Friluftsakademin

What Friluftsakademin does

Friluftsakademin is the training and education arm of Friluftsfrämjandet (the Swedish Outdoor Association), a non-profit ideell organisation founded in 1892 and headquartered at Alsnögatan 7 in Stockholm. The organization operates Sweden's largest member-based outdoor recreation platform, serving approximately 143,060 members across 316 local clubs (lokalavdelningar) in all 21 Swedish counties, supported by roughly 6,500 trained voluntary leaders who collectively contribute around 8 million activity hours per year. Its service portfolio spans children's nature education via the Skogsmulle character, the 200+ affiliated I Ur och Skur outdoor preschools, the Friluftsliv på schemat school curriculum for grades 4–9, inclusive programs (Funkismulle, Häng med oss ut for mental health, Krisberedskap/civil preparedness training), and adult adventure activities ranging from hiking and paddling to climbing and ski school serving about 10,000 children each winter.

The underlying technology stack is modest and operational rather than productized: a digital platform (friluftsframjandet.se) for membership management, activity discovery and booking across all Swedish counties, a member portal ("Mina sidor"), a digital beginner course ("Enkel friluftsliv"), an Abicart-powered e-commerce shop (shop.friluftsframjandet.se) for leader apparel, equipment, Skogsmulle merchandise and training materials, and a co-developed carpooling platform (Samåkningsplattform) built with Skjutsgruppen for low-emission travel to activities. No proprietary AI, app, SDK, or API surface is disclosed; AI capability is absent from the source material.

Revenue is diversified across individual membership subscriptions (which include Magasin Friluftsliv magazine, partner discounts at Outnorth up to 25% and Idre Fjäll at 20%, plus friskvård/wellness receipts), activity and course fees, e-commerce sales, government grants (Vinnova, Västra Götalandsregionen, Region Stockholm, Gålöstiftelsen), and charitable income — most prominently an annual 7 million SEK base grant from Svenska Postkodlotteriet (cumulative >102 million SEK since 2010), plus donations via plusgiro, Giva Sverige membership, and 2% donations from Swedbank's Humanfond savers. B2B/government revenue is concentrated in school and municipal partnerships, while the long tail of individual consumer memberships provides a stable recurring base.

Name

Friluftsakademin

Legal name

Friluftsfrämjandet

Website

https://friluftsframjandet.se

Company type

Private

Founded year

1892

Operating status

Operating

Short description

Friluftsakademin is the training arm of Friluftsfrämjandet, Sweden's 1892-founded non-profit outdoor association serving approximately 143,060 members across 316 local clubs and 200+ preschools via 6,500 trained volunteer leaders.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Services

NAICS

Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620), Educational Support Services (611710), Social Advocacy Organizations (8133)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Outdoor & Wilderness Education Schools (Field-Based Learning) (THAAAOAA)

akta.pro secondary industries

Adventure Multi-Sport Camps & Skills Academies (THAAAKAM), Outdoor Education & Adventure Programs (School-Run) (EDAJAJAJ), Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA), Outdoor & Survival Skills Lessons (Bushcraft, Navigation, Foraging) (THAJAKAM)

Keywords

• Outdoor recreation activities
• Outdoor education programs
• Nature-based learning
• Volunteer-led hiking
• Membership outdoor association

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership fees: Annual membership fees providing access to activities, magazine, member benefits, and discounts from partners like Outnorth (up to 25%), Idre Fjäll (20%), and others.
2. Magasin Friluftsliv (Magazine): Sweden's largest outdoor life magazine delivered to members four times per year. Also reaches 84,000 readers per issue through newsstand sales.
3. Activity fees: Fees for specific activities and adventures organized by local clubs and guides.
4. E-commerce (Shop): Online store selling leader clothing, equipment, Skogsmulle merchandise, activity materials, books, and training resources.
5. Government grants: Public funding support for outdoor recreation promotion, school programs, and community initiatives.
6. Postkodlotteriet donations: Annual basstöd (base support) from Swedish Postcode Lottery. Received 7 million SEK in 2024, with total received exceeding 102 million SEK since 2010.
7. Charitable donations: Individual donations through plusgiro account (90 01 76-9). Member of Giva Sverige with commitment that at least 75% of funds go directly to programs.
8. Swedbank Humanfond: When members save in Swedbank's Humanfond, 2% of savings are donated annually to Friluftsfrämjandet.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Friluftsakademin is the training division of Friluftsfrämjandet (Swedish Outdoor Association), a non-profit founded in 1892. It delivers nationwide outdoor recreation activities (hiking, climbing, cycling, skiing, paddling) through 6,500+ trained volunteer leaders across 316 local clubs. Core educational programs include Skogsmulle (children's nature education), I Ur och Skur (200+ outdoor preschools), Friluftsliv i skolan (school outdoor curriculum grades 4-9), Funkismulle (inclusive activities), and Häng med oss ut (mental health programs).

Product overview

Friluftsfrämjandet (Swedish Outdoor Association) operates Friluftsakademin as its education and training division, offering a comprehensive portfolio of outdoor activity programs. The core offerings include Skogsmulle (forest education for children), I Ur och Skur (outdoor preschools), Friluftsliv i skolan (school programs), and Skogshjältarna. Additional programs include Häng med oss ut for mental health, Funkismulle for inclusive outdoor activities, and Utbildningsplats Gålö as an outdoor education facility. Members receive Magasin Friluftsliv magazine, and the organization runs a webshop for leader clothing, equipment, and merchandise. A carpooling platform enables members to share rides to activities. The organization provides 8 million activity hours annually through 6,500 volunteer leaders across 285 local branches.

Differentiator

Problem solved

Functional benefit

Brands

• Skogsmulle: Popular children's outdoor character and activity program that teaches generations of kids about nature.
• I Ur och Skur
• Skogshjältarna
• Friluftsakademin
• Häng med oss ut
• Magasin Friluftsliv

Products and services

• Skogsmulle och skogens värld Children's outdoor education program featuring the Skogsmulle (Forest Mule) character, teaching children about nature through guided forest activities, bushcraft, and outdoor play for various age groups. Available through local clubs, preschools, and dedicated events.
• Friluftsakademin (Outdoor Academy) Friluftsfrämjandet's training and education organization offering leadership courses, skill development, and certification programs for outdoor guides and instructors across Sweden, from Skogsmulle leaders to ski instructors.
• I Ur och Skur Outdoor preschool concept ("come rain or shine") with over 200 affiliated preschools in Sweden integrating daily outdoor learning regardless of weather conditions.
• Friluftsliv i skolan / Friluftsliv på schemat Outdoor life programs for schools (grades 4-9) providing curriculum-aligned outdoor education, field trips, and teaching materials for teachers.
• Skogshjältarna Forest heroes program bringing outdoor activities and nature education to school-age children as part of the Friluftsliv i skolan offering.
• Häng med oss ut Program using outdoor activities to promote mental health and well-being, targeting individuals experiencing psychological distress. Awarded Framtidspriset (Future Award) runner-up in 2025.
• Funkismulle Inclusive outdoor activities adapted for people with disabilities, ensuring access to nature experiences across Skogsmulle and broader programs.
• Krisberedskap (Civil Preparedness Training)
• Utbildningsplats Gålö Outdoor education facility on the Gålö peninsula in Stockholm archipelago, offering field trips for school classes with educational materials aligned to curriculum standards. Operation transferred to Friluftsfrämjandet in May 2024.
• Magasin Friluftsliv Sweden's largest outdoor life magazine, published quarterly as a member benefit and via newsstand, featuring gear tests, activity guides, and outdoor lifestyle content with approximately 84,000 readers per issue.
• Friluftsfrämjandet Webshop Online store selling leader clothing, equipment, activity materials, Skogsmulle merchandise, books, badges, and recognition items. Operated on Abicart e-commerce platform.
• Samåkningsplattform (Carpooling Platform) Carpooling platform developed in collaboration with Skjutsgruppen, Naturskyddsföreningen, and municipal partners, enabling members to share rides to outdoor activities and reduce environmental impact from travel.
• Annual Membership Annual membership providing access to thousands of organized outdoor activities nationwide, Magasin Friluftsliv magazine (4x/year), partner discounts (Outnorth up to 25%, Idre Fjäll 20%), and wellness/friskvård receipt support.
• Ledarskap för friluftsliv (Book) Comprehensive leadership guide for outdoor activities, published by Friluftsfrämjandet as a training resource for leaders.

Quantifiable outcome

• 94% of Swedes believe nature has positive health effects (Friluftsfrämjandet survey)
• +4 more outcomes

Named customers8 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

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

• Svenskt FriluftslivcoreStrategic or Co-development PartnerUmbrella organization for Swedish outdoor recreation. Friluftsfrämjandet participates in national advocacy, the 'Upprop' (appeal) for outdoor life and public health, and receives transition support for youth initiatives.
• OutnorthminorGTM or Marketing PartnerOutdoor equipment retailer offering members up to 25% discount. Part of member benefits package.
• Idre FjällminorGTM or Marketing PartnerMountain resort offering members 20% discount on accommodations and ski passes. Part of member benefits.
• SkjutsgruppenstrategicStrategic or Co-development PartnerCarpooling platform for outdoor enthusiasts. Friluftsfrämjandet co-developed the platform to reduce environmental impact from travel to outdoor activities. Project funded by Vinnova and Västra Götalandsregionen.
• Naturskyddsföreningen (Swedish Society for Nature Conservation)strategicStrategic or Co-development PartnerCo-development partner in the carpooling platform project to reduce transportation emissions for outdoor activities.
• Umeå MunicipalitystrategicStrategic or Co-development PartnerPartner in carpooling platform project. Part of 'Vi knyter ihop civilsamhället' (We connect civil society) initiative funded by Vinnova.
• Göteborg MunicipalitystrategicStrategic or Co-development PartnerPartner in carpooling platform project. Part of initiative to connect civil society organizations.
• Svenska Turistföreningen (Swedish Tourist Association)strategicStrategic or Co-development PartnerJoined carpooling platform in March 2024. Partner in civil society connection initiative.
• Skärgårdsstiftelsen (Archipelago Foundation)coreStrategic or Co-development PartnerTransfered operation of Utbildningsplats Gålö outdoor education site to Friluftsfrämjandet in 2024. Foundation owns land and properties in Stockholm archipelago enabling outdoor education.

Scale indicators15 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Naturskyddsf\u00f6reningen (Swedish Society for Nature Conservation): Sweden's largest environmental organization with comparable member-based advocacy model and large volunteer base; co-developer with Friluftsfrämjandet on the Skjutsgruppen carpooling project, comparable in advocacy for nature access and conservation.
• Svenska Turistföreningen (STF): Sweden's largest outdoor recreation membership organization, operating mountain cabins, trails, and activity programs for members. Like Friluftsfrämjandet, it is a century-old non-profit selling membership-based outdoor access nationwide; both are co-developers on the Skjutsgruppen carpooling platform and members of Svenskt Friluftsliv.
• Scoutf\u00f6rbundet (The Swedish Guide and Scout Council): Sweden's national scouting organization offering outdoor activity-based youth programs through local units — directly competing for children's and families' outdoor time, using trained volunteer leaders and skill-based curricula much like Skogsmulle and Skogshjältarna.

Broad incumbents

• Deutscher Alpenverein (DAV): Germany's largest outdoor and alpine association and one of the world's largest; provides membership-based access to alpine infrastructure, training, and youth programs that closely parallel Friluftsfrämjandet's structure, though at materially larger scale.

Regional players

• Den Norske Turistforening (DNT): Norway's national outdoor recreation association; the closest Nordic functional equivalent to Friluftsfrämjandet, operating marked trails, cabins, and member-led activities — comparable in mission, membership model, and volunteer-driven activity delivery.
• Svenskt Friluftsliv: Swedish umbrella organization for outdoor recreation that Friluftsfrämjandet helped found; comparable as a coordinating body for outdoor-activity advocacy, public-health lobbying, and youth programs, but functions at an industry-level rather than direct consumer level.
• I Ur och Skur-f\u00f6rbundet: Formal association supporting Sweden's outdoor preschools using the 'come rain or shine' concept; an adjacent ecosystem partner representing the 200+ preschools that license Friluftsfrämjandet's pedagogy.

Emerging players

• Outward Bound Sverige: Swedish branch of the international outdoor education provider; comparable on outdoor pedagogy, leadership training, and experiential learning programs for schools and adults but with a more commercial, course-based revenue model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCMCFKq3ZG6uyoKSN_slu-1w
• Facebookfacebook.com/Friluftsframjandet
• Instagraminstagram.com/friluftsframjandet
• LinkedInlinkedin.com/company/friluftsakademin

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Friluftsakademin