Back on Track
Back on Track is a Swedish therapeutic textile company that designs and sells mineral-infused fabric products under its Welltex brand for humans, horses, and dogs, distributed via direct-to-consumer e-commerce and retail partners across Scandinavia.
- Company typePrivate
- Founded-
- HeadquartersNot specified, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Back on Track does
Back on Track is a privately held Swedish company that develops and sells therapeutic textile products for humans, horses, and dogs. The company's core offering is built around its proprietary Welltex® technology, a fabric permanently infused with minerals that the company states reflects the body's own Far Infrared energy. Complementary proprietary material platforms include Iontex®, Haematex®, and Cool on Track™, and the catalog spans approximately 368 products across equestrian apparel and equipment, dog wear, and human wellness accessories including braces, blankets, and back supports.
The distribution model combines direct-to-consumer e-commerce through localized storefronts (backontrack.se for Sweden, backontrack.dk for Denmark) with a physical retailer network across Scandinavia and selective pharmacy distribution for the Physio line. Pricing spans a mass-market range from approximately 99 SEK to 3,499 SEK per item, supporting broad consumer accessibility across income tiers. Customer validation is strong, with reported ratings of 4.9 out of 5 from 865 reviews on its site and 4.7 out of 5 from 2,839 reviews on REVIEWS.io.
The company employs approximately 130 people. Category credibility is reinforced through partnerships including Pisksnärten, the Swedish Whiplash Association, and through third-party recognition such as the Folksam Bra Val 2026 designation awarded to the Strixx equestrian helmet. While no funding rounds or revenue figures are publicly disclosed, the breadth of catalog, retail footprint, and continued product introduction cadence (26 new products in 2025) indicate an established mid-market consumer brand operating in the therapeutic textile niche.
Back on Track firmographics
Firmographics- Name
- Back on Track
- Legal name
- Back on Track
- Website
- https://backontrack.se
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Back on Track is a Swedish therapeutic textile company that designs and sells mineral-infused fabric products under its Welltex brand for humans, horses, and dogs, distributed via direct-to-consumer e-commerce and retail partners across Scandinavia.
- Ownership category
- akta.pro rank
Back on Track industry classification
Industry- Product category
- Therapeutic Textiles
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (31599), Pet and Pet Supplies Retailers (45991), Other Leather and Allied Product Manufacturing (316990)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)
- akta.pro primary industry
- DME, Mobility & Assistive Devices (Wheelchairs, Braces, Recovery Collars) (HLAMAFAN)
- akta.pro secondary industries
- Wound Care, Bandaging & Consumables (Dressings, Sutures, Staplers) (HLAMAFAF), Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM), Practice Consumables & General Medical Supplies (Needles, Syringes, Gloves, Swabs) (HLAMAFAO)
Keywords
Where Back on Track is headquartered
LocationHeadquarters
- HQ city
- Not specified
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Back on Track business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct product sales (B2C & B2C e-commerce): Back on Track generates revenue through direct sales of textile-based therapeutic products to consumers via its own e-commerce platform (backontrack.se) and through a network of physical retailers, pharmacies, and specialized stores. Products are sold as one-time purchases across multiple categories including joint supports, therapeutic apparel, horse equipment, and dog products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Joint & Muscle Supports — priced from 179 SEK to 1,099 SEK |
| Unit Pricing | Pay-as-you-go | Therapeutic apparel — priced from 149 SEK to 1,999 SEK |
| Unit Pricing | Pay-as-you-go | Welltex® Tape — priced from 139 SEK |
| Unit Pricing | Pay-as-you-go | Horse & Dog products — priced from 229 SEK to 1,699 SEK |
| Unit Pricing | Pay-as-you-go | Riding safety — helmets priced from 2,999 SEK to 3,499 SEK |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Back on Track product offering
Product offeringCore offering
Back on Track manufactures and sells therapeutic textile products for humans, horses, and dogs built around its proprietary FIR-reflecting mineral fabric technologies (Welltex®, Iontex®, Haematex®). The core catalog includes joint and muscle supports, therapeutic apparel, horse equipment (blankets, leg protection, saddle pads), dog products (coats, supports, beds), and equestrian safety helmets/vests, sold through owned DTC e-commerce in Sweden and Denmark and through Nordic physical retailers.
Product overview
Back on Track is a Swedish wellness company offering therapeutic textile products for humans, horses, and dogs. The core portfolio consists of four main product lines: (1) Led- & Muskelskydd (Joint & Muscle Protection) — braces and supports using Welltex® FIR-reflection technology for rehabilitation and pain relief; (2) Terapeutiska Plagg (Therapeutic Apparel) — everyday clothing and accessories with Welltex®, Iontex®, or Haematex® technologies; (3) Hästprodukter (Horse Products) — blankets, leg protection, saddle pads, and accessories; (4) Hundprodukter (Dog Products) — blankets, coats, and protective gear including the BAY and BUDDY sub-brands; and (5) Ryttarsäkerhet (Rider Safety) — Strixx and GPA helmets with Mips® technology and safety vests. The company also offers specialized sub-brands like STRAPZ (strap-based supports) and collections like Cool on Track (cooling products), Deep Nights, Airflow, Nights, and Haze. The proprietary technologies — Welltex® (strongest FIR, for rehabilitation), Iontex® (finer texture for sportswear), and Haematex® (for riding pants) — are melt-integrated into textile fibers to reflect Far Infrared energy back to the body, stimulating circulation. The company operates on a Shopify e-commerce platform.
Differentiator
Problem solved
Functional benefit
Brands
- Strixx: Rider helmets product line featuring MIPS technology for equestrian safety.
- Cool on Track
- STRAPZ
Products and services
- Led- & Muskelskydd (Joint & Muscle Supports) Therapeutic joint and muscle braces and supports for knees, wrists, elbows, ankles, back, calves, and neck/shoulders, incorporating Welltex® FIR-reflecting mineral textiles to stimulate circulation and reduce swelling. Targeted at consumers with arthritis, ligament/tendon injuries, post-surgical recovery, and overstrain conditions; selected Physio-line supports are also distributed through pharmacies.
- Terapeutiska Plagg (Therapeutic Apparel) Everyday and performance therapeutic clothing — T-shirts, sweaters, base layers, sportswear, underwear, socks, jackets, vests, riding pants, and accessories (gloves, hats, scarves, blankets, insoles) — using Welltex® or Iontex® technology for wellness, training, and sleep support. Intended for general consumers, athletes, and equestrians.
- Hästprodukter (Horse Products) Equine equipment including stall, outdoor, net, fleece, and wool blankets; leg protection (wraps, boots, tendon guards, fetlock boots, knee and hock guards); dressage and jumping saddle pads; girths, breastplates, hoods, neck protectors, and feed supplements. Integrates Welltex® and Haematex® for muscle support and recovery in horses.
- Hundprodukter (Dog Products) Dog apparel and accessories including BAY and BUDDY dog blankets (winter, rain, softshell, fleece, net), joint and muscle supports (leg/hock, neck), Cool on Track cooling products, collars, harnesses, signal vests, and dog beds. Targets pet owners managing canine joint issues and weather/temperature regulation.
- Ryttarsäkerhet (Riding Safety) Equestrian safety equipment including Strixx helmets integrating Mips® rotational-impact protection and GPA helmets, plus safety vests including an airbag model. Strixx G/G Competition Sun Visor received Folksam Bra Val 2026 safety endorsement. Sold to riders in the Nordic market.
- Welltex® Tape Welltex® mineral-infused therapeutic tape sold in continuous rolls and pre-cut strip and butterfly formats, for targeted FIR application on body areas where standard supports do not fit. For individual consumers managing focal musculoskeletal complaints.
- Cool on Track™ Cooling Products Cooling textile products for humans, horses, and dogs that provide immediate cooling through a three-step soak-wring-apply process, intended for hot-weather thermal management and post-exercise recovery.
Quantifiable outcome
- Reduced swelling and pain relief reported by customers with arthritis, ligament injuries, and post-exercise muscle soreness
- +2 more outcomes
Companies that use Back on Track
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Back on Track technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Back on Track partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Pisksnärten (Swedish Whiplash Association)minorBack on Track collaborated with Pisksnärten, a Swedish rehabilitation association for whiplash-injured individuals, to develop its neck collar with polo neck design. This clinical/professional collaboration informed the product's therapeutic design specifically for whiplash recovery use cases.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Back on Track competitors and assessment
Company assessmentBroad incumbents
- Push Braces (Oped): European orthopedic brace manufacturer with strong pharmacy and clinical distribution. Comparable to Back on Track's Physio-serie in terms of product category (functional joint braces), distribution philosophy (pharmacy placement), and target end-user (rehabilitation patients).
- Bauerfeind: German orthopedic medical device manufacturer of joint braces, supports, and compression stockings. A broad incumbent that overlaps with Back on Track's Led- & Muskelskydd lineup at the medical/orthopedic channel and competes for the same physiotherapy customers.
Others
- Hologenix (Celliant): US-based material science company that develops and licenses Celliant® — a mineral-infused fiber that converts body heat into infrared energy. A technology ecosystem peer to Back on Track's Welltex®/Iontex® approach; comparable business model around embedding therapeutic mineral technology into third-party textile products.
Emerging players
- Kerrits: US-based equestrian performance apparel brand focused on riding tights, breeches, and base layers. Comparable to Back on Track's Haematex® riding breeches and therapeutic riding apparel, addressing the same rider demographic with performance-positioned products.
- Therabody: Recovery and wellness technology brand (Theragun, RecoveryAir, RecoveryTherm) serving the same consumer need-state (muscle recovery, circulation, pain relief) as Back on Track's therapeutic apparel. Comparable premium wellness positioning and DTC-first go-to-market.
- Horse Pilot: French equestrian technical apparel brand bringing sportswear-grade fabrics into riding clothing. Overlaps with Back on Track's therapeutic riding apparel and Iontex® sportswear positioning, competing for premium equestrian consumer spend.
Direct peers
- Tommie Copper: US-based wellness apparel brand built around copper-infused and compression fabric technology for pain relief and recovery. Closest direct analog to Back on Track's mineral-FIR Welltex® technology, targeting the same consumer use cases (joint pain, recovery, circulation) through DTC and retail.
- Ruffwear: US performance dog gear brand (coats, harnesses, boots, beds). Directly comparable to Back on Track's Hundprodukter lineup (BAY/BUDDY coats, signal vests, beds, leg supports), targeting the same premium dog-owner segment with technical, weather-protective products.
- Horseware Ireland: Irish-based equestrian apparel and horse blanket specialist. Directly comparable to Back on Track's horse products division (horse blankets, leg protection, saddle pads) at similar premium positioning and through overlapping equestrian retail channels.
- WeatherBeeta: Global equestrian brand best known for horse blankets and turnout rugs. Overlaps with Back on Track's Hästprodukter lineup and competes for the same equestrian specialty retail shelf space across multiple geographies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Back on Track social profiles
Digital presenceBack on Track compliance and trust
Trust signalCompliance1 record
Back on Track financial estimates
Financial estimateRevenue estimate
Valuation estimate
Back on Track leadership team
Management profileNumber of profiles
Profiles1 record
Back on Track funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Back on Track M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Back on Track
What does Back on Track do?
Back on Track manufactures and sells therapeutic textile products for humans, horses, and dogs built around its proprietary FIR-reflecting mineral fabric technologies (Welltex®, Iontex®, Haematex®). The core catalog includes joint and muscle supports, therapeutic apparel, horse equipment (blankets, leg protection, saddle pads), dog products (coats, supports, beds), and equestrian safety helmets/vests, sold through owned DTC e-commerce in Sweden and Denmark and through Nordic physical retailers.
Is Back on Track a public or private company?
Back on Track is a private company. It is classified as unknown and is currently operating.
When was Back on Track founded?
Back on Track was founded in -1. It employs 101 to 250 people.
Where is Back on Track based?
Back on Track is headquartered in Not specified, Sweden, in the Europe region.
How does Back on Track make money?
One revenue line is on record: direct product sales (B2C & B2C e-commerce).
Who are Back on Track's main competitors?
Broad incumbents on record are Push Braces (Oped) and Bauerfeind. Hologenix (Celliant) is listed as an others. Emerging players are Kerrits, Therabody and Horse Pilot. Direct peers are Tommie Copper, Ruffwear, Horseware Ireland and WeatherBeeta.
Does Back on Track have an API?
No public API is recorded for Back on Track.
What industry is Back on Track in?
Back on Track's product category is Therapeutic Textiles. Its primary akta.pro industry code is HLAMAFAN, DME, Mobility & Assistive Devices (Wheelchairs, Braces, Recovery Collars), with a secondary code of HLAMAFAF, Wound Care, Bandaging & Consumables (Dressings, Sutures, Staplers). Its NAICS code is 31599 and its SIC code is 2300.