What Sjoa Rafting does

Sjoa Rafting AS is a privately held Norwegian outdoor adventure company founded in 1989 and headquartered at Heidalsvegen 736, Nedre Heidal, operating a single integrated camp directly on the banks of the Sjoa river in Gudbrandsdalen. It is the oldest and largest rafting company on the Sjoa, and the only operator located on the riverbank such that all rafting trips end in camp rather than at a downstream bus pickup. The core product is a tiered menu of white water rafting trips (Short Trip on Sjoa, Day Trip, Aasengjuvet, Heidal Classic) priced from NOK 1,075 to NOK 3,495 per person, augmented by an add-on activity portfolio spanning canyoning, river boarding, packrafting, paintball, pentathlon, bridge jumping, SUP, hot tubs (capacity 56), and a climbing park operated through sister company Sjoa Klatrepark. Pre-bundled packages (Rafting & Accommodation from NOK 1,765; Rafting & Canyoning from NOK 3,665; Rafting & River Boarding from NOK 3,890; Short Stay NOK 1,595) combine activities with lavvu, dormitory, cabin, or premium cabin accommodation, meals, and hot tub access; a separate sister brand, Sjoa Familierafting on Gudbrandsdalslågen, serves the family segment from age 6 and provides SUP and family canyoning.

The business model is direct-to-consumer, sold through a proprietary bilingual (Norwegian/English) booking platform at bestill.sjoarafting.no with payments processed by Stripe and PayPal; group and event sales (bachelor/bachelorette parties, corporate team-building, school class trips, friend groups) are handled via direct contact and bespoke itineraries under a group-discount pricing structure, with gift cards providing a deferred-revenue channel. Customers span individual adventure tourists, friend groups, corporate teams, school classes, and families; marketing relies on Facebook, Instagram, X, the bilingual website, and earned media from the TripAdvisor Travellers' Choice Award (2024 and 2025) and the World Luxury Travel Award 2025. The company reports 150,000+ lifetime guests, zero accidents across 30+ seasons, and 35+ years of continuous operation, and is currently hiring a new full-time digital marketing manager — the first identified permanent non-operational hire — under family ownership.

Name

Sjoa Rafting

Legal name

Sjoa Rafting AS

Website

https://sjoarafting.no

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Sjoa Rafting AS is a privately held Norwegian outdoor adventure company, founded 1989, operating the only on-riverbank camp on the Sjoa river. It sells tiered white water rafting, add-on activities, packages, and accommodation directly to consumers and groups via a proprietary booking platform.

Ownership category

akta.pro rank

Product category

Outdoor Adventure Tourism

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Water (48721), RV (Recreational Vehicle) Parks and Recreational Camps (72121)

SIC

Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Whitewater Rafting, Kayaking & River Adventures (THAJABAB)

akta.pro secondary industries

Rafting & River Float Trips (Whitewater, Leisure Floats) (THAJAJAI), Kayaking, Canoeing & SUP Tours (Guided/Paddling Excursions) (THAJAJAF), Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

Keywords

• White water rafting
• Outdoor adventure tourism
• River rafting Norway
• Team building excursions
• Adventure holiday packages

Headquarters

HQ city

Otta

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Activity fees: Revenue from individual outdoor adventure activities including rafting (short trip, day trip, Aasengjuvet, Heidal Classic), canyoning, river boarding, packrafting, paintball, pentathlon, bridge jumping, and climbing park. Prices per person range from NOK 205 to NOK 3,495. Minimum participant requirements apply per activity.
2. Packages (bundled activities + accommodation + meals): Pre-planned holiday packages combining rafting with accommodation (lavvu or room), meals, and additional activities such as hot tub use, canyoning, or river boarding. Packages include Rafting & Accommodation (from NOK 1,765 lavvu / NOK 1,980 room), Rafting & Canyoning (from NOK 3,665 lavvu / NOK 4,110 room), Rafting & River Boarding (from NOK 3,890 lavvu / NOK 4,335 room), and Short Stay (NOK 1,595 room).
3. Accommodation: On-site accommodation revenue from log cabins (2–10 beds, NOK 215–445 per person/night), dormitory rooms (2–8 person rooms, NOK 385 per person/night), lavvu tent accommodation (NOK 150 per person/night), tent/caravan sites (NOK 155–450 per night), and a high-standard 7-person cabin (NOK 2,155 per night). Bed linen included for indoor accommodation.
4. Food and beverage: Revenue from meals including breakfast (NOK 195), lunch (NOK 205), packed lunch (NOK 100), spekemat plate (NOK 315), two-course dinner (NOK 370 indoor / NOK 585 lavvu), and three-course dinner in lavvu (NOK 745). Also includes bar revenue from the Sjoa Riverside Bar.
5. Gift cards: Gift cards sold online for use against any activity, package, accommodation, or food offering at the camp.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

Sjoa Rafting AS operates guided white water rafting trips and a portfolio of complementary outdoor adventure activities (canyoning, river boarding, packrafting, paintball, pentathlon, bridge jumping, climbing park, hot tub) on the Sjoa river in Norway, sold individually or bundled with on-site accommodation and meals. The company runs a riverside camp with cabins, dormitory rooms, lavvu tents, dining hall, riverside bar, and hot tubs, and serves individuals, families, friend groups, corporate teams, and school classes.

Product overview

Sjoa Rafting AS is an outdoor adventure company offering white water rafting experiences on the Sjoa river, which is recognized as one of Europe's best rafting rivers. The company operates as a single unified adventure destination rather than a modular software platform. Their core offering centers on white water rafting tours of varying intensity (Short Trip, Day Trip, Aasengjuvet, Heidal Classic) combined with diverse add-on activities including canyoning, river boarding, packrafting, paintball, pentathlon, bridge jumping, and hot tub experiences. The product portfolio includes pre-packaged multi-day deals (Rafting & Accommodation, Rafting & Canyoning, Rafting & River Boarding, Short Stay) and specialized group tours (Bachelor Parties, Company Tours, Class Trips). Accommodation options span cabin, dormitory, and lavvu (Sami tent) styles, with a unique wilderness camp on a private island. Food services include meals ranging from breakfast to multi-course dinners. A sister brand, Sjoa Familierafting, extends offerings to families with young children via Gudbrandsdalslågen rafting and a climbing park. The company has served over 150,000 guests since founding in 1989.

Differentiator

Problem solved

Functional benefit

Products and services

• White Water Rafting on Sjoa
• Family Rafting
• Canyoning (Juving)
• River Boarding (Elvebrett)
• Packrafting
• Paintball
• Pentathlon (5-Kamp)
• Bridge Jumping (Brupendel)
• Climbing Park
• SUP (Stand Up Paddle)
• Hot Tub Experience (Badestamp)
• Cabin Accommodation
• Dormitory Accommodation
• Lavvu (Sami Tent) Accommodation
• Tent, Caravan and Motorhome Sites
• Meals and Dining Services
• Sjoa Riverside Bar
• Rafting & Accommodation Package
• Rafting & Canyoning Package
• Rafting & River Boarding Package
• Short Stay Package (Snarvisitt)
• Bachelor / Bachelorette Party Tours
• Company Tours & Team Building
• Class Trips & Educational Groups
• Gift Cards

Quantifiable outcome

• Over 150,000 guests hosted on rafting and other outdoor activities over 35+ years.
• +3 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Sjoa Familierafting (Sjoa Raftingsenter AS)coreStrategic or Co-development PartnerSister company operating on Gudbrandsdalslågen (Lågen river) offering family-oriented rafting (from age 6) and activities including Sjoa Climbing Park, adventure trail, family canyoning, and SUP. Located at Varphaugen, 4 km north of Sjoa. The two companies collaborate and strengthen each other, enabling Sjoa Rafting AS to serve family segments and extend its product range beyond the adult-focused Sjoa river activities.
• Sjoa Klatrepark (Climbing Park)minorStrategic or Co-development PartnerClimbing park operated by Sjoa Familierafting, located 11 km from Sjoa Rafting AS towards Otta in forest settings along Gudbrandsdalslågen. Offers intro trail and 3 climbing trails at different heights and difficulties. Referred to as a sister company, it extends the adventure offering for families and groups.
• Kvitfjell BookingminorChannel Partner/ Reseller/ DistributorAccommodation partner for guests seeking higher-standard accommodation than the camp's rustic offerings. Sjoa Rafting AS can arrange transport between its camp and Kvitfjell accommodation.
• Stripe Inc.minorOthersPayment processing provider for credit and debit card transactions on the booking platform. After payment, Sjoa Rafting AS receives name, address, phone, email, IP address, and last 4 digits of card number. No full card data is stored by Sjoa Rafting AS.
• PayPal EuropeminorOthersAlternative payment processing provider for card transactions, enabling guests to pay via PayPal on the booking platform.
• YouWishminorGTM or Marketing PartnerMarketing partner referenced in the company's job posting as one of Sjoa Rafting AS's existing collaboration partners in the tourism industry.
• TrueStoryminorGTM or Marketing PartnerMarketing partner referenced in the company's job posting as one of Sjoa Rafting AS's existing collaboration partners in the tourism industry.
• Nordic Hosting ASminorOthersWeb design and development partner for sjoarafting.no and bestill.sjoarafting.no platforms.
• Zondo Norge ASminorOthersWeb development partner referenced on the English version of the family rafting page.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Adrift Adventures: Established white water rafting and adventure outfitter in a different geography (Colorado River region). Comparable as a multi-tier rafting product (introductory to multi-day), package bundling, and safety-credentials-led brand, though not in the Nordic market.
• Lemonsjø Ski og Rafting: Norwegian ski and rafting operator in the Gudbrandsdalen region, referenced in Sjoa Rafting's own founding history. Operates rafting on nearby rivers and competes for the same Norwegian and international adventure tourism demand.

Broad incumbents

• ICEHOTEL / Icehotel Sweden: Iconic Swedish experience-based accommodation and activity operator combining lodging with seasonal adventure programming. Comparable in combining accommodation, F&B, packaged experiences, and seasonality in a Nordic premium-adventure positioning.
• Fjord Tours: Norway's largest tour operator offering guided tours, fjord cruises, and multi-day adventure packages across the country. A broad incumbent that overlaps with Sjoa Rafting AS at the inbound tourist and package distribution layer.
• Norrøna Adventure: Norwegian premium outdoor brand running guided adventure trips (ski touring, hiking, climbing) in Norway. Comparable premium positioning, adventure tourism customer overlap, and Norwegian operator base.
• Active Norway: Norwegian tour operator offering adventure and activity packages including rafting, hiking, and glacier tours nationwide. Comparable in customer segments (international adventure tourists, groups) but broader geographically.

Direct peers

• Lapland Safaris: Finnish/Nordic adventure experience operator offering guided outdoor activities, safaris, and packaged accommodation plus meals. Comparable multi-activity model, premium positioning, and reliance on international tourists in a Nordic natural setting.
• Norsjø Safari: Norwegian outdoor adventure operator offering rafting, riverboarding, and canyoning in the Telemark region. Comparable business model offering multi-activity water-based adventure packages in a Norwegian natural setting.
• Raften AS (Rafting Sjoa): Norwegian rafting company operating on the Sjoa river, offering white water rafting and family-friendly activities. Directly comparable to Sjoa Rafting AS in product, geography, and target customer.
• Mad Rafters Sjoa: Direct Norwegian rafting competitor also operating on the Sjoa river, founded in 1989 alongside Sjoa Rafting AS. Competes for the same river segments, seasonal demand, and international adventure tourists.

Market position

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• Xx.com/sjoarafting
• Facebookfacebook.com/sjoarafting
• Instagraminstagram.com/sjoarafting
• LinkedInlinkedin.com/company/sjoa-rafting-a-s-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sjoa Rafting