What Locker Room Talk does

Locker Room Talk is a Swedish non-profit association (ideell f\u00f6rening, Org.nr. 802511-3039) founded in 2016 in Finsp\u00e5ng by high school students Shanga Aziz and Rogerio Silva, with headquarters now in Stockholm. The organization addresses derogatory language, harassment, and toxic masculinity in youth sports locker rooms, primarily targeting boys aged 10-14. It delivers structured peer education to Swedish sports clubs, schools, and corporate clients through three core products: the Eight Weeks program (an 8-week in-person curriculum of 30-60 minute weekly sessions for boys in locker rooms, covering emotional intelligence, gender equality, and values-based teamwork); Coach Journey (a VR-based leadership training program for coaches and team leaders featuring 8 animated locker room scenarios, 8 VR films, and 2 press conference simulations, delivered via Oculus Quest 2 and the Spatial VR platform); and the LRT Club mobile platform (iOS and Android) which serves as a unified hub for training management, progress tracking, and communication.

The technology stack combines in-person curriculum delivery with digital infrastructure including 360-degree filmed VR content, a mobile app built by technical partner Kodfolk AB, and structured evaluation tools developed with Effektfullt. Content is co-developed with specialized education consultants (Take a Change, Make Equal, Point of Value, Dale Carnegie, Specialpedagogkonsult, Peppy Agency) and validated through research partnerships with Riksidrottsf\u00f6rbundet (Swedish Sports Confederation) and researchers at Malm\u00f6 and Ume\u00e5 universities. The organization employs 11-50 staff, including regional educators across Malm\u00f6, Norrk\u00f6ping, Link\u00f6ping, Finsp\u00e5ng, Stockholm, and Uppsala.

Revenue is generated through a hybrid non-profit model: per-team quote-based program fees from sports clubs and schools (Eight Weeks), subscription pricing for Coach Journey VR, fees for workshops and corporate lectures, multi-year project grants from Allm\u00e4nna Arvsfonden (2019-2022 and 2022-2025 cycles), the 1,000,000 SEK Number10 stipendium (2017, Zlatan Ibrahimovic / Volvo Cars / Swedish Football Association), corporate sponsorships (Volvo Cars, H&M, Coca Cola, EA Sports, Viaplay), and individual donations via Swish, Bankgiro, and the organization's online store. The organization is supported by elite-athlete ambassadors (Jimmy Durmaz, Mikael Backlund, Daniel Rahimi, among others) and has received awards including Facebook's Best Social Media Marketing in Europe (2021), BRIS-priset (2022), and inclusion in the Council of Europe/EU 25 Best Practices in Europe list.

Name

Locker Room Talk

Legal name

Locker Room Talk

Website

https://lockerroomtalk.se

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Locker Room Talk is a Swedish non-profit association founded in 2016 that delivers gender-equality and emotional-intelligence education to boys aged 10-14 in sports clubs, schools, and corporate settings, through in-person curricula, VR leadership training, and a mobile learning platform across Sweden.

Ownership category

akta.pro rank

Product category

Youth Sports Education and Equality Training

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industry

Virtual Classroom Management, Moderation & Behavior Tools (EDAFABAK)

Keywords

• Youth sports education
• Gender equality training
• Emotional intelligence programs
• Coach leadership training
• Values-based sports programs

Headquarters

HQ city

Finspång

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training fees from sports clubs and schools: Locker Room Talk charges fees from sports clubs and schools for their training programs (Eight Weeks, Coach Journey, Workshops). These fees partially subsidize programs for organizations with limited resources. Pricing varies by program and number of teams.
2. Sponsorship and grants: The organization receives sponsorship from companies and grants from foundations (Allmänna Arvsfonden, Reach for Change) and public bodies. These funds support research, knowledge dissemination, advocacy, and program development.
3. Donations and fundraising: Individual and corporate donations support the organization's mission. Various giving options include general gifts, memorial gifts, congratulation gifts, corporate gifts, testamentary gifts, and crowdfunding campaigns. Swish and Bankgiro payment options are available.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Locker Room Talk designs and delivers education programs that address harassment, sexist language, and toxic masculinity in youth sports changing rooms, with a primary focus on boys aged 10-14. Its main products are the Eight Weeks peer-to-peer program (8 weekly in-locker-room sessions on emotional intelligence, gender equality, and values-based teamwork) and the Coach Journey VR leadership training for coaches and team leaders. Supporting offerings include workshops, lectures, a tournament concept, and the LRT-Club mobile platform that serves as the unified delivery and progress-tracking hub.

Product overview

Locker Room Talk operates as a platform-plus-modules architecture centered on its educational methodology for boys' emotional intelligence and gender equality in sports. The core offerings consist of Eight Weeks (an 8-week peer-to-peer program for boys aged 10-14 delivered in-person in locker rooms) and Coach Journey (a digital VR-based leadership training for coaches and team leaders). Both programs feed into LRT Club, the unified mobile-first platform for course delivery, progress tracking, and communication. Supporting modules include Workshops and Lectures (condensed training formats), Tournaments (event-based delivery), Corporate offerings (enterprise versions), and Care by LRT (ongoing mentoring). The organization also runs annual Charity Game events for fundraising and awareness.

Differentiator

Problem solved

Functional benefit

Brands

• Eight Weeks: An 8-week peer-to-peer programme for boys aged 10–14, delivering weekly sessions of 30–60 minutes in sports changing rooms on emotional intelligence, gender equality, and values-based teamwork.
• Coach Journey
• LRT-Club
• Tournaments
• Charity Game

Products and services

• Eight Weeks An 8-week peer-to-peer education program where LRT educators meet boys aged 10-14 in sports locker rooms once weekly for 30-60 minutes before training, covering emotional intelligence, gender equality in sports, and values-based teamwork through eight structured sessions (Building Teams, Define Expectations, Zones, Bacchi's Faces, Jokes as a Guard, Invert Trash-Talk, The Bystander, Take a Stand). Includes Coach Cards for leaders to use between sessions and is targeted at sports clubs and schools.
• Coach Journey A digital coach and leadership training program in emotional intelligence delivered via Virtual Reality, where users step into a virtual locker room to practice handling challenging situations with youth. Includes 8 animated locker room scenarios, 8 theory sections accessible via mobile/web, 8 VR films, 2 press conference scenarios, evaluation results, and completion certificates; targeted at sports team coaches and team leaders.
• LRT Club A mobile-first platform serving as the unified hub for all Locker Room Talk education programs, with features to browse trainers and book education, follow active training programs, chat directly with LRT contacts, view trained youth statistics and results, access personal educational journeys, and download completion certificates; available on iOS App Store and Google Play.
• Workshops Workshop formats including 60 Minutes by Eight Weeks (condensed 2 sessions from the full program) and 150-minute workshops for sports organizations and schools, covering gender equality in sports, emotional intelligence, and values-based leadership; available in physical or digital formats at the same price.
• Lectures Introductory lectures for sports organizations and schools covering Locker Room Talk's mission, methods, and approach to creating new masculinity, plus a lecture on digitalizing education focusing on modern tools like VR beyond standard video conferencing.
• Tournaments Event concepts for tournament organizers available in Standard (beach flags, Eight Weeks sessions, Coach Journey VR demonstrations) and Ultimate (full locker room booth installation with Eight Weeks sessions and VR experiences) formats, plus the Charity Game street-football format for fundraising featuring sports ambassadors.
• Corporate Lectures & Workshops Inspirational lectures and 150-minute company-edition workshops for corporate audiences, focusing on employees' roles as co-workers and parents as role models, plus panel discussions on gender equality in sports, emotional intelligence, and values-based leadership.
• Care by LRT An add-on support package offering up to 6 hours of individual mentoring sessions with LRT advisors via VR, web, phone, or chat, designed for program graduates who will train others and priced at 1,000 SEK per hour including VAT (package rate, regular price 1,200 SEK).

Quantifiable outcome

• 40% of team sports boys have experienced harassment (Friends foundation study)
• +1 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Svenska Fotbollförbundet (Swedish Football Association)coreStrategic or Co-development PartnerKey strategic partner collaborating since LRT's founding. Provided initial recognition and connection to national sports federation. Partnered on Number10 stipendium and ongoing collaboration for football club training programs.
• Riksidrottsförbundet (Swedish Sports Confederation)coreStrategic or Co-development PartnerLong-standing research collaboration partner. Commissioned research project with LRT examiningLocker room culture and method effectiveness. Provided access to researchers from Malmö and Umeå universities for follow-up research.
• Generation PepminorStrategic or Co-development PartnerJoined as member in August 2023. Folkrörelse (people's movement) for children's health initiated by Crown Princess Couple, working with Karolinska Institutet, Folkhälsomyndigheten, and 400+ organizations.
• SHL (Swedish Hockey League)coreStrategic or Co-development PartnerPride Week partnership (2024) where all 14 SHL clubs collected funds for LRT during Pride Week matches. Clubs auctioned special Pride Week jerseys with proceeds going to LRT.
• EffektfulltminorStrategic or Co-development PartnerEvaluation partner for Eight Weeks program. Sweden's largest cross-sectoral knowledge node for organizations wanting to measure their impact on people and environment.
• Take a ChangeminorOthersEducation consultant with focus on emotional intelligence. Developed theory content for Coach Journey Session 2 on emotional intelligence.
• Make EqualminorOthersEducation consultant focused on gender equality and inclusion. Developed theory content for Coach Journey Session 4 on gender equality and inclusion.
• Point of ValueminorOthersEducation consultant focused on values-based leadership. Developed theory content for Coach Journey Session 3 on values-based leadership.
• Dale CarnegieminorOthersEducation consultant focused on rhetoric. Developed theory content for Coach Journey Session 5 on rhetoric and media handling.
• Peppy AgencyminorOthersEducation consultant. Developed emotional intelligence theory content for Coach Journey with oversight from Take a Change.
• SpecialpedagogkonsultminorOthersEducation consultant focused on pedagogy and special pedagogy. Developed Sessions 6 and 7 theory content for Coach Journey.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Positive Coaching Alliance: US-based nonprofit that develops positive coaching education for youth sports. Directly comparable in mission to change locker room and sideline culture through structured coach and player training, though PCA is more established and broader in sport coverage.
• BRIS (Children's Rights in Society): Sweden's leading children's rights organization that awarded LRT the BRIS Prize in 2022. Comparable as a Swedish non-profit advocating for children's well-being and safety, with national reach and similar donor/grant funding model.
• PeacePlayers International: NGO using basketball to bridge divides and develop leadership in youth. Comparable as a sport-based character and equality education program operating through clubs, with similar curriculum-and-coach-train-the-trainer delivery model.
• Generation Pep: Swedish children's health movement founded by the Crown Princess Couple with 400+ partner organizations including Karolinska Institutet. LRT is a member partner; comparable as a Swedish non-profit mobilizing through sports for youth well-being outcomes.
• Friends Foundation: Swedish foundation focused on preventing bullying and discrimination among children and youth. Comparable as a Swedish non-profit running anti-harassment programs in school and sports settings, with cited research that LRT references (40% harassment statistic).

Broad incumbents

• Fryshuset: Major Swedish youth organization running sports, education, and social programs. Comparable as a Swedish non-profit using sports as a delivery vehicle for youth development, but with broader scope and longer history.
• Laureus Sport for Good: Global foundation using sport for social development across 100+ countries. Comparable as a funder and convenor for sport-based social impact programs including gender equality, and could plausibly fund or partner with LRT for international expansion.
• Right To Play: Global organization using sport and play to educate children in vulnerable communities. Comparable as a sport-based methodology for youth character development and gender equality, but operating internationally with broader scope.

Others

• The Aspen Institute Project Play: US initiative promoting youth sport development and positive sport culture. Comparable as a sector thought leader and convenor on positive sport environments, with research and resources relevant to LRT's locker room culture work.

Regional players

• Mentor Sverige: Swedish non-profit working with schools to prevent substance abuse and promote positive youth development. Comparable as a Swedish prevention-focused non-profit running structured programs with schools and youth, similar donor/grant funding model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC9IQdsMWIuDhhfkxvI6XGeQ
• Facebookfacebook.com/lockerroomtalk.se
• LinkedInlinkedin.com/company/locker-room-talk
• Instagraminstagram.com/lockerroomtalk.se

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Locker Room Talk