Go’on Gruppen

What Go’on Gruppen does

Go'on Gruppen A/S is a privately held Danish fuel company founded in 2009 and headquartered in Skanderborg. It operates a nationwide network of nearly 200 unmanned, automated 24/7 self-service fuel stations concentrated in rural Denmark, where major oil brands have reduced their presence. The product portfolio spans lead-free 92 and 95 gasoline, transport diesel (EN590), tax-reduced agricultural and contractor off-road diesel, AdBlue (ISO 22241), and Thermo heating oil for residential and commercial customers, distributed both through stations and through home/business delivery by Go'on's own tank trucks and local delivery partners.

The company monetizes through retail fuel margins on station throughput, bulk delivery margins on heating oil and diesel, and a fuel-card financial product suite. The Go'on Erhvervskort provides B2B customers with up to 30 days interest-free credit, electronic invoicing, and Leverandørservice payment integration across 181+ stations; the Go'on Privat Mastercard, issued by Resurs Bank, extends up to 60 days interest-free credit plus 1% Cashback med Visa to private customers. Channel partnerships with UnoX and Lavpris stations expand effective acceptance for card holders. Underlying technology includes a price API for real-time integration, online customer login for list prices, and standard card acceptance (Dankort, Visa, Mastercard, Maestro, V-Pay). The business is supported by a lean HQ of 11-50 staff plus a field network of drivers, independent station owners, and event consultants who run local community marketing in small-town Denmark.

Name

Go’on Gruppen

Legal name

Go'on Gruppen A/S

Website

https://goon.nu

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Go'on Gruppen is a privately held Danish fuel company founded in 2009 that operates nearly 200 unmanned 24/7 fuel stations across rural Denmark, sells heating oil and diesel via home delivery, and issues B2B and consumer fuel cards (the latter via Resurs Bank Mastercard).

Ownership category

akta.pro rank

Product category

Fuel retailing and distribution

NAICS

Petroleum Bulk Stations and Terminals (424710), Fuel Dealers (45721), Gasoline Stations (4571)

SIC

Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB)

akta.pro secondary industries

Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD), Truck Stops & Travel Centers (Heavy-Duty Retail) (EUALAIAF)

Keywords

• Fuel retail network
• Automated gas stations
• Heating oil delivery
• Commercial fuel cards
• Agricultural diesel supply

Headquarters

HQ city

Skanderborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel sales at stations: Revenue from retail sale of gasoline (Blyfri 92, Blyfri 95) and diesel (Transportdiesel) at automated self-service stations across Denmark. Customers pay at the pump via card, contactless, or fuel card. 24/7 operations across ~200 stations.
2. Go'on Erhvervskort (Business fuel card): Business fuel card generating revenue through transaction fees and credit terms. Card offers up to 30 days credit, no setup fee, interest-free account, electronic monthly invoice, and payment via supplier service. Access to 181+ stations nationwide.
3. Go'on Privat Mastercard (Private fuel card): International Mastercard linked to fuel purchases. Generates revenue from card transactions, interest on revolving credit (up to 60 days interest-free), and annual fees. Card usable worldwide at ATMs, stores, and online.
4. Heating oil home delivery: Home delivery of Thermo Fyringsolie to private homes and businesses. Minimum order 700L. Delivered via Go'on's own tank trucks or local partners within 1-3 business days. Private customers order via goonfyringsolie.dk; business customers via sales.
5. Landbrugsdiesel (Agricultural diesel) delivery: Delivery of tax-reduced colored diesel for off-road agricultural machinery. Minimum 700L, up to 5,900L. Revenue from volume-based diesel sales with flexible delivery contracts for farms and agricultural businesses.
6. Entreprenørdiesel (Off-road diesel) delivery: Delivery of diesel for non-road mobile machinery in construction, industry, and logistics. Used by excavators, lifts, generators, and similar equipment. Revenue from bulk diesel delivery to construction sites and depots.
7. Transportdiesel commercial delivery: Delivery of fully taxed road diesel to commercial transport companies. Covers trucks, buses, and commercial vehicles. Revenue from bulk diesel supply contracts with fleet operators.
8. AdBlue sales and delivery: Sale of AdBlue (urea solution for SCR emissions reduction) at select stations and via bulk delivery (drums, IBC tanks). Revenue from product sales of ISO 22241-compliant AdBlue.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Go'on Gruppen sells gasoline (Blyfri 92, Blyfri 95), road diesel (Transportdiesel), tax-reduced agricultural and contractor diesel for off-road machinery, AdBlue, and heating oil (Thermo Fyringsolie) through a nationwide network of nearly 200 unmanned 24/7 automated fuel stations in Denmark and through home/business bulk delivery. Customers access fuel via private and business fuel cards (Privat Mastercard and Erhvervskort) or direct payment at the pump, with separate pricing tiers for standard, truck, and Lavpris stations.

Product overview

Go'on Gruppen is a Danish fuel company operating a nationwide network of approximately 200 automated fuel stations under the Go'on brand, serving both private and business customers. The product portfolio centers on the Go'on fuel cards (Privat as a MasterCard credit card through Resurs Bank, and Erhverv for business customers with up to 30 days credit) and comprises multiple fuel products: Blyfri 92 and Blyfri 95 gasoline, Transportdiesel for road vehicles, Landbrugsdiesel and Entreprenørdiesel for off-road agricultural and contractor use, AdBlue for SCR emissions reduction, and Fyringsolie for heating. The company also operates Go'on Truck stations for commercial vehicles and provides access to UnoX and Lavpris partner networks. A loyalty program (Cashback with Visa) offers 1% rebates on fuel purchases.

Differentiator

Problem solved

Functional benefit

Brands

• Go'on Truck: Truck stations offering fast speed diesel and extra space for trucks and commercial vehicles.
• Lavpris

Products and services

• Go'on Privat Mastercard (Private fuel card) International Mastercard credit card for private Danish customers that provides fueling access at Go'on stations with up to 60 days interest-free credit, no annual fee, and no joining fee; usable worldwide at ATMs, stores, and online.
• Go'on Erhvervskort (Business fuel card) Business fuel card for commercial customers providing payment and credit at 181+ Go'on stations nationwide; features up to 30 days interest-free credit, no setup fee, electronic monthly invoicing, and payment via supplier service.
• Blyfri 92 (Unleaded 92 gasoline) Lead-free 92 octane gasoline for standard passenger vehicles, sold at Go'on automated self-service stations and through partner networks across Denmark.
• Blyfri 95 (Unleaded 95 gasoline) Lead-free 95 octane gasoline meeting EN228 standard, sold at all Go'on automated self-service stations across Denmark, with current pump pricing around 15.49 DKK/L at standard stations.
• Transportdiesel (Transport / road diesel) Fully taxed road diesel meeting the EN590 standard for trucks, buses, vans, and other registered road vehicles; sold at Go'on stations and via bulk delivery to commercial fleet operators.
• Landbrugsdiesel (Agricultural diesel) Tax-reduced colored diesel for off-road agricultural machinery such as tractors, harvesters, and slurry pumps, delivered in 700–5,900 liter volumes to farms across Denmark with winter-grade fuel available.
• Entreprenørdiesel (Contractor / off-road diesel) Tax-reduced diesel for non-road heavy equipment and machines used in industry, construction, agriculture, transport, and special operations including excavators, lifts, forklifts, and generators; delivered to building sites and depots with winter-grade options available.
• AdBlue (Diesel Exhaust Fluid) Diesel Exhaust Fluid (DEF) meeting the ISO 22241 standard for SCR technology in modern diesel vehicles, reducing NOx emissions; available at select Go'on stations for pump dispensing and in drums or IBC tanks for bulk delivery.
• Fyringsolie (Heating oil) Thermo heating oil (Standard and Premium variants) for private homes and businesses using oil-based heating systems, delivered via Go'on's own tank trucks or local delivery partners within 1–3 business days across Denmark, including bridge-connected islands; minimum order 700 liters.

Quantifiable outcome

• Nearly 200 automated fuel stations providing 24/7 access across Denmark
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature1 record

Partnerships

Six partnerships are on record, tiered minor and core.

• BonusKronerminorGTM or Marketing PartnerGo'on partners with BonusKroner loyalty program. Customers can earn bonus points on fuel purchases at Go'on stations through the BonusKroner program.
• FreetrailerminorGTM or Marketing PartnerGo'on partners with Freetrailer, allowing Go'on customers to access trailer rentals at favorable terms. Part of the Go'on customer benefits ecosystem.
• UnoX (formerly YX)coreChannel Partner/ Reseller/ DistributorGo'on Erhvervskort holders can also fuel at UnoX stations (formerly YX) across Denmark. This partnership expands the effective network for business fuel card holders beyond Go'on-branded stations.
• Lavpris (Budget stations)minorChannel Partner/ Reseller/ DistributorGo'on fuel card holders can also access Lavpris (low-price) stations, which offer some of the lowest diesel prices in the network (Diesel at 14.66 DKK/L). This partnership expands coverage and price options for card holders.
• Local delivery partnersminorChannel Partner/ Reseller/ DistributorGo'on uses a network of local delivery partners alongside its own tank trucks to deliver heating oil and diesel to homes and businesses across Denmark, including bridgeable islands.
• Cashback med VisaminorGTM or Marketing PartnerGo'on Privat Mastercard holders can register their card with Cashback med Visa program to earn 1% cashback on all fuel purchases at Go'on stations. Managed via app (App Store/Google Play) or cashbackmedvisa.dk.

Scale indicators3 records

Recent moves26 records

Expansion highlights6 records

Regional players

• St1: Nordic fuel company with stations in Denmark, Finland, Sweden, and Norway. Comparable as a Nordic regional fuel retailer focused on refined fuels and renewable energy transition, with similar multi-segment offerings.
• Preem (Sweden): Sweden's largest fuel company operating a nationwide station network. Comparable as a Nordic fuel retailer with B2B and B2C fuel offerings, though primarily operating in Sweden rather than Denmark.

Direct peers

• OK a.m.b.a. Danish member-owned fuel and convenience cooperative operating a large nationwide station network. Directly competes with Go'on in retail fuel across Denmark, with overlapping rural and suburban coverage and similar multi-product portfolio including AdBlue.
• Lavpris (Danish discount fuel): Danish discount fuel sub-brand in partnership with Go'on Erhvervskort. Closest direct competitor on price, with overlapping low-price positioning in the Danish retail fuel market.
• Uno-X (Denmark): Norwegian/Danish fuel retailer operating the UnoX (formerly YX) station network. Directly comparable as a Nordic discount fuel brand, and an actual channel partner to Go'on through Erhvervskort acceptance.
• Q8 Danmark: Danish subsidiary of Kuwait Petroleum's Q8 brand operating branded fuel stations across Denmark. Directly comparable as a major branded fuel retailer competing with Go'on in both consumer and commercial segments.

Broad incumbents

• Shell Denmark: Global oil major with branded retail network in Denmark, including commercial fleet offerings. Competes directly with Go'on in retail and commercial fuel, but with significantly broader product portfolio and brand reach.
• BP Denmark: Global oil major with branded fuel stations and commercial cards in Denmark. Comparable to Go'on in retail and B2B fuel card offerings, with larger scale and broader portfolio including EV charging.
• Circle K Denmark: Global convenience-and-fuel major (Alimentation Couche-Tard) with extensive Danish station network. Competes across all segments Go'on serves but operates at much larger scale with integrated convenience stores.

Emerging players

• OK Plus / Shell V-Power Diesel network: Sub-brand of OK a.m.b.a. and similar niche fuel offerings focused on premium grades and specific customer segments. Relevant as adjacent niche fuel offerings within the Danish retail fuel market that intersect with Go'on's discount positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xfacebook.com/goongruppen
• Facebookfacebook.com/profile.php

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Go’on Gruppen