Etelä-Suomen Liikunta ja Urheilu ry, ESLU

What Etelä-Suomen Liikunta ja Urheilu ry, ESLU does

Etelä-Suomen Liikunta ja Urheilu ry (ESLU) is a Finnish non-profit registered association (rekisteröity yhdistys, ry) founded in 1993 and headquartered at the Olympiastadion in Helsinki. It operates as one of 15 regional sports organizations (liikunnan aluejärjestöt) formally designated by the Finnish Ministry of Education and Culture (OKM), serving the Uusimaa region across 29 municipalities and approximately 3,500 sports clubs. The organization's purpose is to increase daily physical activity, support sports club vitality, and strengthen municipal sports services across the lifespan. In 2023, ESLU directly engaged 20,377 individuals through its programs; the 15 regional sports organizations combined reached 202,469 participants and reported approximately €16 million in collective turnover.

ESLU delivers its services through five life-stage-aligned program areas: Varhaisvuosien liikunta (early childhood, including the Jekku-jänö mascot and Pienten lasten liikuttajat network), Koulu- ja opiskeluvuosien liikunta (school-age, supporting Liikkuva koulu with 522 schools at 93% coverage and Harrastamisen Suomen malli), Aikuis- ja terveysliikunta (adult health, including Liikuntaneuvonta counseling and the Liikkujan Apteekki pharmacy concept), Seuratoiminta (sports club operations including the Tähtiseurat quality program, Seurabarometri research instrument, and Seura nuoren työnantajana employer training), and Työhyvinvointi (workplace wellbeing offerings including Hyvinvointinavigaattori assessments, InBody body-composition measurement, Luennot ja työpajat lectures, and the Break Pro break-exercise application). The organization employs approximately 10-16 staff members and does not develop proprietary software platforms or AI/ML systems; technology stack is a mix of third-party applications and standard operational tools.

Revenue is generated through a tri-stream model: (1) operational and project grants from OKM formalized via a 2025-2027 tavoiteasiakirja target agreement, (2) membership fees from affiliated sports clubs and federations, and (3) fee-based professional services (custom training, consulting) and event revenues, with many training programs provided free of charge as they are publicly funded. Strategic partners include the Finnish Olympic Committee (Suomen Olympiakomitea), UKK-instituutti (clinical guidelines), Ikäinstituutti (Voimaa vanhuuteen), Apteekkariliitto and Hengitysliitto (Liikkujan Apteekki), and Suomen Liikunnan Alueet ry (collective advocacy). Multiple multi-year development projects (Soveltavan liikunnan, Kaikille kuuluva seura, Lisää liikettä) are active in the 2025-2027 window alongside ongoing program delivery.

Name

Etelä-Suomen Liikunta ja Urheilu ry, ESLU

Legal name

Etelä-Suomen Liikunta ja Urheilu ry

Website

https://eslu.fi

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

ESLU is a Finnish government-designated regional sports non-profit serving 29 municipalities and approximately 3,500 sports clubs in the Uusimaa region. It delivers training, consulting, and physical activity promotion programs across early childhood, school-age, adult health, workplace, and elderly segments, funded primarily by Ministry of Education and Culture grants.

Ownership category

akta.pro rank

Product category

Regional Sports and Physical Activity Promotion Services

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162), Business Associations (813910)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF)

Keywords

• Regional sports promotion
• Physical activity consulting
• Sports club development
• Workplace wellbeing services
• Exercise counseling

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Government Grants (Opetus- ja kulttuuriministeriö): ESLU receives operational funding from the Ministry of Education and Culture (OKM) as one of Finland's 15 regional sports organizations. Funding is allocated through a target agreement (tavoiteasiakirja) between the regional sports organizations and OKM for 2025–2027. Additional project-based grants support specific initiatives such as the Lisää liikettä project.
2. Membership Fees: ESLU collects membership fees from sports clubs, national sports organizations, and other registered associations that promote physical activity, sports, and citizen wellbeing. Members are entitled to member benefits.
3. Training and Event Fees: ESLU organizes training sessions, workshops, and events for sports clubs, municipalities, and other organizations. Many training programs are provided free of charge as they are funded through government support, but certain events and services (e.g., custom training for clubs) may generate fee revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

ESLU is a Finnish non-profit regional sports organization (one of 15 nationwide) that provides training, consulting, and development services to sports clubs, municipalities, schools, kindergartens, workplaces, and healthcare partners to promote daily physical activity across all age groups — from early childhood through elderly populations. Its portfolio spans instructor training, sports club quality programs (Tähtiseurat), workplace wellbeing assessments, exercise counseling, body composition measurements, and regional implementation of national programs such as Liikkuva koulu and Harrastamisen Suomen malli.

Product overview

ESLU is a regional sports organization (one of Finland's 15 regional sports organizations) that offers a comprehensive portfolio of physical activity promotion services and programs. The organization operates as a multi-service provider rather than a single product, with offerings spanning early childhood movement programs (Varhaisvuosien liikunta), school-age physical activity (Kouluvuosien liikunta), adult and health sports (Aikuis- ja terveysliikunta), workplace wellbeing (Työhyvinvointi), and club support services (Seuratoiminta). Core services include exercise counseling (Liikuntaneuvonta), Liikkujan Apteekki pharmacy partnership program, Hyvinvointinavigaattori assessment tools, InBody body composition measurements, and the Break Pro break exercise application. The organization also implements national programs like Tähtiseurat quality program, Harrastamisen Suomen malli school hobby initiative, and operates development projects including Voimaa vanhuuteen for elderly, Soveltavan liikunnan kehittämishanke for adaptive sports, and Lisää liikettä for increasing youth movement. ESLU provides various training programs including Lasten Liike instructor training and Seura nuoren työnantajana employer training, distributed through multiple channels including the monthly Etelätuuli newsletter. The portfolio connects through shared target audiences across the lifespan and unified mission of increasing daily physical activity.

Differentiator

Problem solved

Functional benefit

Products and services

• Varhaisvuosien liikunta (Early Childhood Physical Activity Program) Program supporting physical activity for young children in early childhood education, offering seminars, training packages, and practical tools for increasing children's movement. Targeted at kindergartens, educators, and families.
• Koulu- ja opiskeluvuosien liikunta (School and Student Years Physical Activity) Support, training, assistance and coaching for promoting Liikkuva koulu (Active School) activities, targeting school-aged children and students with implementation of the Liikkuva koulu, Liikkuva opiskelu, and Välkkäri programs.
• Aikuis- ja terveysliikunta (Adult and Health Exercise) Regional expertise and promotion of physical activity for working-age and retired adults, focusing on promoting an active lifestyle and increasing physical movement, based on UKK-instituutti health exercise recommendations.
• Liikuntaneuvonta (Exercise Counseling) Exercise counseling services aimed at promoting individual wellbeing and health through physical activity, with personalized approaches based on individual needs, resources and goals.
• Liikkujan Apteekki (Exerciser's Pharmacy) A collaboration model between pharmacies and physical activity organizers that brings health exercise into pharmacy operations and customer consultation situations, based on UKK Institute recommendations.
• Seuratoiminta (Sports Club Operations Support) Club activity support including training, development, and consulting services for sports clubs, helping them meet increasing expectations in sports and physical activity across strategy, financial management, and volunteer coordination.
• Tähtiseurat – seurojen laatuohjelma (Quality Star Clubs Program) Quality program for sports clubs that awards star status to clubs demonstrating high-quality club operations, managed by Olympiakomitea with regional sports organizations (including ESLU) conducting audits.
• Harrastamisen Suomen malli (Finland's Hobby Model) Finnish model for hobby activities in schools, providing free hobbies during school days, coordinated by municipalities with sports club cooperation and ESLU regional implementation.
• Työhyvinvointi (Workplace Wellbeing Services) Comprehensive exercise services for workplaces and different types of movers, including workplace wellbeing programs, body composition measurements, lectures, workshops, and break exercise solutions.
• Suomen Aktiivisin Työpaikka -kartoitus (Finland's Most Active Workplace Assessment) Workplace physical activity assessment program that evaluates and develops employee wellbeing and physical activity levels in organizations.
• Hyvinvointinavigaattori™ (Wellbeing Navigator) Wellbeing navigator tool for assessing and guiding workplace wellbeing initiatives and employee health.
• InBody-kehonkoostumusmittaus (InBody Body Composition Measurement) Body composition measurement service using InBody technology to assess health metrics for individuals and workplaces.
• Voimaa vanhuuteen (Strength for Old Age Program) Program coordinated by Ikäinstituutti focusing on increasing opportunities for home-dwelling elderly with reduced functional capacity to move, participate and cope independently.
• Seurabarometri (Club Barometer Research Tool) Annual research instrument measuring sports club operations, strategy implementation, and club development needs across Finland.

Quantifiable outcome

• 202,469 participants in organizational activities (2023)
• +5 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Suomen Liikunnan Alueet ry (Finnish Sports Regions)coreStrategic or Co-development PartnerSuomen Liikunnan Alueet is the service organization of all 15 regional sports organizations. It supports ESLU and other regional organizations in advancing common interests, advocacy, and shared services. ESLU participates in the organization's board and collective initiatives.
• UKK-instituutti (UKK Institute)coreStrategic or Co-development PartnerESLU bases its physical activity recommendations and Liikkujan Apteekki program on UKK-instituutti's health exercise guidelines. The organization references UKK-instituutti's physical activity recommendations (including the Liikkumisen suositukset / movement recommendations) in its adult and elderly exercise programs.
• Suomen Olympiakomitea (Finnish Olympic Committee)coreStrategic or Co-development PartnerESLU collaborates with Olympiakomitea on sports club quality programs (Tähtiseurat), coach and instructor training, and the Liikkuvat-kokonaisuus (Active Programs) that include Liikkuva koulu, Liikkuva varhaiskasvatus, and Liikkuva opiskelu. Olympiakomitea coordinates national programs that ESLU implements at the regional level.
• Ikäinstituutti (Age Institute)coreStrategic or Co-development PartnerESLU participates in Ikäinstituutin's Voimaa vanhuuteen (Strength for Old Age) three-year development program in Länsi-Uusimaa. The program coordinates wellbeing areas, municipalities, and associations to improve physical activity among elderly with declining functional capacity. Ikäinstituutti has coordinated the program since 2005.
• Pääkaupunkiseudun urheiluakatemia URHEA (Helsinki Metropolitan Sports Academy)minorStrategic or Co-development PartnerURHEA is a regional sports academy in the Helsinki metropolitan area that provides elite athlete support. ESLU collaborates with URHEA as part of its network of sports organizations in Southern Finland.
• Suomen Apteekkariliitto (Finnish Pharmacists' Association)coreStrategic or Co-development PartnerESLU collaborates with Suomen Apteekkariliitto on the Liikkujan Apteekki (Exerciser's Pharmacy) concept, which integrates exercise counseling into pharmacy customer consultations. The program is also run with other regional sports organizations.
• Hengitysliitto (Respiratory Association)minorStrategic or Co-development PartnerHengitysliitto is a partner in the Liikkujan Apteekki concept along with Suomen Apteekkariliitto, Liikkuva aikuinen program, and regional sports organizations including ESLU.
• Suomen Valmentajat (Finnish Coaches Association)minorStrategic or Co-development PartnerESLU cooperates with Suomen Valmentajat in its club operations and network activities, contributing to coach and instructor development in the region.
• Länsi-Uudenmaan hyvinvointialue (Länsi-Uusimaa Wellbeing Services County)coreStrategic or Co-development PartnerESLU collaborates with Länsi-Uudenmaan hyvinvointialue in the Voimaa vanhuuteen development program targeting elderly physical activity. The partnership also supports broader municipal health promotion initiatives in the region.
• Kolmen kampuksen urheiluopisto (Three Campuses Sports Institute)minorStrategic or Co-development PartnerKolmen kampuksen urheiluopisto co-implements the Soveltavan liikunnan kehittämishanke (Adaptive Physical Activity Development Project) with ESLU, Espoo, Lohja, and Vantaa cities.
• Espoon, Vantaan ja Lohjan kaupungit (Cities of Espoo, Vantaa, and Lohja)coreStrategic or Co-development PartnerESLU collaborates with the cities of Espoo, Vantaa, and Lohja in the Soveltavan liikunnan kehittämishanke and broader municipal sports programming including Liikkuva koulu and Harrastamisen Suomen malli implementations.
• Seurat (Sports clubs in ESLUn region)coreStrategic or Co-development PartnerESLU works with approximately 3,500 sports clubs across 29 municipalities in its region. Clubs are the primary intermediaries through which ESLU delivers sports programming and training to end users. Clubs can become ESLU members and access consulting, training, and development support.
• Ihmisoikeusliitto, Seta, MonaliikuminorStrategic or Co-development PartnerExpert partners in the 'Kaikille kuuluva seura' (Inclusive Club) development project, which aims to strengthen sports clubs' equality and non-discrimination expertise in Uusimaa. The project runs from 1.8.2025 to 31.7.2027.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Kuntoliikuntaliitto ry: National Finnish association for recreational sports and fitness organizations, overlapping with ESLU's mission to promote physical activity at the population level. Comparable as a peer membership-based sport-for-all organization.
• Sport England: UK national body funding and coordinating sport and physical activity at regional/local level through a network of partners. Comparable in role to ESLU and the Finnish regional sports organization system, though at much larger scale and national scope.
• Suomen Olympiakomitea: National Olympic Committee that operates the Tähtiseurat quality program and Liikkuvat-kokonaisuus which ESLU implements regionally. Functions as ESLU's strategic national partner and partial upstream counterpart in club quality and active-program delivery.
• Suomen Liikunnan Alueet ry: National service organization for all 15 Finnish regional sports organizations, including ESLU. Directly comparable as the umbrella/coordination body that ESLU participates in and is governed by, with overlapping mandate to support regional sports promotion.

Direct peers

• Päijät-Hämeen Liikunta ja Urheilu ry: Regional sports organization in Päijät-Häme delivering the same Liikkuva koulu, club development, adult exercise, and workplace wellbeing services under the shared national framework. Directly comparable in mission and service mix.
• Länsi-Suomen Liikunta ja Urheilu ry (LiikU): Regional sports organization serving Western Finland with an identical operating model: OKM-funded, member-based association providing training and consulting to sports clubs, municipalities, and schools. Most direct structural peer to ESLU.
• Pohjois-Savon Liikunta ry: One of Finland's 15 regional sports organizations operating in North Savo with a directly comparable mandate: training, consulting, and physical-activity promotion for clubs, municipalities, schools, and workplaces under the OKM target agreement.
• Keski-Suomen Liikunta ry: Central Finland regional sports organization with the same OKM-designated role, club/municipal/school service portfolio, and member-club structure as ESLU. Comparable in mandate, scale, and funding mechanism.

Others

• Ikäinstituutti: Age Institute coordinating the Voimaa vanhuuteen development program in which ESLU's Länsi-Uusimaa area participates. Comparable as a program-coordinating nonprofit with which ESLU co-implements elderly physical activity initiatives.
• UKK-instituutti: National research and expert institute that provides the health-exercise guidelines underpinning ESLU's adult, elderly, and Liikkujan Apteekki programs. Closely adjacent as the knowledge/standards counterpart that ESLU implements at regional level.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EtelaSuomenLiikuntajaUrheilu
• LinkedInlinkedin.com/company/etela-suomen-liikunta-ja-urheilu
• Instagraminstagram.com/eslu.ry

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 Etelä-Suomen Liikunta ja Urheilu ry, ESLU