bActive

What bActive does

bActive is a Swedish direct-to-consumer e-commerce retailer operated by Think Active AB, headquartered in Borås, Sweden. The company sells a horizontal assortment of fitness equipment, outdoor recreation, fishing, camping, body care, binoculars, bikes, winter sports, musical instruments, and games through a single online storefront at bactive.se, drawing on 35 years of distance commerce experience. Its product portfolio is built primarily on third-party brands (Adidas, Reebok, Monark Exercise, Fladen Fishing, Master Fitness, Titan Fitness, Beurer, Bex) supplemented by a directly imported house brand, Home Active, which covers entry-level home training accessories.

The business is structured as a pure-play DTC retailer with no physical retail locations, which the company cites as the basis for its competitive pricing. Operations run on the Jetshop e-commerce platform, with all prices quoted in SEK inclusive of VAT and a flat 50 SEK shipping fee per order; orders placed before 15:00 are dispatched the same day when items are in stock. The customer base is Swedish consumers seeking products for home fitness, outdoor recreation, fishing, and active leisure, addressed through a horizontal segmentation approach.

Revenue mechanics are one-time unit-priced online sales to individual consumers; there is no subscription, enterprise contract, marketplace, or app-based channel. Marketing is conducted through email newsletters, an organic Facebook presence, and SEO-driven traffic to the product catalog. The company is privately held, bootstrapped, and operates exclusively within Sweden with no disclosed funding, parent company, or international footprint.

Name

bActive

Legal name

Think Active AB

Website

https://bactive.se

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

bActive is a Swedish direct-to-consumer e-commerce retailer operated by Think Active AB, selling fitness, outdoor, fishing, camping, and leisure products to Swedish consumers via bactive.se, powered by the Jetshop platform and stocked primarily with third-party brands plus a house label, Home Active.

Ownership category

akta.pro rank

Product category

Sporting Goods E-commerce

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Variety Stores (5331)

akta.pro primary industry

Camping, Hiking & Backpacking Gear Retail (CRAMAMAA)

akta.pro secondary industry

Tents, Shelters & Sleep Systems Retail (CRAMAMAH)

Keywords

• Online fitness equipment
• Outdoor recreation gear
• Fishing equipment retail
• Camping gear e-commerce
• Swedish sporting goods

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: bActive generates revenue through direct-to-consumer online sales of fitness equipment, outdoor gear, fishing equipment, and leisure products. The company sells third-party branded products including exercise equipment, camping gear, fishing tackle, sports clothing, and outdoor accessories. All prices are listed in SEK with VAT included.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

bActive operates as a Swedish online retailer selling fitness, outdoor, fishing, camping, cycling, winter sports, body care, binocular, games, summer play, and musical instrument products to consumers through its e-commerce store at bactive.se. The retailer carries third-party brands such as Adidas, Reebok, Monark, and Fladen Fishing alongside its own 'Home Active' brand. Customers benefit from flat-rate 50 SEK shipping and same-day dispatch on orders placed before 15:00, with a customer club and order tracking system supporting repeat purchases.

Product overview

bActive is a Swedish e-commerce retailer (operated by Think Active AB based in Borås) offering a broad portfolio of fitness, outdoor recreation, fishing, and leisure products primarily through its website. The product portfolio centers on multiple core categories: Home Training (Träna Hemma) including equipment from Monark Exercise, Master Fitness, Titan Fitness, Reebok, and Home Active brands covering treadmills, crosstrainers, rowing machines, benches, and weights; Fishing equipment featuring the Fladen Fishing brand with complete lake, sea, and ice fishing gear; Camping equipment including tents, sleeping bags, and accessories; Leisure/Outdoor products encompassing outdoor clothing, flashlights, hiking poles, and disc golf; plus Body Care, Games, Binoculars, Bikes, Winter Sports, and Musical Instruments. The company operates exclusively online, offering products from well-known suppliers at competitive prices with same-day shipping for orders placed before 3:00 PM. The e-commerce platform is powered by Jetshop.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Training (Träna Hemma) Online category page offering home training and fitness equipment such as exercise bikes, treadmills, weights, and accessories for Swedish consumers exercising at home.
• Body Care (Kroppsvård) Online category page offering body care and personal care products for everyday use by Swedish consumers.
• Leisure (Fritid) Online category page offering leisure and outdoor lifestyle products aimed at Swedish consumers pursuing hobbies and recreation.
• Binoculars (Kikare) Online category page offering binoculars and optical equipment for nature observation, sports, and outdoor use by Swedish consumers.
• Games (Spel) Online category page offering games and play products for Swedish consumers and households.
• Fishing (Fiske) Online category page offering fishing equipment and tackle including rods, reels, lures, lines, and accessories (carrying brands such as Fladen Fishing) for Swedish anglers.
• Camping Online category page offering camping equipment and outdoor overnight gear such as tents, sleeping equipment, and camp accessories for Swedish outdoor enthusiasts.
• Bikes (Cyklar) Online category page offering bicycles and cycling equipment for Swedish consumers.
• Summer Play (Sommar Lek) Online category page offering summer play and outdoor play products for Swedish households and families during the summer season.
• Musical Instruments (Musikinstrument) Online category page offering musical instruments for Swedish hobbyists and learners.
• Winter Sports (Vintersport) Online category page offering winter sports equipment such as skis, snowboards, skates, and related gear for Swedish consumers.
• Gift Items (Presentartiklar) Online category page offering gift items suitable for Swedish consumers shopping for presents across the active-lifestyle assortment.
• Sales and Campaigns (Rea & Kampanjer) Online promotional section aggregating discounted items across the bActive assortment, used by Swedish consumers to shop sale-priced fitness, outdoor, and recreation products.
• Home Active (own brand) Home Active is bActive's own private-label brand offering fitness, outdoor, and active-lifestyle products sold alongside third-party brands through bactive.se.

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered major, core and minor.

• AdidasmajorChannel Partner/ Reseller/ DistributorbActive is an authorized reseller of Adidas fitness and training products including exercise equipment, protective gear, and training accessories.
• ReebokmajorChannel Partner/ Reseller/ DistributorbActive sells Reebok fitness products including exercise bikes, weight benches, protective mats, and vinyl dumbbells.
• Monark ExercisemajorChannel Partner/ Reseller/ DistributorbActive offers Monark home exercise equipment including Monark Prime series for serious home trainers and Monark Home Line for general home use.
• Fladen FishingmajorChannel Partner/ Reseller/ DistributorFladen Fishing is a major fishing equipment brand sold by bActive, offering ice fishing gear, sea fishing equipment, and fishing accessories.
• Master FitnesscoreChannel Partner/ Reseller/ DistributorMaster Fitness has been on the Swedish market since 1989, characterized by high quality, appealing design, and attractive price points. Products include treadmills, crosstrainers, exercise bikes, rowing machines.
• BeurerminorChannel Partner/ Reseller/ DistributorGerman health and wellbeing brand specializing in healthcare products including thermometers, foot care, hair removal, and massage appliances.
• Titan FitnesscoreChannel Partner/ Reseller/ DistributorValue-priced fitness equipment range for home training, characterized by high quality and competitive pricing.
• Home ActivecoreChannel Partner/ Reseller/ DistributorbActive's house brand for home training equipment including door gyms, exercise balls, weight vests, and foam rollers. Products are direct-imported without intermediaries.
• BexminorChannel Partner/ Reseller/ DistributorSwedish brand producing ecological garden games made from hardwood including Kubb Pro and Kubb Red King.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Sportamore: Sportamore is the largest pure-play sporting goods e-commerce retailer in the Nordics, headquartered in Sweden. It directly competes with bActive's home fitness and training equipment assortment, targeting the same Swedish consumer base with a multi-brand digital-first model.
• Outnorth: Outnorth is a Nordic outdoor and lifestyle e-commerce retailer specializing in hiking, camping, and outdoor gear. It competes directly with bActive's camping, outdoor clothing, and leisure categories, targeting the same active lifestyle consumer in Sweden.
• Addnature: Addnature is a Swedish online retailer focused on outdoor and adventure sports equipment, including hiking, climbing, and camping. It overlaps with bActive's camping, leisure, and outdoor product categories through a multi-brand e-commerce model.
• Coolshop: Coolshop is a Nordic online retailer specializing in toys, games, outdoor gear, and broader lifestyle products. It directly competes with bActive's games, leisure, and outdoor assortment categories with a similar e-commerce-only model targeting value-conscious consumers.

Broad incumbents

• XXL ASA: XXL is the largest sporting goods retailer in the Nordics with a chain of large-format stores and an online channel. It competes broadly with bActive across fitness, outdoor, and winter sports but at significantly larger scale and with a physical retail footprint.
• CDON: CDON is Sweden's largest online marketplace, originally a media retailer that has expanded into general merchandise including sports, leisure, and outdoor categories. It competes with bActive across multiple product categories through a marketplace model rather than direct retail.
• Komplett Group: Komplett is a major Nordic e-commerce retailer covering electronics, home, and lifestyle categories. While its primary focus is electronics, it competes with bActive as a broad Swedish online retailer offering variety-store-style assortments and competitive pricing.
• Stadium: Stadium is a major Swedish sporting goods retailer with both physical stores and a strong online presence. It competes across fitness, outdoor, and active lifestyle categories similar to bActive but at much larger scale with the advantages of a multi-channel retail model.

Regional players

• Jula e-commerce: Jula is a Swedish retailer of home improvement, leisure, and outdoor products with extensive physical stores and growing online operations. While primarily a DIY/home retailer, it overlaps with bActive in some outdoor and leisure categories within the same Swedish consumer market.
• Sportshopen.se: Sportshopen is a Swedish online sporting goods retailer offering fitness equipment, outdoor gear, and active lifestyle products. It directly competes with bActive in the Swedish e-commerce sports and outdoor equipment market with a similar multi-brand direct-to-consumer approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bActive.se
• LinkedInlinkedin.com/company/bactive

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 bActive