True Nature Sweden

What True Nature Sweden does

True Nature Sweden, legally registered as Wild Earth AB, is a Stockholm-based outdoor adventure tour operator founded in 2016 by William Gilman, a Belgian-born wilderness traveler with five years of global backcountry experience. The company designs and sells small-group guided experiences in Swedish nature, capped at eight participants per guide, spanning kayaking in the Stockholm archipelago, wildlife safaris and wolf tracking in Sörmland Forest, day and multi-day hiking (including a 7-day Lapland expedition through Sarek and Padjelanta National Parks), Nordic ice skating, mountain biking, ski touring across Sweden and Norway, and survival/bushcraft courses. Operations are year-round, with activity mix shifting seasonally between water/summer pursuits and ice/winter pursuits. The company is run by a small team of 1–10 including founder/lead survival instructor William Gilman, sales and marketing lead Begum Kultur, and specialized nature guides (Daniel Glebinski, Sammy Segerström, Lucas Pflueger, Oscar Lindberg).

The business operates a direct-to-consumer model. Bookings are taken through the company's Squarespace-hosted website and the third-party Rezdy reservation platform (thegreentrails.rezdy.com), with full payment required at booking. Pricing is per-person per tour in Swedish Krona (SEK), with student and child tiers, optional equipment rental add-ons, and group-rate tiers for multi-day expeditions (e.g., ski touring priced 15,500–30,500 SEK per person depending on group size). A separate corporate channel sells custom team-building packages via a quote-based contact form. Marketing is content-led: an SEO-driven blog on Swedish nature and outdoor activities, organic social under the #daretheadventure hashtag, an email newsletter, and WhatsApp for direct customer support.

Monetization comes from three streams: per-person tour fees across roughly a dozen distinct products, optional equipment rentals (camping gear, backpacks, ski equipment), and custom corporate team-building packages. The company maintains a strategic partnership with Green Trails, which provides additional kayak base locations that allow sheltered waters regardless of wind direction and enable guaranteed departures with no minimum group size. The company is privately held, founder-led, and shows no evidence of external funding or institutional ownership.

Name

True Nature Sweden

Legal name

Wild Earth AB

Website

https://truenaturesweden.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

True Nature Sweden (Wild Earth AB) is a Stockholm-based, founder-led outdoor adventure tour operator offering small-group guided wilderness experiences — kayaking, wildlife tracking, hiking, ice skating, and survival courses — to tourists, families, and corporate groups across Sweden and into Norway.

Ownership category

akta.pro rank

Product category

Outdoor Adventure Tour Services

NAICS

Tour Operators (561520), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL)

akta.pro secondary industries

Hiking, Trekking & Backpacking Tour Operators (THAAADAA), Guided Backcountry & Off-Piste Services (Ski Touring, Splitboarding, Heli/Cat Skiing) (THAAAJAD), Adventure & Outdoor Local Operators (Trekking/Safari/Diving) (THAKAEAF), Safari & Game Drives (Land-Based) (THAAAEAC), Adventure & Expedition Travel Agencies (THAKAFAB)

Keywords

• Guided wilderness tours
• Outdoor adventure experiences
• Wildlife safari tours
• Corporate team building events
• Swedish nature excursions

Headquarters

HQ city

Johanneshov

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Guided Outdoor Tours: Small-group guided outdoor adventure experiences including wildlife safaris, kayaking, hiking, ice skating, mountain biking, ski touring, survival courses, and wolf tracking. Revenue generated through per-person tour fees.
2. Equipment Rental: Optional rental of camping gear (tent, sleeping bag, mat), backpacks, and ski equipment for multi-day tours.
3. Custom Corporate Team-Building: Tailored team-building programs for companies including accommodation options, food service, and multi-activity packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

True Nature Sweden is an outdoor adventure tour operator based in Stockholm that sells guided small-group wilderness experiences (max 8 participants per guide) led by French- and English-speaking expert local guides. Its bookable portfolio spans wildlife safaris, kayaking in the Stockholm archipelago (1-day to 3-day expeditions), hiking in Sörmland and Lapland national parks, Nordic ice skating on frozen lakes, mountain biking, ski touring between Sweden and Norway, survival and bushcraft courses, wolf tracking, custom corporate team-building events, and gift cards. Tours operate year-round with all equipment provided and transportation from Stockholm included for most offerings.

Product overview

True Nature Sweden is an outdoor adventure tour operator offering a portfolio of guided wilderness experiences centered around Stockholm and Swedish nature. The company operates a unified booking platform with multiple distinct tour products spanning land, water, and winter activities. Core offerings include Wildlife Safari, Kayaking Tours (1-3 days), Hiking Tours (day trips to 7-day Lapland expeditions), Ice Skating Tours (day, night, and multi-day), Survival and Bushcraft Courses, Mountain Biking, Ski Touring, Wolf Tracking, and Team Building/Custom Tours. The company also offers Gift Cards as a supplementary product. All tours are guided by expert instructors and marketed under the True Nature Sweden brand, with bookings handled through a third-party reservation system. The portfolio ranges from introductory half-day experiences to advanced multi-day wilderness expeditions, serving both individual travelers and corporate groups.

Differentiator

Problem solved

Functional benefit

Products and services

• Wildlife Safari Guided wildlife observation tour in Sörmland Forest offering opportunities to spot wolves, moose, deer, and other Nordic wildlife with expert guides. Designed for tourists and visitors to Stockholm seeking authentic wildlife encounters.
• Kayaking Tours Guided kayaking experiences through Stockholm's archipelago, ranging from 1-day to 3-day expeditions with wild camping options. Designed for tourists, families, and adventure enthusiasts seeking paddling trips on sheltered waters.
• Hiking Tours Guided hiking experiences including day hikes, 2-day wilderness hikes with camping, and 7-day Lapland expeditions through national parks. Designed for individuals, families, and adventure travelers seeking multi-day wilderness immersion.
• Ice Skating Tours Nordic ice skating experiences on frozen lakes including day trips, 2-day private adventures, and night skating tours under the stars with possible Northern Lights viewing. Operates seasonally from December 15 to March 15.
• Survival and Bushcraft Courses Wilderness survival training courses ranging from 2-day basics to 2-week immersive expeditions teaching fire-making, shelter building, foraging, and navigation. Designed for adventure enthusiasts and survivalists seeking authentic skills-based wilderness instruction.
• Mountain Biking Tours Guided mountain biking tours through Stockholm's forests and Nacka Nature Reserve, available for beginners and experienced riders with quality hardtail bikes provided. Designed for active tourists and Stockholm visitors.
• Ski Touring Ski touring adventures between Sweden and Norway, including expeditions and log cabin-based experiences in Scandinavian mountains. Multi-day offerings priced on a per-group basis (groups of 2-8) at 30,500 SEK down to 15,500 SEK per person.
• Wolf and Wildlife Tracking Expert-led wolf tracking adventure in Sörmland Forest with an 8-hour immersive experience including footprint tracking, howling, and wildlife spotting. Led by a specialist wolf-tracking guide.
• Nordic Night Ice Skating 3.5-hour night ice skating experience on Stockholm's frozen lakes with firelit torches, campfire meals, and possible Northern Lights viewing. Operates December 15 to March 15.
• Team Building and Custom Tours Corporate team-building activities and tailor-made private group tours including kayaking, hiking, survival courses, and combination adventures. Includes accommodation and food service options. Targeted at companies and group bookings via bespoke quote.
• Stockholm Evening Kayak with BBQ 3-hour evening kayaking tour around Stockholm's inner islands followed by a BBQ dinner on an island, combining urban paddling with a culinary experience. Suitable for casual visitors and small groups.
• Lapland Hiking Expeditions 7-day/6-night hiking expedition through Sarek and Padjelanta National Parks in Swedish Lapland with helicopter drop-off and wilderness camping. Priced at 19,250 SEK per person. Designed for experienced adventure travelers.
• Gift Cards Gift vouchers for any of True Nature Sweden's outdoor adventure experiences, available for purchase for any occasion. Functions as both a revenue product and a marketing/awareness tool.

Quantifiable outcome

• Small group experiences with maximum 8 participants per guide ensure safety and personalized attention
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Green TrailscoreStrategic or Co-development PartnerStrategic partnership for kayak and ice skating tours in Stockholm. Green Trails provides additional kayak base locations enabling sheltered waters regardless of wind direction. This cooperation ensures guaranteed departures with no minimum group size and maximizes safety by offering alternative locations when conditions change. Combined resources and local knowledge ensure best possible skating and paddling conditions for tours.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• GetYourGuide: Global OTA aggregating tours and activities including Stockholm and Lapland experiences. Comparable as a broad distribution channel and competitor for the same end-customer booking decision; not specialized in guided wilderness adventure tours.
• Exodus Travels: Global adventure tour operator with active Scandinavia itineraries including hiking, kayaking, and dog-sledding. Comparable as a broader adventure incumbent that competes for the same international adventure traveler, though at significantly larger scale and packaged-tour format.
• Nordic Visitor: Established Nordic DMC offering self-guided and guided package tours across Sweden, Norway, Iceland, and Finland. Comparable as a broader Scandinavia tour operator but at larger scale and with package-style rather than small-group adventure focus.
• STF (Swedish Tourist Association): Sweden's largest outdoor tourism organization operating mountain cabins, hostels, and guided activities across Swedish national parks. Comparable as a broad incumbent offering overlapping hiking, skiing, and wilderness experiences, though not specialized in Stockholm-based small-group guided tours.

Direct peers

• Wild Sweden: Swedish nature and wildlife tour operator offering safaris, moose safaris, and beaver watching near Stockholm. Directly comparable as a Sweden-based small-group wilderness experience provider targeting similar tourists and corporate clients.
• Secret Scandinavia: Tailor-made private tours across Scandinavia including Sweden wilderness and Lapland experiences. Directly comparable as a high-touch, small-group custom itinerary operator serving international tourists to Sweden.
• Wildventures Sweden: Sweden-based wildlife and nature guide outfit offering small-group safaris focused on Scandinavian fauna. Directly comparable small-team wildlife/wilderness guiding operation overlapping True Nature Sweden's core safari and tracking tours.

Others

• Rezdy: Tour operator booking and reservation platform powering True Nature Sweden's (Green Trails) online booking system. Comparable as a technology/infrastructure enabler for the adventure tour category, not a direct competitor.

Regional players

• Lapland Safaris: Finnish-owned Lapland tour operator offering snowmobiling, husky sledding, Northern Lights tours, and ski experiences. Comparable as a same-category Arctic adventure operator in the broader Lapland region but based in Finland rather than Sweden.
• Arctic Adventures (Iceland): Icelandic tour operator offering glacier hikes, ice cave tours, snowmobiling, and Northern Lights excursions. Comparable as a Nordic small-group adventure specialist with overlapping activity mix (glacier, ice, hiking), though operating in Iceland rather than Sweden.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/true-nature-sweden

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 True Nature Sweden