Frautschi Sports

What Frautschi Sports does

Frautschi Sports AG is a privately held Swiss Aktiengesellschaft operating a single physical sports and fashion retail store at Grubenstrasse 132, 3778 Schönried-Gstaad, Switzerland. The company sells and rents seasonal sports equipment — summer (e-bikes, hiking poles, bicycle helmets, tennis rackets) and winter (skis, snowboards, cross-country skis, snowshoes, sleds, ski clothing) — alongside fashion apparel for men, women, and children, carrying approximately 30 curated brand lines including Mammut, Rossignol, Atomic, Fischer, J.Lindeberg, Sportalm, Lowa, On Shoes, and Peak Performance. It positions itself as "DAS Sportgeschäft" in the Schönried-Gstaad resort region and serves both local residents and international tourists with five-language service.

The business operates four revenue streams: retail hardware sales, usage-based equipment rental, professional services (bootfitting, ski service, cross-country ski service), and gift vouchers. The rental channel is delivered through partnerships with two regional online platforms — Swissrent (e-bikes, helmets, tennis rackets, hiking poles) and Alpinresorts.com (winter sports equipment and ski clothing) — which allow customers to reserve online and pick up in-store, supporting an omnichannel "MIETEN.HIER.JETZT" (rent here now) positioning. Pricing is not publicly disclosed.

No proprietary technology, no AI/ML capabilities, no funding rounds, no acquisitions, and no headcount figures were disclosed. The company is independently owned with no identified parent, institutional investor, or venture backing. Operating geographies are limited to the Bern region of Switzerland, and the company holds memberships in the ok-go regional business network and PSG industry association.

Name

Frautschi Sports

Legal name

Frautschi Sports AG

Website

https://frautschi.ch

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

11–50 employees

Short description

Frautschi Sports AG operates a single sports and fashion retail store in Schönried-Gstaad, Switzerland, selling and renting seasonal equipment (ski, snowboard, e-bikes, hiking gear), apparel, and offering bootfitting and ski services to local residents and international resort tourists.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911)

akta.pro primary industry

Winter Sports (Ski/Snowboard) Retail (CRAMABAJ)

akta.pro secondary industries

Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA), Snowshoeing Retail (CRAMAJAH), Sledding & Snow Play Retail (Sleds, Tubes, Snow Toys) (CRAMAJAI), Winter Accessories & On-Mountain Essentials Retail (Hand/Foot Warmers, Packs, Hydration, Sunglasses) (CRAMAJAJ)

Keywords

• Sports retail store
• Ski equipment sales
• Outdoor apparel retail
• Bootfitting services
• Sports equipment rental

Headquarters

HQ city

Schonried

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Retail Sales: Sale of sports equipment (ski, snowboard, cross-country skis, e-bikes), apparel (fashion for men, women, children), helmets, hiking poles, and accessories. One-time transaction model at point of sale.
2. Equipment Rental: Rental of sports equipment including e-bikes, ski equipment, snowboards, cross-country skis, snowshoes, sleds, helmets, tennis rackets, and hiking poles through Swissrent and Alpinresorts.com platform partnerships. Equipment reservable online for next-day pickup.
3. Professional Services: Bootfitting services, ski service, and cross-country ski service. Additional service offerings include ski clothing rental.
4. Gift Vouchers: Sale of gift vouchers (Gutscheine) as additional revenue stream.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Frautschi Sports AG is a Swiss sport and fashion specialty retailer (Sport- und Modefachgeschäft) based in Schönried near Gstaad, selling summer sports equipment (e-bikes, hiking gear), winter sports equipment (alpine ski, snowboard, cross-country), and seasonal fashion. The company also provides complementary in-store services such as bootfitting and ski/cross-country ski servicing, and offers equipment rental through its own channels and via partner platforms Swissrent and Alpinresorts.com.

Product overview

Frautschi Sports AG operates as a sports and fashion retail store in Schönried-Gstaad, Switzerland, offering a unified multi-category product and service portfolio. The core offering combines equipment rental services (Mieten) for both summer sports (E-Bikes, hiking equipment, tennis) and winter sports (ski, snowboard, cross-country, snowshoes) through partner platforms Swissrent and Alpinresorts.com, alongside retail products spanning summer sports equipment, winter sports equipment, and fashion for women, men, and children. Additional services include bootfitting, ski service, and gift vouchers. The company carries approximately 30 branded product lines including Mammut, Rossignol, Atomic, Fischer, Tecnica, Lowa, Giro, On Shoes, Peak Performance, and various fashion brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Summer Sports Equipment Retail Retail sale of summer sports equipment including e-bikes and hiking gear for outdoor enthusiasts and tourists in the Gstaad region.
• Winter Sports Equipment Retail Retail sale of winter sports equipment covering alpine skiing, snowboarding, and cross-country skiing for resort visitors and local residents.
• Fashion Retail Retail sale of seasonal fashion and apparel complementing the sporting goods assortment.
• Equipment Rental (Mieten) Seasonal rental of sports equipment (summer and winter), bookable in-store, via the company's own website, or through partner platforms Swissrent and Alpinresorts.com.
• Bootfitting and Ski Service In-store technical services comprising bootfitting, ski servicing, and cross-country ski servicing for customers who have purchased or are using equipment at the shop.
• Gift Vouchers (Gutscheine) Retail gift vouchers redeemable in the shop, offered as a purchase option for gifts to friends and family.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• SwissrentcoreChannel Partner/ Reseller/ DistributorEquipment rental platform partner providing omnichannel rental capabilities for e-bikes, helmets, tennis rackets, and hiking poles. Equipment reservable online with in-store pickup. Integral to the company's 'MIETEN.HIER.JETZT' (rent here now) positioning.
• Alpinresorts.comcoreChannel Partner/ Reseller/ DistributorSki rental platform partner enabling online reservation of ski equipment, cross-country skis, snowboards, snowshoes, sleds, and ski clothing. Reservations accepted online with equipment available for pickup at the store.
• ok-gominorOthersMember of ok-go business network, likely a regional business association or quality certification program for businesses in the Gstaad region.
• PSGminorOthersMember of PSG (likely Professional Sports Group or similar industry association), providing industry network and standards association.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Decathlon: Global sporting goods mass-market retailer with Swiss operations; comparable as a multi-category sporting goods retailer covering winter sports, hiking, and cycling, though at a fundamentally different price and scale positioning.
• SportXX: Major Swiss sporting goods chain (part of Migros) with broad multi-category offering; comparable as a large-scale Swiss sporting goods retailer, though operating at significantly larger scale and broader portfolio.

Emerging players

• Swissrent: Online ski and e-bike rental aggregator that distributes bookings to partner shops including Frautschi; comparable as a digital channel for outdoor equipment rental that competes for the same tourist rental demand.
• Alpinresorts: Online ski rental platform aggregating alpine resort rental shops; comparable as a digital intermediary capturing tourist equipment rental intent that could otherwise be fulfilled by the physical store.

Direct peers

• Bayard Sport: Family-run sporting goods retailer in Swiss alpine locations offering ski, outdoor, and fashion assortments; comparable as a regional premium sport and fashion retailer targeting resort visitors.
• Intersport Switzerland: Cooperative sporting goods retail network with strong presence in Swiss ski resorts; comparable through its multi-brand ski, snowboard, and outdoor equipment retail plus rental services targeting resort tourists.
• Stöckli: Premium Swiss ski and sports retailer with stores in alpine destinations; comparable for its focus on premium ski hardware, customer service quality, and presence in Swiss resort markets.
• Ochsner Sport: Switzerland's largest sporting goods retail chain operating multiple stores across alpine and urban locations, directly comparable as a multi-category sporting goods retailer serving Swiss consumers with similar ski, outdoor, and apparel offerings.

Regional players

• Imboden Sport: Family-run premium sporting goods retailer in Zermatt, Switzerland; comparable as a single-location resort-town sport and fashion store serving international ski tourists.
• Snowboard Sport Mürren: Independent alpine ski and snowboard retailer serving Swiss resort tourists; comparable as a small-format resort-town sports store competing for the same tourist rental and retail demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/frautschisports
• LinkedInlinkedin.com/company/frautschi-sports
• Instagraminstagram.com/frautschisports

Revenue estimate

Valuation estimate

Number of profiles

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 Frautschi Sports