What SPORTTEMA Sverige AB does

SPORTTEMA Sverige AB is a Swedish-incorporated Aktiebolag that operates a Norwegian direct-to-consumer e-commerce platform (sporttema.no) selling fitness equipment and adjacent lifestyle goods. Founded in 2003 and headquartered operationally at Karl Johans Gate 7 in Oslo, the company functions as a subsidiary of Nyehandel AB, a Swedish e-commerce platform provider whose technology powers the storefront, product catalog, and digital commerce operations. Sporttema serves the Norwegian market exclusively, with over 200,000 accumulated customers and a 4.6/5 Trustpilot rating across 6,000+ reviews. The business holds Trygg E-handel certification and AAA highest creditworthiness rating.

The platform aggregates approximately 18 third-party fitness and lifestyle brands — including Insportline, Abilica, Body Solid, FitWood, Impulse, Hammer, Bowflex, Reebok, Casall, Finnlo, Steelflex, and Everlast — into a single Norwegian-language multi-brand marketplace across eight primary categories: cardio (treadmills, crosstrainers, exercise bikes, rowing machines), strength (weight benches, barbells, dumbbells, squat racks, multigyms), boxing, fitness/yoga accessories, rehabilitation and recovery (massage chairs, massage guns, TENS units), wall bars (ribbevegg), spare parts, and lifestyle adjacencies (robot lawn mowers, office ergonomics, gaming tables, basketball hoops). SKU depth ranges from low-AOV accessories (yoga mats, resistance bands) to commercial-grade equipment (Olympic barbells rated 600 kg, weight benches rated up to 750 kg). The site is built entirely on the parent Nyehandel AB platform with shared CDN infrastructure (nycdn.nyehandel.se) and offers 30-day open purchase, 2-year warranty, price-matching, and fast delivery as customer-facing value propositions.

Revenue is generated exclusively through direct hardware sales of branded fitness equipment at individual product price points, with promotional discounting of 6-49% on select items. Customer segments split between home fitness enthusiasts (primary), professional gym and fitness center buyers (secondary), and rehabilitation/wellness buyers (tertiary), with no disclosed enterprise contracts, subscription model, or app-based channel. There is no disclosed headcount, no AI/ML capability, no proprietary technology beyond the parent platform, and no public financial reporting; the business operates as a privately held DTC retailer within the Nyehandel group structure.

Name

SPORTTEMA Sverige AB

Legal name

SPORTTEMA Sverige AB

Website

https://sporttema.no

Company type

Private

Founded year

2003

Operating status

Operating

Short description

SPORTTEMA Sverige AB is a Norwegian DTC e-commerce retailer (sporttema.no) selling fitness and lifestyle equipment from ~18 brands to home users, gyms, and rehabilitation buyers, operating on the Nyehandel AB platform since 2003 with 200,000+ customers.

Ownership category

akta.pro rank

Product category

Online Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fitness Equipment & Performance Accessories Retail (CRAMABAD)

akta.pro secondary industry

Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Fitness equipment retail
• Home gym equipment
• Commercial gym equipment
• Strength training equipment
• Cardio equipment

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct sales of fitness equipment including treadmills, exercise bikes, rowing machines, weight benches, barbells, dumbbells, and accessories to consumers and businesses. Products are sold at individual price points with occasional promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

SPORTTEMA is a direct-to-consumer e-commerce retailer that sells a multi-brand range of fitness equipment through its online store sporttema.no. The catalog spans cardio machines (treadmills, exercise bikes, rowing machines, crosstrainers, spinning bikes), strength training gear (weight benches, squat racks, dumbbells, barbells, multigyms), boxing equipment, fitness accessories, rehabilitation and recovery products, wall bars (ribbevegg), and robot lawn mowers, sourced from brands including Insportline, Abilica, Body Solid, FitWood, Bowflex, Hammer, Impulse and Master Fitness. Orders are fulfilled via a Swedish warehouse with delivery across Norway, supported by Norwegian/Swedish customer service, a 30-day open purchase policy and a 2-year warranty.

Product overview

Sporttema is a Norwegian e-commerce retailer for fitness equipment, operating as a multi-brand marketplace rather than a single product company. The company sells a wide range of fitness equipment across multiple categories including cardio machines (crosstrainers, treadmills, rowing machines, exercise bikes), strength training equipment (weight benches, dumbbells, barbells, squat racks, cable machines), boxing gear, fitness accessories (yoga mats, foam rollers, resistance bands), rehabilitation equipment, and even robot lawn mowers. The platform features numerous third-party brands such as Insportline, Abilica, Body Solid, FitWood, Impulse, Hammer, Bowflex, Eurosport Fitness, and Master Fitness. Notable product lines include adjustable and flat weight benches (FID benches), wall-mounted pull-up bars and wall bars (ribbevegg) made from sustainable wood by brands like FitWood, Olympic barbells and weight plates, squat racks and power racks for home and commercial gyms, and functional training accessories. The company operates as a web store powered by Nyehandel AB, serving both home users and commercial fitness facilities across Norway.

Differentiator

Problem solved

Functional benefit

Products and services

• Kondisjonsutstyr (Cardio Equipment)

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Nyehandel ABcoreTechnology or IntegrationNyehandel AB provides the e-commerce platform technology powering sporttema.no. The partnership enables the online store functionality, product catalog management, and digital commerce operations.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bodystore: Norwegian online fitness equipment retailer selling home and commercial gym equipment, supplements, and accessories — operates in the same core niches (cardio, strength, accessories) as Sporttema within the Norwegian market.
• Sport1 Norge: Norwegian specialty sporting goods chain (Sport1 retail network) with a fitness and training category online — overlaps with Sporttema in strength equipment, dumbbells, and home cardio.
• XXL ASA: Largest Nordic sporting goods retailer with deep fitness, strength, and cardio assortment across Norway, Sweden, and Finland — directly competes with Sporttema on multi-brand fitness equipment and adjacent categories.

Regional players

• Stadium: Major Swedish sporting goods retailer with online storefront — directly comparable assortment to Sporttema's Swedish-domiciled product reach but operates primarily in Sweden; cross-border overlap on Branded fitness.
• Sportmaster (Sportia): Swedish sporting goods chain with fitness and training assortment — comparable category mix to Sporttema but Swedish geography.

Broad incumbents

• Power: Nordic consumer electronics and home appliance retailer expanding into fitness and lifestyle categories — competes with Sporttema on cardio equipment and home-fitness cross-shopping baskets in Norway.
• Komplett: Large Norwegian/Nordic e-commerce generalist with a growing fitness and sports equipment category — competes with Sporttema on assortment breadth and fast delivery within Norway.

Others

• SATS: Leading Nordic fitness-center operator that procures commercial-grade equipment — adjacent ecosystem participant rather than a retail competitor, but a potential B2B channel for Sporttema's commercial segment.

Emerging players

• Biltema: Nordic discount retailer with a growing fitness, outdoor, and home category — competes on price in entry-level fitness equipment and adjacent categories like the robot lawn mowers Sporttema also sells.
• Treningspartner: Smaller Norwegian online retailer of training equipment and accessories — niche direct competitor in the same home/light-commercial fitness category with comparable assortment and price positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

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 SPORTTEMA Sverige AB