Ett slag av gangen

What Ett slag av gangen does

Ett slag av gangen (ESAG) is a Norwegian non-profit organization (ideell organisasjon) structured as a private limited company (Org.nr 832 053 902), founded in 2021 by Marianne Smith Magelie. The organization uses golf as a therapeutic and social rehabilitation tool, deploying the golf course as a "mastery arena" where participants with addiction, mental health challenges, criminal justice involvement, youth exclusion, or minority backgrounds can build routine, social belonging, and a structured pathway back to work or school. Activities are free for participants and delivered through a nationwide network of approximately 70 partner golf clubs post the 2025 merger with Hekta på golf, supported by 300+ volunteers contributing roughly 350,000 hours annually.

The organization's product portfolio includes the core ESAG program, the introductory "Veien til golf" course, structured training session PDFs (Range, Chipping, Putting, Strength), the ESAG UNG youth prevention pilot, regional tournaments across seven regions, and the "Veien tilbake" return-to-employment project. ESAG does not develop proprietary technology; its delivery model depends on human coaching at physical club locations, with Trener 1 coach certification delivered through Norges Golfforbund.

Revenue is generated entirely through philanthropic and public-sector channels: individual donations (Vipps, SMS, bank transfer; tiers 100–1,000 NOK; tax deduction available above 500 NOK annually), corporate donations and sponsorships (including Gjensidigestiftelsen and Sparebankstiftelsen DNB), and institutional grants from Stiftelsen Dam, Helsedirektoratet, Kriminalomsorgsdirektoratet, NAV, Konfliktrådet, Viken and Innlandet fylkeskommuner, and Oslo Kommune. Participant acquisition is referral-driven via NAV, Kriminalomsorgen, Frelsesarmeen, Kirkens Bymisjon, Blå Kors, A-Larm, Røde Kors, and Fontenehuset.

Name

Ett slag av gangen

Legal name

Ett slag av gangen AS

Website

https://ettslagavgangen.no

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Ett slag av gangen is a Norwegian non-profit that uses golf as a rehabilitation and social inclusion tool for people facing addiction, mental health challenges, criminal justice involvement, and youth exclusion, delivering free activities through a nationwide network of ~70 partner golf clubs and 300+ volunteers.

Ownership category

akta.pro rank

Product category

Social Rehabilitation Services

NAICS

Vocational Rehabilitation Services (62431), Sports and Recreation Instruction (611620)

SIC

Services-Social Services (8300), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Adventure Therapy & Therapeutic Wilderness Programs (THAAAOAG)

akta.pro secondary industry

Certification & Training Providers (Wilderness First Aid, Lifeguard, Guide Training) (THAAAOAF)

Keywords

• Golf rehabilitation programs
• Social inclusion services
• Community reintegration support
• Sports-based therapy
• Vulnerable population programs

Headquarters

HQ city

Oslo area (inferred)

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Individual donations (one-time and recurring): Individual donors contribute via Vipps, SMS, bank transfer, or credit card. Recurring monthly giving via AvtaleGiro or SMS is available. Tax deduction is offered for annual donations of 500 NOK or more.
2. Institutional grants and subsidies: ESAG receives funding from government bodies and foundations including Stiftelsen Dam (over 3 years), Helsedirektoratet, Kriminalomsorgsdirektoratet, Viken fylkeskommune, Innlandet Fylkeskommune, Oslo Kommune, and Sparebankstiftelsen DNB. These grants fund specific projects and operational activities.
3. Corporate donations and sponsorships: Corporate partners contribute financially to support participants' golf activities, equipment, and operational costs. Donation tiers target corporate givers (100–1000 NOK or custom amounts). Partners include Gjensidigestiftelsen and Sparebankstiftelsen DNB.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Ett slag av gangen (ESAG) delivers a free, golf-based rehabilitation and social inclusion program for people in vulnerable life situations (addiction, mental health challenges, criminal justice involvement, youth at risk, minorities). Activities, coaching, and equipment are provided at approximately 70 partner golf clubs across Norway, with structured training materials, an introductory course (Veien til golf), a youth program (ESAG UNG), regional tournaments, and an employment reintegration project (Veien tilbake). Participants are referred by municipal, criminal justice, and social service partners and receive the program at no cost.

Product overview

Ett slag av gangen (ESAG) is a nonprofit organization operating primarily as a service/charity rather than a technology product company. The organization's core offering is a golf-based rehabilitation and inclusion program that uses golf courses as arenas for people in vulnerable life situations. The main product portfolio includes the core ESAG program, the 'Veien til golf' (Road to Golf) introductory course, structured training session materials (Range, Chipping, Putting, Strength), the ESAG UNG youth prevention program, regional tournaments across Norway, and the 'Veien tilbake' (Way Back) employment support project. The organization collaborates with approximately 70 golf clubs nationwide and works with partners including NAV, Kriminalomsorgen (Norwegian Correctional Service), and various rehabilitation organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• Ett slag av gangen (ESAG) Core Program The flagship golf-based rehabilitation and inclusion program offering free golf activities, coaching, and social community at approximately 70 partner golf clubs across Norway, targeting people with addiction, mental health challenges, criminal justice involvement, youth at risk, and minorities.
• Veien til golf (The Road to Golf) A mandatory basic course that participants must complete before playing on the course, covering fundamental golf skills and introducing participants to the sport and community.
• ESAG Treningsøkter (Training Sessions) Structured training session PDFs and programs covering Range, Chipping, Putting, and Strength exercises, designed for participants in the ESAG rehabilitation program and used by club coaches.
• ESAG UNG (Youth Program) A pilot project targeting youth in Innlandet and Oslo, focusing on prevention of substance abuse, criminality, exclusion, and mental health issues among young people, using golf as a tool for engagement and inclusion.
• Regionale Turneringer (Regional Tournaments) Regional tournaments organized across Norway in various regions (Øst, Innlandet, Viken Vest, Sør Øst, Sør Vest, Nord Vest) to foster community and friendly competition among participants from different golf clubs.
• Veien tilbake (The Way Back) A project focused on helping people return to work or school through golf-based rehabilitation, coaching, and support, supported by Stiftelsen Dam stimulation funds.

Quantifiable outcome

• 91% of participants would recommend the program (2025 user survey by Oslo Economics)
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, significant and minor.

• Hekta på golfcoreStrategic or Co-development Partner · 1 January 2025From January 2025, Hekta på golf merged into ESAG. Hekta på golf brings 15 additional golf clubs and its team (Johan Tanum and Marte Tandberg). The merger creates a unified national network of ~70 golf clubs. Hekta på golf will complete existing obligations through end of 2026, with all clubs transitioning to ESAG from 2027.
• Kriminalomsorgsdirektoratet (Norwegian Correctional Service Directorate)coreStrategic or Co-development PartnerKriminalomsorgsdirektoratet collaborates with ESAG to bring inmates and released individuals into golf activities as a rehabilitation tool. Director Lise Sannerud has publicly praised ESAG's work.
• NAV (Norwegian Labour and Welfare Administration)coreStrategic or Co-development PartnerNAV provides funding for activation and work training through ESAG's partner golf clubs, and refers participants from welfare programs.
• Røde Kors (Red Cross Norway)significantStrategic or Co-development PartnerESAG has established a cooperation with Oslo Røde Kors Nettverk etter soning (Red Cross Norway Network After Imprisonment) to facilitate golf for the target group as part of reintegration into normal daily life.
• A-LarmsignificantStrategic or Co-development PartnerA-Larm is a national user and family organization in the drug field. It has a national agreement with ESAG; A-Larm employees follow participants through the program and act as coaches in partner golf clubs.
• Frelsesarmeen (The Salvation Army)significantStrategic or Co-development PartnerFrelsesarmeen refers participants from its after-care and rehabilitation programs. In some locations (e.g., Sandvika), Frelsesarmeen staff have launched golf groups in cooperation with ESAG.
• Kirkens Bymisjon (Church City Mission)significantStrategic or Co-development PartnerKirkens Bymisjon is an open and inclusive non-profit organization working with people struggling in various ways. It refers participants and provides after-care in cooperation with ESAG.
• Blå Kors (Blue Cross Norway)minorStrategic or Co-development PartnerBlå Kors works with people affected by addiction. It refers participants to ESAG golf activities in locations such as Ålesund.
• Inkludering Norge (Inclusion Norway)minorStrategic or Co-development PartnerInkludering Norge facilitates adaptation to Norwegian society for people with immigrant backgrounds, using golf in its work and offering work training and employment.
• Norges Golfforbund (Norwegian Golf Federation)coreStrategic or Co-development PartnerMarianne Smith Magelie served as Vice President of Norges Golfforbund. ESAG offers free Trener 1 coaching courses via the Federation for its participants.
• Fontenehuset (The Lighthouse)significantStrategic or Co-development PartnerFontenehuset refers participants from its supported employment program. Present in multiple locations including Ålesund and Oslo region.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Fotballstiftelsen: Norwegian football-based social inclusion foundation co-founded by ESAG's founder Marianne Smith Magelie. Uses football as a 'mastery arena' for vulnerable populations, following the same conceptual model as ESAG but in a different sport.
• PeacePlayers International: Uses basketball to unite and educate children divided by conflict. Comparable to ESAG in using sport as a bridge for social inclusion and structured personal development, with a similar volunteer-led delivery model.
• The First Tee: US-based youth development organization that uses golf to build character, life skills, and inclusion among young people. Operates a similar sport-as-tool-for-social-impact model through a national network of golf facilities, with identical pedagogical underpinnings to ESAG.
• Sport dans la Ville: France's leading sport-based social inclusion program, supporting youth from disadvantaged neighborhoods through sports-based mentoring. Highly comparable to ESAG in target population, mentorship model, and community-led intervention framework.
• Gatelag (Norwegian Football Federation): Norges Fotballforbund's street football program that brings organized football to people in vulnerable life situations. Closely mirrors ESAG's approach in football: a low-threshold, community-based sport activity for social inclusion and rehabilitation.
• Street Football Worldwide: Global network of 90+ organizations using football for social change in 60+ countries. Directly comparable to ESAG in mission (sport for social inclusion and rehabilitation), target population (vulnerable youth), and beneficiary outcomes, though at much larger scale.
• Hekta på golf: Norwegian golf-based social inclusion program that merged into ESAG from January 2025, bringing 15 golf clubs. Operated the same model of using golf as a rehabilitation and inclusion tool for vulnerable groups, and was ESAG's only direct Norwegian counterpart before consolidation.

Broad incumbents

• Right To Play: Global organization using sport and play to educate and empower children facing adversity. Larger, internationally established peer in the sport-for-development category with a similar conceptual model but broader geographic scope and program portfolio.
• The Prince's Trust: UK youth charity helping 11-30 year-olds into education, training, and employment. Comparable to ESAG in its return-to-work/school outcomes mission for vulnerable populations, though not sport-specific.

Others

• Blue Cross Norway (Blå Kors): Norwegian addiction-services NGO that refers participants to ESAG programs. Not a direct peer in sport delivery, but a partner in the same addiction-rehabilitation value chain and a comparable Norwegian nonprofit organization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ett-slag-av-gangen

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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