Stora Holm

What Stora Holm does

Stora Holm Trafikövningsplats (legal entity Stora Holm AB) is a regulated traffic training facility located at Holmvägen 55, Gothenburg, Sweden, founded in 1974 and wholly owned by the non-profit association NTF Väst. The company operates the largest traffic training facility in Western Sweden and the only real slippery track (halkbana) in Gothenburg, occupying the former Volvo test track site used for vehicle development from the late 1950s to the early 1970s. Its core offering is the two-part mandatory Swedish risk education (Risk 1 theoretical and Risk 2 practical skid training) for car and motorcycle driver's license candidates, delivered alongside corporate training, event hosting, and venue rental. The company serves approximately 10,000 customers annually with a staff of roughly 10 people.

The company's differentiation rests on a proprietary polyurethan-coated track surface that is watered to produce genuine ice-like friction, as opposed to car-mounted devices or plastic rings used at other facilities. The supporting safety hall includes a crash sled (krocksläde), rollover car (veltbil), a real crash-damaged vehicle, and educational films, all designed to deliver visceral, experiential learning. Products are delivered through multiple modalities: a self-serve online booking platform (boka.storaholm.se) for individual students, referral partnerships with over 30 regional traffic schools, and direct enterprise sales to corporate and government clients.

Stora Holm's revenue model combines one-time transactional course fees for consumer licensing (Risk 1 car at 600 SEK, Risk 2 car from 2,400 SEK, combined full-day from 3,000 SEK; motorcycle full-day from 4,350 SEK, all VAT-inclusive) with professional-services pricing for corporate and event work. Distribution is hybrid: direct-to-consumer for the individual licensing segment, channel-partner (traffic school) referrals for mid-funnel demand, and enterprise field sales led by a dedicated sales contact for corporate and government accounts. Named enterprise and government customers include Saab, the Police Academy at University of Borås, the Swedish Defense Forces (Försvarsmakten), Sahlgrenska Hospital's Bloodmobile unit, Västra Götalandsregionen, and Yrkesakademin. The company is operationally active, GDPR-compliant, and reports training records directly to Transportstyrelsen as a certified provider.

Name

Stora Holm

Legal name

Stora Holm AB

Website

https://storaholm.se

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

Stora Holm operates Gothenburg's only real slippery-track driving facility, delivering Sweden's mandatory risk education (Risk 1 and Risk 2) for car and motorcycle license candidates, plus corporate and government driver training, serving roughly 10,000 customers annually under nonprofit owner NTF Väst.

Ownership category

akta.pro rank

Product category

Traffic Safety Training Services

NAICS

Automobile Driving Schools (611692)

SIC

Transportation Services (4700)

akta.pro primary industry

Motorsport Driver Training Schools & Racing Academies (MPAKAJAJ)

Keywords

• Driver risk education
• Traffic safety training
• Skid driving courses
• Corporate driver training
• Motorcycle risk education

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Risk Education for Driver's License (Car): Mandatory risk education courses for car driving license candidates. Includes Risk 1 (theory), Risk 2 (practical skid training), and combined full-day courses. Revenue from individual students booking via website or through traffic schools.
2. Risk Education for Motorcycle: Mandatory risk education courses for motorcycle license. Includes Risk 1 (theory), Risk 2 (practical), and combined full-day courses. Offered seasonally from March to October.
3. Corporate Traffic Safety Training: Customized training programs for companies and organizations whose employees drive for work. Includes skid driving, precision driving, driver behavior, eco driving, and event services. Revenue from businesses, government agencies, and organizations.
4. Event Venue Rental and Testing Facilities: Rental of driving tracks and facilities for events, product launches, vehicle testing, and customer meetings. Offers various track surfaces including gravel, asphalt, slippery conditions, and off-road terrain with water trenches and slopes.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Stora Holm Trafikövningsplats is a traffic training facility in Gothenburg that delivers mandatory risk education (Risk 1 theory and Risk 2 practical skid training) for car and motorcycle driver's license candidates, combined full-day courses, and English-language sessions. It also provides customized corporate driver training (skid training, precision driving, driver behavior, eco driving) and event venue rental on Sweden's only real slippery track in Gothenburg. The facility combines polyurethan-coated real ice-like track surfaces with a Safety Hall (crash sled, rollover car) for experiential risk learning.

Product overview

Stora Holm Trafikövningsplats operates as a traffic training facility offering a comprehensive portfolio of risk education courses required for Swedish driver's licenses, combined with corporate training services. The core product lineup includes Riskutbildning Bil (car risk education) with Risk 1 (theoretical), Risk 2 (practical skid training), and combined full-day options; Riskutbildning MC (motorcycle risk education) with similar modular structure; and Risk Education in English for international participants. The enterprise segment includes Företagsutbildning (corporate training) offerings such as Halkkörning för företag (corporate skid training), Förarbeteende (driver behavior), Precisionskörning (precision driving), and Eco Driving. The company also provides Event hosting services for corporate events and vehicle testing. The facility, operating since 1974, is the largest training facility in western Sweden and the only real skid track in Gothenburg.

Differentiator

Problem solved

Functional benefit

Products and services

• Riskutbildning del 1 Bil (Risk 1 Car - Theory) Theoretical risk education course for car driver's license candidates, covering how speed, alcohol, drugs, exhaustion, and personal behavior affect driving capacity. Mandatory component of Swedish driver's license.
• Riskutbildning del 2 Bil (Risk 2 Car - Skid Training) Practical skid training course for car drivers on Stora Holm's real slippery track, including hard braking exercises and vehicle behavior on different road conditions. Mandatory component of Swedish driver's license.
• Riskutbildning Heldag Bil (Risk 1 & 2 Combined Full Day) Full-day combined course where participants complete both theoretical Risk 1 and practical Risk 2 training in a single day. Best value option for car driver's license candidates.
• Riskutbildning del 1 MC (Risk 1 Motorcycle - Theory) Theoretical risk education course for motorcycle riders, covering risks specific to motorcyclists including how, when, and why riders encounter dangerous situations. Offered seasonally March to October.
• Riskutbildning del 2 MC (Risk 2 Motorcycle - Practical)
• Riskutbildning del 1 & 2 MC Heldag (Full Day Motorcycle)
• Halkkörning för företag (Corporate Skid Training) Corporate training program for employees who drive for work, focusing on braking on slippery surfaces, crash speed demonstrations, and driving techniques in icy conditions. Customized to company-specific vehicles.
• Förarbeteende för företag (Driver Behavior Training) Corporate training addressing attitudes and emotions in traffic, stress effects while driving, fatigue, and distractions to raise driver awareness among employees who drive for work.
• Precisionskörning för företag (Precision Driving) Corporate training focused on vehicle maneuvering skills including backing with various difficulty levels, parallel parking, and driving through narrow passages to minimize vehicle damage.
• Eco Driving för företag Eco driving training teaching economical and sustainable driving techniques, covering vehicle environmental impact, new technologies like electric and hybrid vehicles, and challenges in different traffic conditions.
• Event på Stora Holm (Corporate Event Hosting) Corporate event hosting services including skid driving, gravel tracks, asphalt tracks, off-road with water trenches and steep slopes, conference facilities, and catering for team building activities and product launches.
• Risk Education in English Risk education courses (Risk 1 and Risk 2) offered in English for international students and expats obtaining Swedish driver's licenses.

Quantifiable outcome

• Hundreds of thousands of drivers trained since 1974
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• NTF Väst (National Society for Road Safety - West)coreStrategic or Co-development Partner · 17 October 1974NTF Väst is the parent organization - the non-profit association that owns Stora Holm Trafikövningsplats. NTF works for safe and sustainable traffic. Stora Holm operates as a wholly-owned subsidiary of NTF Väst and is part of their mission to contribute to Sweden's Zero Vision (Nollvisionen) for traffic safety.
• SAFER (Vehicle and Traffic Safety Center at Chalmers)minorStrategic or Co-development PartnerSAFER is a competence center for vehicle and traffic safety connected to Chalmers University of Technology. Magnus Granström, chair of Stora Holm's board, serves as director of SAFER. Provides connection to research projects and national/international networks in traffic safety.
• Sveriges Trafikutbildares Riksförbund (STR)minorOthersSwedish Traffic Educators National Association. Stora Holm is a member, contributing to industry standards and professional development for traffic educators in Sweden.
• Föreningen Sveriges TrafikövningsplatserminorOthersAssociation of Swedish Traffic Training Facilities. Stora Holm is a member, collaborating with other traffic training facilities across Sweden.
• Partner Traffic Schools (Trafikskolor)coreChannel Partner/ Reseller/ DistributorOver 30 traffic schools in Gothenburg region partner with Stora Holm to provide their students with mandatory risk education. Partner schools include 7H Trafikskola, Alingsås Trafikskola, Hedins Trafikskola, Asplunds Trafikskola, and many others listed on the Stora Holm website.
• Police Academy Högskolan i BoråscoreStrategic or Co-development PartnerSince 2019, the Police Academy at University of Borås sends all police students to Stora Holm for risk education. Includes specialized training for police driving, emergency response, rollover car practice, and vehicle safety. Training aligned with requirements after fatal police accident involving rollover.
• Start2Ride / McRF / SMCminorStrategic or Co-development PartnerStart2Ride is a motorcycle try-out event organized by Moped- och Motorcykelbranschens Riksförbund (McRF) with cooperation from Sveriges MotorCyklister (SMC). Stora Holm serves as venue host for Start2Ride events in Gothenburg area, providing facilities for hundreds of motorcycle enthusiasts to test ride bikes.
• MobilitetscenterminorOthersMobilitetscenter organized 'Möjligheternas Dag' (Day of Opportunities) event at Stora Holm, focusing on adapted vehicles and mobility solutions for people with special needs.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Porsche Experience Center: Porsche's branded driver experience centers (including track facilities) offering experiential driver training and corporate events. Comparable venue-rental and event-hosting business model layered on a track facility.
• Mercedes-Benz Driving Academy: Mercedes-Benz's premium driver training program including safety and high-performance courses at dedicated facilities. Compares to Stora Holm's corporate training segment through experiential, OEM-branded safety/driver training.
• BMW Group Driving Experience: BMW's experiential driver training program offering safety, precision, and skid training at dedicated tracks across Europe. Overlaps with Stora Holm's experiential safety and corporate training offering, but at much larger scale and as part of a broader OEM brand experience portfolio.
• Volkswagen Driving Experience: Volkswagen's experiential driver training program covering safety, efficiency, and dynamic driving skills. Comparable experiential learning approach using OEM-backed tracks; broader portfolio and geographic reach than Stora Holm.

Regional players

• Hedins Trafikskola: Gothenburg-area driving school that partners with Stora Holm for the mandatory Risk 2 component. Offers full driver education services to the same regional consumer base and is comparable as a regional driver education operator.
• 7H Trafikskola: Gothenburg-region driving school listed as a Stora Holm referral partner. Comparable as a regional driver education competitor operating in the same geography and customer base.

Direct peers

• Bondurant High Performance Driving School: U.S.-based driver training school using dedicated tracks for skid, evasive, and performance courses. Direct comparable in offering experiential driving safety/handling training on controlled surfaces; pure-play in driver training like Stora Holm.
• Skip Barber Racing School: Independent driver training school offering hands-on driving courses at racetracks. Compares through experiential, curriculum-led driver education delivered on dedicated track facilities.

Others

• Sveriges Trafikutbildares Riksförbund (STR): Swedish national association for traffic educators, of which Stora Holm is a member. Directly connected industry body setting standards in Swedish driver education; relevant ecosystem participant but not a commercial competitor.
• Brands Hatch / MotorSport Vision: UK racetrack operator offering driving experiences, corporate events, and venue rental on motorsport surfaces. Compares to Stora Holm through facility-based experiential driver events and venue rental services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCwQlfeXJiN1_1fUlJ3ynYYQ
• Facebookfacebook.com/storaholmtrafikovningsplats
• LinkedInlinkedin.com/company/storaholmtrafik%C3%B6vningsplats
• Instagraminstagram.com/storaholmtrafikovningsplats

Compliance1 record

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 Stora Holm