What HuginBiz does

HuginBiz (legal entity: Helping You Grow International Business AB) is a privately-held international business consulting firm founded in 2004 by Martin Kössler and headquartered in Billdal-Gothenburg, Sweden. The company provides strategic consulting services to global brands, ingredient brands, start-ups, trade show organizers, and industry associations operating in the sport, outdoor, adventure, and fitness industries. Its core service portfolio spans strategy, sourcing, branding, channels, cross-border DTC support, pricing, recruiting, and retail/distributor introductions, with named clients including POC, NORRØNA, ECCO Outdoor, Haglöfs, Gore-Tex, and 3M.

The company's primary digital product is IntBizCheck, an online self-assessment tool comprising 140 yes/no questions across 14 modules covering finance, legal, products, sourcing, international sales, and marketing. The tool is sold via anonymous PayPal license codes and provides benchmarking dashboards comparing organizational readiness against industry averages. HuginBiz also operates through co-owned subsidiaries EDM Publications (market intelligence via Sporting Goods Intelligence Europe and Outdoor Industry Compass) and Digital Crew Nordic (DTC and digital transformation services), and holds a strategic supply chain partnership with Weichert Agencies for textile sourcing services.

HuginBiz generates revenue through a combination of professional services consulting engagements (sales-led, quote-based) and one-time license fees from the IntBizCheck self-assessment tool. The firm operates with a 1-10 person core team with presence in Scandinavia and Munich, Germany, and maintains official trade show representative partnerships with FIBO, ISPO, PGA Merchandise Show, and Performance Days. No external institutional investment or public financial disclosures are available.

Name

HuginBiz

Legal name

Helping You Grow International Business AB

Website

https://huginbiz.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

HuginBiz is a Sweden-based boutique consulting firm founded in 2004 that provides international business strategy, market entry, and supply chain services exclusively to sport, outdoor, adventure, and fitness industry brands across Scandinavia, Europe, Asia, and the USA.

Ownership category

akta.pro rank

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Consulting Services: Core consulting revenue from international business strategy, sourcing, branding, channels, pricing, recruiting, and retail/distributor introductions for sports, outdoor, adventure, and fitness brands.
2. IntBizCheck Online Assessment: Online self-assessment tool sold via anonymous login codes through PayPal. Organizations pay a fee to access the 140-question assessment, with pricing varying by company location (EU outside Sweden vs Swedish companies with VAT).
3. Supply Chain Services: Through partnership with Weichert Agencies, provides Nordic brands with textile manufacturing access, functional fabric innovations, and international sourcing expertise. Revenue from connecting Nordic brands with global textile suppliers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

HuginBiz provides international business consulting for sport, outdoor, adventure, and fitness brands, covering strategy, sourcing, branding, channels, cross-border DTC, pricing, recruiting, and retail/distributor introductions. It also sells INT BIZ CHECK, an online self-assessment tool with 140 yes/no questions in 14 modules that benchmarks a company's readiness for international growth against comparable competitors and industry averages. Supply chain services are delivered through a partnership with Weichert Agencies.

Product overview

HuginBiz offers a portfolio of international business growth services for the sport, outdoor, adventure, and fitness industries. The primary digital product is INT BIZ CHECK, an online self-assessment tool with 14 modules and 140 questions for benchmarking international business readiness. Additional offerings include Supply Chain Services (textile sourcing partnership with Weichert Agencies), Market Intelligence Services through co-ownership in EDM Publications, and Digital Crew Nordic partnership for DTC and digital transformation. The company also provides strategic consulting services covering strategy, sourcing, branding, channels, pricing, and distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Int Biz Check: Online self-assessment tool for benchmarking organization's international growth readiness. Features 140 questions across 14 modules covering all critical functions for international business.

Products and services

• INT BIZ CHECK Online self-assessment tool that benchmarks an organization's readiness for international growth. It features 140 yes/no questions across 14 modules covering Finance & Legal, Products, Sourcing & Production, International Sales, and International Marketing & Digital, and benchmarks scores against comparable competitors and industry averages. Organizations purchase anonymous login codes via PayPal, complete the assessment independently, and receive red/yellow/green dashboard results.
• Supply Chain Services Sourcing and textile innovation partnership delivered through HuginBiz's relationship with Weichert Agencies, providing Nordic brands with direct access to leading textile manufacturers, functional fabric innovations, and international sourcing expertise in textile and apparel.
• International Business Consulting Strategic consulting engagements for sport, outdoor, adventure, and fitness brands covering international strategy, sourcing, branding, channels, cross-border DTC, pricing, recruiting, retail and distributor introductions, and terms and agreements.
• Market Intelligence Services Market research, insights reports, MPAs, expert panels, webinars, round tables, and think tanks delivered through co-ownership of EDM Publications, including Sporting Goods Intelligence Europe and Outdoor Industry Compass.
• Digital Crew Nordic (DTC and Digital Transformation Services) DTC (Direct-to-Consumer) and digital transformation services for brands, delivered through HuginBiz's co-ownership partnership with Digital Crew Nordic and extending the firm's cross-border e-commerce and digital capabilities.

Quantifiable outcome

• Four Scandinavian Outdoor Group Swedish members won export company of the year in Sweden

Named customers9 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Weichert AgenciescoreStrategic or Co-development PartnerStrategic partnership where HuginBiz provides Nordic brands with direct access to leading textile manufacturers, functional fabric innovations, and international sourcing expertise through Weichert Agencies' 75+ years of textile and apparel experience. Charlotta Persson serves as Key Account Manager for textile supply chain competence services.
• EDM PublicationscoreStrategic or Co-development PartnerCo-owned business intelligence provider offering Sporting Goods Intelligence Europe, Outdoor Industry Compass, and other industry research publications. Provides HuginBiz with market data, industry news, and intelligence to support strategic recommendations.
• Digital Crew NordiccoreStrategic or Co-development PartnerCo-owned company helping brands with DTC (Direct-to-Consumer) and digital transformation, extending HuginBiz's service capabilities in cross-border e-commerce.
• FIBO, ISPO, Outdoor by ISPO, PGA Merchandise Show, Performance DayscoreGTM or Marketing PartnerOfficial partners and representatives of leading international trade shows in the fitness, sports, and outdoor industries. HuginBiz team members serve as Nordic representatives, providing market access and supporting client participation.
• Make TrademinorGTM or Marketing PartnerInternational platform and non-profit membership organization that enables businesses to expand internationally. HuginBiz participates in Make Trade's Sweden On The Go initiative.
• European Outdoor Conservation Association (EOCA)minorGTM or Marketing PartnerNon-profit organization where outdoor sector champions conservation of nature and wild places. HuginBiz shares EOCA's vision and participates as a member.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Sports Consultancy: UK-headquartered advisory firm providing strategy, commercial, and digital services to sport organizations and brands. Comparable as a boutique, vertical-specialist consultancy serving the broader sport ecosystem, with overlap on commercial strategy and brand-building engagements.
• Stern Strategy & Marketing Consultants: US-based consultancy focused on strategy and marketing for the sport, fitness, and active-lifestyle industries, serving brands and trade associations. Directly comparable to HuginBiz as a specialist advisory firm in the same verticals, though US-centric in client base.

Emerging players

• Retail Consulting Group (RCG): Boutique retail and brand consultancy advising fashion, sport, and lifestyle brands on international expansion, distribution, and DTC. Closely comparable to HuginBiz's retail/distributor introductions and cross-border DTC capabilities, though with a fashion-skewed client base.

Broad incumbents

• Kearney: Global management consulting firm with a consumer-products and retail practice that serves sport and outdoor brands on international growth strategy. Comparable as a larger-scale generalist that competes for the same type of cross-border strategy mandates.
• Simon-Kucher & Partners: Global consultancy specializing in pricing, monetization, and commercial strategy. Comparable in that it advises consumer and sport brands on international pricing and go-to-market strategy — a service HuginBiz explicitly lists among its offerings.
• Wasserman: Large global sports marketing, consulting, and talent management firm. Overlaps with HuginBiz on brand consulting and sponsorship strategy for sport/lifestyle brands, but operates at much larger scale and across a broader portfolio of services.
• Baringa Partners: International consulting firm with retail and consumer-products engagements. Competes for some of the same strategic advisory mandates as HuginBiz in cross-border growth, distribution, and pricing work, though at a much larger scale and broader scope.
• Octagon: Global sports marketing and consulting agency within IPG. Comparable in that it advises sport and lifestyle brands on marketing, partnerships, and commercial strategy, but is materially larger and offers capabilities well beyond HuginBiz's international-expansion focus.

Others

• Euromonitor International: Global market research firm covering consumer goods, retail, and sport/lifestyle categories. Functions as a complementary (and partly competing) data source to EDM Publications, supporting the intelligence component of international-expansion strategy work.
• Circana (formerly NPD Group): Market intelligence provider covering sport, outdoor, and consumer-goods industries. Comparable to EDM Publications' role in HuginBiz's offering — provides the data and benchmarking layer that supports strategic recommendations to sport and outdoor brands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/huginbiz
• LinkedInlinkedin.com/company/helping-you-grow-international-business

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 HuginBiz