What Stage does

Tappa, operating as Tappa AB, is a Swedish digital wellness platform founded in 2005 and headquartered in Varberg, Sweden, with wholly-owned sister companies in Norway, Denmark, and Germany. The platform delivers gamified step and activity challenges through the Tappa Pro mobile app (iOS and Android) and a web-based portal at tappa.se, supported by direct integrations with Apple Health, Google Health Connect, Fitbit, Polar, and Garmin for automatic activity synchronization. The product portfolio spans pre-designed virtual-journey challenges (Mission Europe, Jorden Runt, 6 storstäder), themed wellness concepts (Lyckokonceptet, Hjärnkoll, Medelhavslivsstilen, Teamwork Dreamwork), a customizable Bingo activity board, and fully tailored corporate campaigns. Since founding, Tappa states it has engaged over 800,000 participants across Scandinavia across the company's history, with over 500,000 in Sweden alone.

The business model is primarily per-participant transaction-based, with standard campaigns priced at 249-299 SEK per participant and custom enterprise campaigns starting at 34,500 SEK for 100 participants, augmented by a 2,999 SEK/month annual Bingo subscription. Distribution combines a self-serve product-led growth model on tappa.se with direct enterprise sales for organizations of 500+ employees, and a channel layer via integrations with Swedish wellness benefit platforms ePassi, Wellnet, and Actiway, which allow employees to pay using pre-tax friskvårdsbidrag allowances under Skatteverket rules. The customer base is broad and horizontal, spanning corporate workplaces (the primary segment), government and municipal public-health campaigns, SMBs, and individual consumers, with named enterprise clients including Stena Recycling, Luleå kommun, Riksbyggen, HydraSpecma, and Almi. The company is privately held, has no disclosed funding rounds, and operates with an 11-50 employee headcount, indicating a lean, cash-generative business that has scaled to four European countries over two decades.

Name

Stage

Legal name

Tappa AB

Website

https://tappa.se

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Tappa is a Swedish digital wellness platform offering gamified step and activity challenges via a mobile app and web portal, serving workplaces, municipalities, and individuals across Scandinavia and Germany.

Ownership category

akta.pro rank

Product category

Corporate Wellness Software

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Health, Wellness & Patient Communities (MPACAJAL)

Keywords

• Workplace wellness platform
• Activity challenge software
• Corporate fitness programs
• Step tracking application
• Employee engagement challenges

Headquarters

HQ city

Varberg

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Per-Participant Challenge Fees: Organizations pay a fixed fee per participant for access to campaign platforms, tracking tools, virtual maps, and support. Standard campaigns range from 249-259 SEK per participant. Custom campaigns start at 299 SEK per participant.
2. Annual Membership (Bingo Platform): Organizations pay monthly subscription (2,999 SEK/month) for access to the Bingo activity board platform with 100 included licenses. Requires 12-month commitment.
3. Custom Campaign Development: Enterprise clients pay for custom campaign design including tailored maps, marketing materials, specific bonus missions, and dedicated support. Priced at 34,500 SEK for 100 participants, with larger packages available.
4. Wellness Benefit Integration: Integration with employer wellness benefit systems (friskvårdsbidrag) allowing employees to pay for participation using pre-tax wellness allowances through platforms like Wellnet, ePassi, and Actiway.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Stage (operating as Tappa) runs a digital wellness platform that enables workplaces and public-sector organizations to deliver gamified step and activity challenges to participants. The platform combines a mobile app (Tappa Pro), an online dashboard at tappa.se, virtual map journeys, team-based competitions, and integrations with major wearables (Apple Health, Google Health Connect, Fitbit, Polar, Garmin) and Swedish wellness-benefit systems (Wellnet, ePassi, Actiway). Since 2005, more than 800,000 participants across Sweden, Norway, Denmark, and Germany have taken part in Tappa activity challenges.

Product overview

Tappa is a digital wellness platform offering step and activity challenges designed for workplaces and individuals. The core offering consists of the Tappa Pro mobile app (available on iPhone and Android) combined with a web-based platform. The product portfolio includes pre-designed challenge concepts (Mission Europe series, 6 storstäder, 100 dagar, Lyckokonceptet, various geographic challenges like Jorden runt, Sverige runt, Bestig Kilimanjaro, and themed challenges like Hjärnkoll and Medelhavslivsstilen), customizable team challenges, gamified Bingo boards, and fully tailored corporate solutions. Additional services include Friskvårdsbidrag (wellness subsidy) payment integration via ePassi, Wellnet, and Actiway. The platform supports Swedish, Norwegian, Danish, English, German, Spanish, and Finnish languages. Tappa was founded in Sweden in 2005 and has subsidiary companies in Norway, Denmark, and Germany.

Differentiator

Problem solved

Functional benefit

Brands

• Tappa Pro App: Mobile application for tracking steps and activities with automatic step transfer and challenge participation
• Tappa Bingo
• Lyckokonceptet
• Hjärnkoll
• Mission Europe

Products and services

• Tappa Pro Mobile App Mobile application for iPhone and Android that automatically tracks steps via the built-in pedometer and syncs with fitness wearables. Users register activities, view progress on virtual maps, participate in challenges, and earn badges.
• Online Activity Platform (tappa.se web) Web-based platform where participants register activities, track progress on virtual maps, view leaderboards, manage team participation, and access personal profiles and challenge management tools.
• Team Challenges Four-week team-based activity challenges with distance goals such as Stockholm-Berlin (1M steps), Stockholm-Istanbul (2.5M steps), Stockholm-Cape Town (10M steps), Stockholm-Sydney (20M steps), and Around the World (40M steps).
• Mission Europe Pan-European step challenge series where participants virtually walk between major European cities, with a 35-day challenge period and a 10,000-step daily average goal; includes Mission Europe #1, #2 (Amsterdam-Bonn), and #3 (Bonn-Lyon).
• 100 Days Challenge (1 Million Steps) 100-day challenge where participants aim to walk 1 million steps, with simple step and activity registration, virtual map tracking, and leaderboards. Priced at 259 SEK per participant with no contract commitment.
• Lyckokonceptet (Happiness Concept) 30-day challenge focused on mental-health benefits of physical activity, targeting dopamine, serotonin, oxytocin, and endorphins, with content on physical activity, social relations, diet, and sleep.
• Tappa Bingo Annual Membership Gamified challenge board filled with engaging missions solvable individually or in teams, with campaigns launchable as regular Tappa challenges or with rolling individual starts throughout the year. Annual membership at 2,999 SEK/month for 100 licenses with a 12-month commitment.
• Custom / Tailored Enterprise Challenges Fully customized activity challenges tailored to specific company needs, including custom maps, marketing materials, bonus missions, and activity goals. Priced at 299 SEK/participant for basic, 34,500 SEK for 100 participants for mid-tier with customized map and marketing, and enterprise pricing for 500+ participants.
• Hjarnkoll (Brain Challenge) 35-day challenge combining physical activity with mental training, including weekly articles on brain function and challenges for building good habits.
• Friskvardsbidrag Wellness Subsidy Integration Service that integrates with Swedish wellness-subsidy systems (ePassi, Wellnet, and Actiway) so employees can pay for Tappa activity challenges using employer-provided friskvårdsbidrag allowances.

Quantifiable outcome

• 50% of Swedes move too little; 35% feel lonely - Tappa addresses both through team-based activity challenges
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Apple HealthcoreTechnology or IntegrationDirect integration allowing automatic step synchronization from iPhones and Apple Watch devices. Participants can connect their Apple Health data for seamless activity tracking without manual entry.
• Google Health ConnectcoreTechnology or IntegrationIntegration with Google's health data platform enabling automatic step transfer from Android devices and compatible fitness wearables.
• FitbitcoreTechnology or IntegrationDirect API integration with Fitbit devices for automatic step synchronization into Tappa challenge platforms.
• PolarcoreTechnology or IntegrationDirect integration with Polar fitness trackers enabling seamless activity data transfer to challenge progress.
• GarmincoreTechnology or IntegrationDirect integration with Garmin devices and ecosystem for automatic step and activity tracking within challenges.
• WellnetcoreChannel Partner/ Reseller/ DistributorSwedish wellness benefit platform integration allowing employees to pay for Tappa campaigns using pre-tax friskvårdsbidrag allowances through their employer's Wellnet account.
• ePassicoreChannel Partner/ Reseller/ DistributorNordic wellness payment platform integration. Employees can search for Tappa in ePassi app, make payment, and receive ID number for campaign registration.
• ActiwayminorChannel Partner/ Reseller/ DistributorCorporate wellness benefit platform allowing organizations to pay for employee participation through Actiway's platform.
• Kristina Bähr (Hjärnpodden)minorStrategic or Co-development PartnerCollaboration with Swedish doctor, coach, and podcast host to develop the 'Hjärnkoll' (Brain Check) campaign combining physical activity with mental wellness tips, articles, and brain-training challenges.
• Mater Hospital / Heart ChildrenminorStrategic or Co-development PartnerPartnership with Adult Congenital Heart Unit at Mater Hospital and Heart Children organization to create 'Get Up and Go!' campaign for adults with congenital heart disease, adapted with 7,000 step daily goal.
• Shell AberdeenminorStrategic or Co-development PartnerCustom LEJOG Extreme challenge developed with Shell Aberdeen, combining virtual journey from Land's End to John O'Groats with Three Peaks mountain climbing challenge.
• Region SkåneminorStrategic or Co-development PartnerCustomized activity challenge designed for one of Sweden's largest regions, focused on mental wellbeing and everyday energy levels with tailored visuals and bonus missions.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• YuMuuv: Estonian-founded workplace wellness platform offering step and activity challenges for corporate clients across Europe. Closest direct competitor given overlapping Nordic/European footprint, similar step-challenge product, and B2B GTM.
• Wellable: US-based corporate wellness platform offering activity challenges, wearable integrations, and wellness programs. Directly comparable in offering step-based team challenges, wearable sync, and customizable campaigns to employers.
• MoveSpring: Activity challenge platform (acquired by Limeade) focused on workplace step and fitness challenges with wearable integrations and leaderboards. Directly competes in the same activity-challenge category for corporate buyers.
• Wellsteps: US workplace wellness program provider offering step challenges, health screenings, and incentive programs to employers. Comparable in serving corporate wellness buyers with activity-based engagement programs.

Broad incumbents

• TELUS Health (LifeWorks): Global wellbeing and employee assistance platform acquired by TELUS. Overlaps in workplace wellness engagement and offers step challenges as part of a much broader mental, physical, and financial wellness portfolio.
• Virgin Pulse: Global corporate wellness incumbent offering a broad portfolio including activity tracking, health risk assessments, and benefits navigation. Significantly larger and more diversified but overlaps on workplace activity challenges.
• Wellhub (Gympass): Global corporate wellness benefits platform connecting employees to gyms, wellness apps, and activity services. Comparable on the corporate wellness benefit distribution side (similar to Tappa's friskvårdsbidrag integration).
• Limeade: Larger employee experience platform combining wellbeing, engagement, and inclusion. Overlaps in workplace wellness challenges but offers a much broader HR-tech portfolio including MoveSpring.

Regional players

• Wellnet: Swedish wellness benefit platform integrated with Tappa. Comparable as a Nordic wellness payment ecosystem that competes for employer wellness budgets, though not a direct activity challenge competitor.
• ePassi: Nordic wellness benefit payment platform that is both a Tappa channel partner and a regional peer in the wellness allowance distribution space. Comparable as a distribution layer for corporate wellness spending.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/tappa.se
• LinkedInlinkedin.com/company/tappa-se
• Instagraminstagram.com/tappa.se
• Xx.com/tappa_se

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Stage