clubhouse for workplace facilitators/'anførere'), Hjemmebanen (a platform for association volunteers), and campaign tools such as Tæl Skridt (step counting) and Arbejdspladsernes Motionsuge. The organization also operates a dedicated esports initiative (Kollega-Ligaen) and digital exercise break services. No proprietary AI/ML technology is disclosed; the digital layer appears to be engagement and event-management tooling rather than an intelligent platform. Underlying technology is described as standard digital infrastructure with no disclosed model, API, or SDK surface.

The business model is multi-stream nonprofit funding: recurring workplace membership subscriptions (the largest stream), transactional event participation fees (Mud Races, Tæl Skridt, Motionsuge), one-time fees for courses and 6-hour 'temadag' training, and school/youth institution memberships. Additional funding comes from public grants (e.g., 1.3M DKK from Sundhedsstyrelsen 2025-2027 for the Intelligent Motion project), foundation partnerships (TrygFonden), and co-funded research with Syddansk Universitet and Det Nationale Forskningscenter for Arbejdsmiljø. Pricing is not publicly disclosed and appears to be quote-based. Distribution is primarily direct to enterprises plus the 77-association local delivery network; marketing relies on the firmaidraet.dk website, email/newsletter, webinars, national campaigns, and LinkedIn.

Name

Dansk Firmaidræt

Legal name

Dansk Firmaidræt

Website

https://firmaidraet.dk

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

Dansk Firmaidræt is a Danish non-profit sports federation that promotes workplace physical activity through memberships, events, training, and 77 local company sports associations, serving Danish employers and youth educational institutions across the full working life.

Ownership category

akta.pro rank

Product category

Workplace Wellness Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113), Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Amateur Sport Governing Bodies & Federations (National/Regional) (MPAKACAD)

akta.pro secondary industries

Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Sports Community Relations & Grassroots Program Management (MPAKAKAJ)

Keywords

• Workplace wellness programs
• Corporate fitness services
• Employee health programs
• Company sports federation
• Workplace physical activity

Headquarters

HQ city

Nyborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Workplace Membership Fees: Companies and organizations pay membership fees to join Dansk Firmaidræt, gaining access to their digital platform, events, educational resources, and local association network.
2. Course and Workshop Fees: Revenue from educational programs including theme days, workshops, and courses for workplace wellness coordinators and leaders.
3. Event Participation Fees: Fees from events such as Mud Races, Tæl Skridt (Step Counting), and Arbejdspladsernes Motionsuge.
4. School Memberships: Fees for youth educational institutions to participate in company sports activities and programs.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Dansk Firmaidræt is a Danish non-profit sports federation that promotes workplace physical activity by selling workplace memberships, delivering advisory and training services, running national campaigns (e.g., Tæl Skridt, Arbejdspladsernes Motionsuge), and operating a network of 77 local company sports associations and digital platforms that help employers and schools organize exercise activities for their employees and students.

Product overview

Dansk Firmaidræt is a non-profit sports federation that operates as a unified platform with multiple complementary services and programs. The core offering centers on the Digital Clubhouse (Det digitale klubhus) for team leaders, supported by campaigns like Tæl Skridt and Arbejdspladsernes Motionsuge, training programs (Temadage), digital services (Webinarer, Digital motionspause), and local association networks (Lokalforeninger). The organization provides advisory consulting (Motion på arbejdspladsen), workplace memberships, and dedicated platforms for associations (Hjemmebanen) and esports activities. Together, these products form an integrated ecosystem promoting physical activity in Danish workplaces from vocational training to retirement.

Differentiator

Problem solved

Functional benefit

Products and services

• Workplace Membership (Medlemskab for arbejdspladser) Annual membership package for Danish workplaces of all sizes providing access to motivating physical activity programs during and outside work hours, with a direct connection to local company sports associations and the digital clubhouse.
• Exercise at the Workplace (Motion på arbejdspladsen) Advisory and consulting service that helps Danish workplaces design and implement exercise programs to increase job satisfaction, prevent musculoskeletal wear-and-tear, and strengthen community and collaboration among colleagues.
• Theme Days Training (Temadage) Paid 6-hour training sessions that teach workplace wellness coordinators and team leaders how to design an active and movement-friendly workplace, with the goal of increasing their own and their colleagues' job satisfaction.
• Webinars & Lectures (Webinarer & Foredrag) Online webinars and in-person inspirational lectures delivered to workplaces and educational institutions to educate leaders and employees on workplace exercise and well-being.
• Digital Exercise Break (Digital motionspause) Live, remote guided exercise sessions that colleagues can participate in together as workplace exercise breaks, designed for distributed or hybrid teams.
• Workplace Exercise Week (Arbejdspladsernes Motionsuge)

Quantifiable outcome

• 525,824 people moved through company sports in 2025
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• TrygFondencoreStrategic or Co-development PartnerThree-year collaboration on 'Sammen om kolleger i bevægelse' (Together Colleagues in Motion) project to get more colleagues exercising during work hours and create healthier workplaces. Motion strengthens both well-being, community, and job satisfaction.
• Syddansk UniversitetcoreStrategic or Co-development PartnerPartner in the 'Intelligent Motion' project for the SOSU sector (social and health care). SDU developed the training concept used in the project for prevention of musculoskeletal pain.
• FOAcoreStrategic or Co-development PartnerPartner union in the Intelligent Motion project targeting social and health sector employees.
• Det Nationale Forskningscenter for ArbejdsmiljøcoreStrategic or Co-development PartnerResearch partner in the Intelligent Motion project focusing on workplace environment and injury prevention.
• BFA VelfærdminorStrategic or Co-development PartnerPartnership forum for welfare sector involved in the Intelligent Motion project.
• DIF (Danmarks Idrætsforbund)coreStrategic or Co-development PartnerPartner in Danmarks Motionsuge (Denmark's Motion Week) and other national initiatives.
• DGIcoreStrategic or Co-development PartnerPartner in Danmarks Motionsuge and other national movement initiatives.
• Dansk SkoleidrætcoreStrategic or Co-development PartnerPartner in Danmarks Motionsuge focused on school sports and physical activity.
• ISCAminorStrategic or Co-development PartnerInternational Sport and Culture Association partner in Danmarks Motionsuge.
• DRcoreGTM or Marketing PartnerDanish Broadcasting Corporation partner in Danmarks Motionsuge, providing media coverage and promotion.
• Dansk ErhvervminorStrategic or Co-development PartnerPartner in Danmarks Sunde Arbejdspladser (Denmark's Healthy Workplaces) initiative.
• Dansk SundhedssikringminorStrategic or Co-development PartnerPartner in Danmarks Sunde Arbejdspladser initiative focusing on workplace health insurance.
• PrimaCareminorStrategic or Co-development PartnerPartner in Danmarks Sunde Arbejdspladser initiative.
• TrygFondens Center for Aktiv SundhedcoreStrategic or Co-development PartnerCenter for Active Health partnered in initiatives promoting physical activity for vulnerable target groups.
• Kræftens BekæmpelseminorStrategic or Co-development PartnerDanish Cancer Society partner in initiatives promoting physical activity for health.
• HjerteforeningenminorStrategic or Co-development PartnerDanish Heart Foundation partner in physical activity promotion initiatives.
• Ældre SagenminorStrategic or Co-development PartnerDanish Seniors Association partner in physical activity initiatives for older adults.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hansefit: Leading European corporate fitness network offering employers a single subscription giving employees access to thousands of sports and wellness facilities, directly competing for Danish workplace wellness budgets.
• Confédération Sportive Internationale (CSIT): International worker and amateur sports confederation with a parallel mission of promoting sport among employees, positioning Dansk Firmaidræt as a potential national affiliate within its network.
• EGYM Wellpass: Corporate wellness network in the DACH region offering employer-sponsored access to gyms and training facilities, comparable in offering workplace physical activity subscriptions to companies and employees.
• Urban Sports Club: Pan-European corporate fitness platform providing companies with flexible employee sport and wellness subscriptions, competing head-to-head with association-based workplace sports offerings.
• European Federation of Company Sport (EFCS): Continental umbrella federation for company sports across Europe, directly comparable as a coordinating body for national company sport federations like Dansk Firmaidræt.
• Deutscher Betriebssportverband (DBSV): German national federation for company sports, the closest direct analogue to Dansk Firmaidræt, organizing workplace physical activity through local associations and member companies in a similar federated model.

Others

• DGI: Danish umbrella sports organization that partners with Dansk Firmaidræt on national initiatives like Danmarks Motionsuge, with an adjacent grassroots sport promotion mission in Denmark.

Regional players

• SATS Group: Nordic fitness chain operating in Norway, Sweden, Denmark and Finland, comparable as a regional physical activity provider serving corporate clients in overlapping geographies.
• Betriebssportverband Berlin-Brandenburg: Regional German company sports association in Berlin-Brandenburg, directly comparable as a local association structure similar to Dansk Firmaidræt's 77 local foreninger.

Broad incumbents

• Wellhub (formerly Gympass): Global corporate wellbeing platform aggregating gyms, fitness apps, and wellness services for employer-sponsored employees, a much larger incumbent that competes for the same corporate wellness wallet share.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dansk-firmaidraet
• Xx.com/Firmaidraetten
• Facebookfacebook.com/firmaidraet

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Dansk Firmaidræt