AGF Swimming
AGF Svømning 1880 is a Danish non-profit swimming club serving over 1,340 members across 132 teams in Aarhus, offering programs from baby swimming through elite competition, adult instruction, family swimming, summer camps, and lifeguard certification at three facilities.
- Company typePrivate
- Founded1880
- HeadquartersAarhus, Denmark
- Headcount1–10
- GTM typeB2C
- OfferingServices
What AGF Swimming does
AGF Svømning 1880 is a non-profit Danish sports association (forening) founded in 1880, operating as one of Denmark's largest swimming clubs with over 1,340 members distributed across 132 teams. The club delivers a comprehensive, vertically integrated swimming program spanning baby swimming (minimum 8 weeks from due date) through a structured swim school with named levels (Rødhajer, Blåhajer, Hammerhajer, Tigerhajer, Hvidhajer, Hvalhajer) into elite competitive teams (AGF1, AGF2, AGF3, AGF4, AGF Sprint, AGF Talent, AGF Masters). Beyond competitive swimming, the club offers adult instruction (How2Crawl, Beginners, Continuation), family swimming, fitness swimming (Motionssvømning), English-language classes for non-Danish speakers, summer camps (REMA 1000 Aqua Camp and DGI Ocean Rescue Camp), and safety certification tests (sikkerhedsprøver) conducted approximately 25 times per year.
The organization's entire digital infrastructure runs on the Holdsport platform, which provides the website, member administration, payment processing (over 114% of payments are handled through Holdsport), team communications, and is integrated with Billy accounting. Training is delivered at three physical facilities in the Aarhus area: Gellerupbadet (home of the 33-degree warm teaching pool for baby swimming), Aarhus Svømmestadion (primary competitive training facility), and Søndervangskolen (25-meter pool for children and youth teams). The club operates a community-led go-to-market motion with self-service enrollment via Holdsport, relying on word-of-mouth referrals, the AGF family brand, Facebook, and seasonal enrollment windows (June 12 for the fall season).
The business model is subscription-based for membership fees (seasonal, paid in two installments in June and December), with one-time fees for camps and unit pricing (400 kr including VAT) for safety certification tests. Pricing varies by program tier, ranging from 225 kr (Family Fitness) to 1,600 kr (AGF Talent) per season. Strategic partnerships span ESAA/Team Danmark/DIF for elite athlete development, DGI and Aarhus 1900 for camp programs, REMA 1000 for camp sponsorship, and Holdsport for core technology. The club has produced multiple Danish National Record holders and integrates with the ESAA dual-career program enabling elite athletes to combine education at partner institutions (Risskov Gymnasium, Marselisborg Gymnasium, Aarhus Business College, Viby HF, Aarhus Tech) with elite training.
AGF Swimming firmographics
Firmographics- Name
- AGF Swimming
- Legal name
- AGF Svømning 1880
- Website
- https://agf-swimteam.dk
- Company type
- Private
- Founded year
- 1880
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AGF Svømning 1880 is a Danish non-profit swimming club serving over 1,340 members across 132 teams in Aarhus, offering programs from baby swimming through elite competition, adult instruction, family swimming, summer camps, and lifeguard certification at three facilities.
- Ownership category
- akta.pro rank
AGF Swimming industry classification
Industry- Product category
- Swimming Club Services
- NAICS
- Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF)
- akta.pro secondary industry
- Aqua Fitness Classes (HSADABAL)
Keywords
Where AGF Swimming is headquartered
LocationHeadquarters
- HQ city
- Aarhus
- HQ country
- Denmark
- HQ region
- Europe
Offices4 records
Markets served
AGF Swimming business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Membership Fees: Seasonal membership fees collected per member through Holdsport platform. Fees vary by program type (baby swimming, children's swimming schools, competitive teams, masters, family swimming, etc.). Two payment installments per season (June and December).
- Camp Programs: Revenue from REMA 1000 Aqua Camp and DGI Ocean Rescue Camp registrations. Camps run during summer weeks 27, 28, and 32.
- Safety Certification Tests: Fee-based safety certification tests (sikkerhedsprøver) for non-Aarhus-based organizations and individuals not affiliated with approved associations: 400 kr including VAT per test.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Baby Swimming - For infants minimum 8 weeks from due date, taught in 33-degree warm pool |
| Subscription | Annual | Tumlingehold - Toddler swimming transition program (1-2 years with parent) |
| Subscription | Annual | Rødhajer with one parent - First independent swimming experience with parental involvement |
| Subscription | Annual | Rødhajer - Beginner level (ages 4-5) without parents |
| Subscription | Annual | Blåhajer - Intermediate level (ages 5-7) developing crawl and backstroke |
| Subscription | Annual | Hammerhajer - Intermediate level (ages 6-8) with breaststroke and butterfly introduction |
| Subscription | Annual | Tigerhajer - Advanced level (ages 7-10) with focus on all four strokes and lifesaving |
| Subscription | Annual | Hvidhajer - Advanced level (ages 9-12) mastering all strokes and diving |
| Subscription | Annual | Hvalhajer - Youth level (ages 12-15) at same standard as Hvidhajer |
| Subscription | Annual | Sharks - Youth social swimming (ages 11-17) with water polo and lifesaving |
| Subscription | Annual | AGF Talent - First competitive team (ages 2007-2013) |
| Subscription | Annual | AGF Masters - Competitive swimming for adults 18+, serious training 3x weekly |
| Subscription | Annual | AGF Masters - Competitive swimming for adults 18+ |
| Subscription | Annual | Adult Beginners - Swimming from scratch for adults 18+ |
| Subscription | Annual | How2Crawl - Technical crawl improvement for adults |
| Subscription | Annual | Adult Continuation - For adults who can swim multiple strokes |
| Subscription | Annual | Motionssvømning - Fitness swimming, 1 day per week |
| Subscription | Annual | Motionssvømning - Fitness swimming, 2 days per week |
| Subscription | Annual | Family Motion - Swimming together at reduced price, no instruction |
| Subscription | Annual | Family Swimming - Family swimming with individual instruction |
| Subscription | Annual | AGF Sprint - Senior competitive team, side team to AGF1 |
| Subscription | Annual | AGF1 - Club's best team, junior and senior swimmers |
| Subscription | Annual | English Beginner - Swimming class taught in English for non-Danish speakers (ages 4-7) |
| Subscription | Annual | English Advanced - Swimming class taught in English for non-Danish speakers (ages 6-10) |
| Subscription | Annual | Student Swimming - Social swimming for students and non-students |
| One time/ perpetual license | Pay-as-you-go | REMA 1000 Aqua Camp - Summer camp (ages 6-12), weeks 27, 28, 32 |
| One time/ perpetual license | Pay-as-you-go | DGI Ocean Rescue Camp - Lifesaving camp (ages 8-17), Basic and Advanced levels |
| Unit Pricing | Pay-as-you-go | Safety Certification Test - For organizations outside Aarhus or non-approved associations |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
AGF Swimming product offering
Product offeringCore offering
AGF Swimming (AGF Svømning 1880) is a member-owned Danish sports association that delivers swimming instruction and competitive swim training across all ages and skill levels, from infant water acclimation and progressive swim school levels (Rødhajer to Hvalhajer) through seven competitive squads (AGF Talent through AGF1), adult and family programs, English-language classes, and lifeguard safety certification tests. Services are sold primarily as annual seasonal memberships paid in two installments, with separate one-time fees for summer Aqua and Ocean Rescue camps and unit-priced safety tests.
Product overview
AGF Swimming is a comprehensive swimming club offering a tiered competitive team structure (AGF1, AGF2, AGF3, AGF4, AGF Talent, AGF Masters, AGF Sprint) alongside an extensive swimming school with progressive levels (Rødhajer, Blåhajer, Hammerhajer, Tigerhajer, Hvidhajer, Hvalhajer). The club operates seasonal programs including Aqua Camp and Ocean Rescue Camp, plus adult instruction (How2Crawl, Beginners, Continuation), family swimming, baby swimming, and lifeguard certification tests. The club is powered by Holdsport for member management and administration.
Differentiator
Problem solved
Functional benefit
Brands
- Aqua Camp: Summer activity camps for children aged 6-12 offering water activities, games, and swimming instruction in weeks 27, 28, and 32. Sponsored by REMA 1000.
- Ocean Rescue Camp
Products and services
- Swimming School Programs (Rødhajer, Blåhajer, Hammerhajer, Tigerhajer, Hvidhajer, Hvalhajer, Sharks) Progressive swim instruction program for children and youth aged 4-17, taught in six named shark-themed skill levels from beginner (Rødhajer) through advanced (Hvalhajer) plus a Sharks social-youth stream, covering all four strokes, water safety, and lifesaving.
- AGF1 Competitive Team Elite first competitive team for junior and senior swimmers training 8-9 times per week with supplementary fitness and strength, with members required to meet national championship qualifying times.
- AGF Sprint Competitive Team Satellite team to AGF1 for senior swimmers meeting qualifying times for regional championships, focused on 50m and 100m events with up to 8 training sessions per week.
- AGF2 Competitive Team Second-tier competition team for older age-group swimmers and juniors, training 6-8 times per week with supplementary fitness and strength training.
- AGF3 Competitive Team Third-tier competition team primarily for age-group swimmers and older junior swimmers, training 4-6 times per week including fitness and strength training.
- AGF4 Competitive Team Fourth-tier competition team for older children's swimmers (girls 10-11, boys 11-12), training 3-4 times per week with supplementary fitness activities.
- AGF Talent Competitive Team Club's first competitive team serving as the entry point to competitive swimming for swimmers born 2007-2013, with 2-3 training sessions per week plus fitness, motor skills, and social focus.
- AGF Masters Competitive Team Adult competitive swimming team for swimmers 18+ pursuing serious training in a social community, with 3 weekly training sessions at Aarhus Svømmestadion and approximately 4 competitions per year.
- Baby Swimming Water familiarization program for infants minimum 8 weeks from due date, taught in a 33-degree warm pool to develop movement patterns and motor skills through play with parental participation.
- Adult Swimming Programs (How2Crawl, Beginners, Continuation, Motionssvømning) Adult swim instruction and fitness programs including adult beginner lessons from scratch (18+), technical crawl improvement for triathletes and other adults (How2Crawl), continuation classes for adults who can swim multiple strokes, and fitness swimming (Motionssvømning) at 1 or 2 days per week.
- Family Swimming Programs (Family Motion, Family Swimming) Family swimming offerings including reduced-price family fitness swimming with lifeguards (no instruction) and family swimming sessions with individual instruction adapted to each member's level for ages 4+.
- English Swimming Classes (Beginner and Advanced) Swimming instruction taught entirely in English for non-Danish speakers, with Beginner (ages 4-7) and Advanced (ages 6-10) levels offered at Aarhus Svømmestadion.
- REMA 1000 Aqua Camp Active summer day camp for swimmers ages 6-12 with water activities, games, technique training, and lifesaving, run during weeks 27, 28, and 32 from 9:00-15:00 with optional before/after care; sponsored by REMA 1000.
- DGI Ocean Rescue Camp Lifesaving summer camp for children and youth aged 8-17 teaching coastal lifesaving, first aid, and open-water safety through play and action activities, offered in Basic and Advanced levels and run in partnership with DGI and Aarhus 1900.
- Safety Certification Tests (Sikkerhedsprøver) Lifeguard safety certification tests administered approximately 25 times per year at Aarhus Svømmestadion, offering both large and small certificates for municipal swimming facilities, at 400 kr including VAT per test, available to organizations and individuals outside Aarhus or unaffiliated with approved associations.
Quantifiable outcome
- Multiple Danish National Records held by club swimmers in both short course and long course swimming
- +2 more outcomes
Companies that use AGF Swimming
Customer profileNamed customers1 record
Segments23 records
Ideal customer profiles4 records
AGF Swimming technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AGF Swimming partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core, major and minor.
- HoldsportcoreHoldsport provides the club's website, member administration, payment processing, and communication platform. Over 114% of payments are handled through Holdsport, and the platform includes Billy accounting integration. The club's entire digital infrastructure runs on Holdsport.
- ESAA (Elite Sport Aarhus)corePartnership with local clubs, educational institutions (Risskov Gymnasium, Marselisborg Gymnasium, Aarhus Business College, Viby HF, Aarhus Tech), Team Danmark, and DIF for dual career support enabling athletes to combine education with elite sport training. ESAA coordinator and ESAA coach position held at the club.
- Team DanmarkcoreNational sports federation partner through ESAA providing support for elite athlete development and dual career program.
- DIF (Danmarks Idrætsforbund)coreNational sports federation partner through ESAA providing framework for elite sport development and athlete support.
- DGI (Danmarks Gymnastikforeninger)majorPartnership with DGI for Ocean Rescue Camp program delivery, providing coastal lifesaving education framework and camp certification.
- Aarhus 1900majorCo-organizer of DGI Ocean Rescue Camp together with AGF Swimming, bringing additional expertise to coastal lifesaving programs.
- REMA 1000majorSponsor of Aqua Camp summer program. REMA 1000 branding on Aqua Camp providing marketing support and visibility in exchange for association with youth sports program.
- AU Elitesport (Aarhus University Elite Sport)coreSupport scheme helping elite athletes complete education alongside sports careers through advisory services, study administration help, personal support schemes, and access to training facilities.
- Risskov GymnasiumminorEducational institution partner in ESAA dual career program offering talent classes for grades 8-10.
- Marselisborg GymnasiumminorEducational institution partner in ESAA dual career program for upper secondary education.
- Aarhus Business CollegeminorEducational institution partner in ESAA dual career program for business education.
- Viby HFminorEducational institution partner in ESAA dual career program for higher preparatory examination.
- Aarhus TechminorEducational institution partner in ESAA dual career program for technical education.
- RundhøjskolenminorSchool partner in ESAA talent classes for grades 8-10.
- EllevangskolenminorSchool partner in ESAA talent classes for grades 8-10.
- SwimkingminorEquipment supplier partnership for swimwear, swimming equipment, and swimming caps. Club has established collaboration with Swimking for member discounts on swimming gear.
- HummelminorClub clothing supplier through Holdsport webshop for AGF branded apparel including swimwear and club merchandise.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
AGF Swimming competitors and assessment
Company assessmentDirect peers
- VejleSvømningen: Jutland-based swimming club combining learn-to-swim, youth competitive, and masters squads with municipal-facility access — comparable scale and operating model to AGF Swimming.
- Hermes Svømmeklub: Copenhagen-based swimming club operating swim school, age-group competitive teams, and masters; uses the same Holdsport-style platform ecosystem and offers the same tiered progression AGF Swimming does.
- Gentofte Svømmeklub: Well-established Greater Copenhagen swimming club running instructional and competitive squads with strong historical traditions — similar community-club positioning to AGF Swimming.
- Sigma Swim: One of Denmark's leading competitive swimming clubs, based in Birkerød, offering both elite competitive teams and learn-to-swim pathways — directly comparable in mission and product set to AGF Swimming.
- Aalborg Svømmeklub: Large multi-program Danish swimming club operating swim school, competitive teams, and masters programs in northern Jutland — runs a comparable tiered structure to AGF Swimming.
- Hovedstadens Svømmeklub (HSK): Copenhagen-area swimming club with learn-to-swim school and competitive teams at multiple levels — geographically distinct but same combination of instruction, competition, and family programming as AGF Swimming.
- Svømmeklubben MK31: Middelfart-area Danish swimming club providing progressive swim school (Plask, Crawl, etc.), competitive teams, and water polo — directly comparable in structure and target customer to AGF Swimming.
Others
- DGI Svømning: National Danish gymnastics and sports association that delivers the Ocean Rescue Camp framework with AGF Swimming. An enabler/federation in the same aquatics space rather than a competing member club.
- Aarhus 1900: Aarhus-based multi-sport club that co-organises the DGI Ocean Rescue Camp with AGF Swimming. Not a direct swimming competitor but a local partner/clubs analogous in multi-sport community scope.
Broad incumbents
- Fitness World (Aarhus): Large Danish fitness chain providing general aquatics, swim lessons, and motion swimming in Aarhus. Not a competitive club but competes for the same family/adult aquatic dollar at a broader scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
AGF Swimming social profiles
Digital presenceAGF Swimming financial estimates
Financial estimateRevenue estimate
Valuation estimate
AGF Swimming leadership team
Management profileNumber of profiles
Profiles14 records
AGF Swimming funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AGF Swimming 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 AGF Swimming
What does AGF Swimming do?
AGF Swimming (AGF Svømning 1880) is a member-owned Danish sports association that delivers swimming instruction and competitive swim training across all ages and skill levels, from infant water acclimation and progressive swim school levels (Rødhajer to Hvalhajer) through seven competitive squads (AGF Talent through AGF1), adult and family programs, English-language classes, and lifeguard safety certification tests. Services are sold primarily as annual seasonal memberships paid in two installments, with separate one-time fees for summer Aqua and Ocean Rescue camps and unit-priced safety tests.
Is AGF Swimming a public or private company?
AGF Swimming is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was AGF Swimming founded?
AGF Swimming was founded in 1880. It employs 1 to 10 people.
Where is AGF Swimming based?
AGF Swimming is headquartered in Aarhus, Denmark, in the Europe region.
How does AGF Swimming make money?
Three revenue lines are on record. Membership Fees are the primary driver. The others are camp Programs and safety Certification Tests.
Who are AGF Swimming's main competitors?
Direct peers on record are VejleSvømningen, Hermes Svømmeklub, Gentofte Svømmeklub, Sigma Swim, Aalborg Svømmeklub, Hovedstadens Svømmeklub (HSK) and Svømmeklubben MK31. Others are DGI Svømning and Aarhus 1900. Fitness World (Aarhus) is listed as a broad incumbent.
Does AGF Swimming have an API?
No public API is recorded for AGF Swimming.
What industry is AGF Swimming in?
AGF Swimming's product category is Swimming Club Services. Its primary akta.pro industry code is EDALAIAF, Aquatics Programs (Pools, Swim Lessons, Lifeguarding), with a secondary code of HSADABAL, Aqua Fitness Classes. Its NAICS code is 713940 and its SIC code is 7997.