LML SPORT

What LML SPORT does

LML SPORT (legal entity LML SPORT ApS, CVR DK-34604800) is a privately held Danish B2B wholesale distributor headquartered at Sverigesvej 12, 8700 Horsens, Denmark. Founded in the early 1970s and operating for over 50 years, the company specializes in equipment and supplies for swimming pools, water parks, and aquatic facilities. The catalog spans swimwear and footwear, swimming equipment and diving gear, water park and play equipment, pool furniture and accessories, water treatment and dosing systems, and sauna and spa equipment. It operates the BECO own-label sub-brand and is an authorized distributor in Denmark for international brands including Aquaglide (inflatable water parks), Splash About (including Happy Nappy swim diapers), Speedo, Malmsten, EOS Sauna, Aquasphere, and Bestway.

The company sells exclusively to business customers — municipal and public swimming halls, water parks and aquatic centers, holiday resorts and campsites, schools and sports halls, and other B2B resellers — and does not sell to private consumers. Orders are taken through a proprietary B2B webshop that requires customer login to display wholesale pricing, supplemented by regional field sales managers covering Jutland, Funen/Zealand, and the islands, plus a sales agent in Norway (Eirik Aksnes). Fulfillment combines warehouse stock (same-day dispatch on orders placed before 11:00 on business days) and direct-from-supplier drops, shipped via DSV and GLS with tiered packaging and shipping fees in DKK and free shipping above DKK 7,500 excluding VAT.

LML SPORT is co-owned by four individuals — Henry Kjær Andersen (CEO), Morten Poulsen (Office Manager), Torben Løwendahl (Sales Manager, Jylland), and Ole Aaby-Thiemer (Sales Manager, Fyn, Sjælland og øerne) — with no external institutional, private equity, or parent-company ownership. The company has roughly 10 permanent employees plus a small number of external consultants, including an Aquafitness instructor (Deedra Nielsen) and senior consultant Tom Bonde. Customers span Danish municipal facilities (Viborg Swimming Hall, Slotssøbadet Kolding, Billund Bad, Kildeskovshallen Gentofte, DGI Byen) and enterprise/water-park sites (Lalandia Rødby and Billund, Scandic The Reef, Legoland-area facilities, Lego House).

Name

LML SPORT

Legal name

LML SPORT ApS

Website

https://lml-sport.dk

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

LML SPORT is a privately held Danish B2B wholesale distributor of swimming pool, water park, and aquatic facility equipment, serving municipal swimming halls, water parks, schools, and holiday centers with own-label BECO products and authorized European brands.

Ownership category

akta.pro rank

Product category

Swimming Pool & Aquatic Equipment Wholesale

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Water Sports & Marine Recreation Gear Distribution (CRAOAJAD)

Keywords

• Wholesale swimming equipment
• Aquatic facility supplies
• Water park equipment
• Pool infrastructure products
• Professional swimwear distribution

Headquarters

HQ city

Horsens

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale equipment sales: B2B wholesale distribution of swimming pool equipment, water park equipment, bath clothing, and water treatment products to professional facilities. Prices only shown after B2B login registration. Orders fulfilled via warehouse stock or direct from supplier.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

LML SPORT is a Danish B2B wholesale distributor supplying swimming pools, water parks, sports halls, schools, holiday centers, and public facilities with a complete range of aquatic equipment. The offering spans swimwear, swim equipment, inflatable water park modules, pool furniture, lane ropes, starting blocks, water treatment systems, and sauna/spa installations, distributed under the company's own BECO label and authorized partnerships with Aquaglide, Splash About, Speedo, Malmsten, and EOS Sauna.

Product overview

LML SPORT is a B2B wholesale distributor of aquatic and swimming pool equipment serving public swimming pools, water parks, sports halls, schools, holiday centers, and camping sites. The company operates a modular product portfolio anchored by its own-label BECO brand alongside distributed international brands including Aquaglide (inflatable water parks), Splash About (swim diapers and swim floats), Speedo (competitive swimwear), BECO Sealife (marine-themed swim floats), Malmsten (pool equipment), EOS Sauna, Balliu Export, Metra, and Geschwender. The offering spans Badetøj & Fodtøj (swimwear and footwear), Svømmeudstyr & Dykning (swimming equipment and diving), Leg & Sport (play and sport, including Aquaglide water parks), Inventar & Rekvisitter (pool furniture and equipment), Vandbehandling & Teknik (water treatment), Sauna & Spa, and stock items with same-day dispatch. A dedicated BECO SHOP concept provides retail changing room and shop-in-shop solutions for swimming facilities.

Differentiator

Problem solved

Functional benefit

Brands

• BECO SHOP: A sub-brand/online shop operated by LML SPORT for BECO brand swimwear and aquatic products.

Products and services

• BECO Brand Swimwear & Aquatic Products LML SPORT's own-label brand of swimwear, beachwear, swim diapers, swim floats, UV-protective clothing, and sandals sold to professional swimming pools, water parks, sports halls, schools, and holiday centers for resale or facility use.
• Aquaglide Water Parks Complete line of inflatable water park modules, obstacle courses, water slides, trampolines, climbing walls, and springboards from Aquaglide, supplied to water parks, municipal pools, harbor baths, and open-water facilities with design consultation, installation, and maintenance services.
• Happy Nappy Swim Diapers (Splash About) Award-winning reusable swim diaper and swimwear product line by Splash About, designed to prevent fecal leakage in pools, supplied to swimming schools and aquatic facilities worldwide.
• Speedo Swimwear & Equipment Authorized distribution of Speedo competitive swimwear, training suits, and swim equipment for professional swimming facilities, swim clubs, and competitive programs.
• Malmsten Pool Equipment & Furniture Pool and spa furniture, lane ropes, starting blocks, diving boards, and poolside equipment from Malmsten, Balliu Export, and Metra supplied to professional swimming facilities.
• Water Treatment & Technique Systems (Jesco) Water treatment equipment, chemical dosing systems, and pool technique products from Jesco for professional pool water management and maintenance.
• Sauna & Spa Equipment (EOS Sauna) Sauna and spa equipment and accessories from EOS Sauna for professional wellness installations at aquatic facilities and resorts.
• BECO SHOP Retail Concept Shop-in-shop retail concept for swimming facilities, providing branded changing rooms, retail displays, and BECO-branded merchandise for on-site sale to swimmers, school groups, and facility visitors.
• Swim Equipment (Vests, Belts, Wings, Goggles) Distributed swim equipment category covering swim vests, swim belts, arm rings, goggles, and masks for children and adults in swimming training, water familiarization, and professional instruction programs.
• Stocked Warehouse Items with Same-Day Dispatch Service-tier offering of stocked inventory items with same-day or next-day dispatch for orders placed before 11:00 on business days, including free shipping above DKK 7,500 excluding VAT within Denmark.

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• AquaglidecoreChannel Partner/ Reseller/ DistributorExclusive authorized distributor of Aquaglide water park products in Denmark. Aquaglide is a world-leading supplier of inflatable water parks and aqua parks. LML SPORT offers design consultation, installation support, and maintenance services for Aquaglide installations.
• Splash AboutcoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Splash About swim diapers, swimwear, and safety products. Known for the Happy Nappy swim diaper series used by swimming schools worldwide.
• BECOcoreChannel Partner/ Reseller/ DistributorAuthorized distributor of BECO swimwear, swim vests, and water equipment. BECO is a Scandinavian brand offering bath clothing and swim equipment.
• SpeedocoreChannel Partner/ Reseller/ DistributorAuthorized distributor of Speedo swimwear and swim equipment for professional swimming facilities.
• MalmstenminorChannel Partner/ Reseller/ DistributorAuthorized distributor of Malmsten pool equipment and aquatic supplies for professional swimming facilities.
• BestwayminorChannel Partner/ Reseller/ DistributorDistributor of Bestway inflatable water park products and swimming equipment.
• EOS SaunaminorChannel Partner/ Reseller/ DistributorAuthorized distributor of EOS Sauna products for professional sauna and spa installations.
• AquasphereminorChannel Partner/ Reseller/ DistributorAuthorized distributor of Aquasphere swim goggles and swimming equipment.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• SCP Pool Corporation: Largest US specialty distributor of pool equipment, supplies and related outdoor living products to professional customers. Comparable to LML SPORT as a B2B pool/aquatic equipment wholesaler serving professional installers and commercial facilities, though at vastly larger scale and broader product range.
• AstralPool: European manufacturer and distributor of pool equipment, water treatment and pool installation products, owned by Fluidra. Comparable to LML SPORT's water treatment, pool equipment and installation categories across European professional markets.
• WhiteWater West Industries: Global designer and manufacturer of water park attractions, slides and aquatic play structures. Comparable to LML SPORT's Aquaglide water park business as a major supplier to commercial water parks and aquatic facilities, though operating at manufacturer level rather than as a regional distributor.
• Fluidra: Spanish-listed global pool and wellness equipment manufacturer and distributor with a broad portfolio across residential and commercial aquatic markets. Comparable as a vertically integrated supplier of pool equipment, water treatment and aquatic installations that competes with LML SPORT's product categories across Europe.

Direct peers

• Vortex Aquatic Structures International: Manufacturer and supplier of aquatic play structures, splash pads and water park features serving public pools, resorts and municipalities globally. Comparable to LML SPORT's water park and aquatic play equipment offerings for professional facilities.
• Pollet Pool Group: European B2B distributor of pool and spa equipment operating across multiple countries. Highly comparable to LML SPORT as a value-added pool equipment wholesaler serving professional installers, public pools and dealers in regional European markets.

Regional players

• Myrtha Pools: Italian manufacturer of modular stainless-steel pools for competition, public and aquatic facilities. Comparable to LML SPORT's pool equipment and facility supply business for public swimming halls, though Myrtha operates as a pool manufacturer rather than a multi-brand distributor.
• Pool Team Sweden: Swedish B2B supplier of pool and spa equipment to professional installers, public facilities and retailers in the Nordic region. Comparable to LML SPORT as a Nordic specialty wholesaler of aquatic equipment serving commercial customers in an adjacent geography.

Emerging players

• Waterplay Solutions: Designer and manufacturer of aquatic play products and water park features for commercial pools, resorts and municipalities. Overlaps with LML SPORT's Aquaglide water park equipment and aquatic play categories but typically serves larger municipal and resort projects.
• BECO Beermann: German manufacturer of swimwear, swim diapers and aquatic apparel sold both directly and through distributors including LML SPORT. Comparable because BECO is a distributed principal of LML SPORT and represents the same product category, while also operating its own direct-to-professional sales channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lml-sport

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 LML SPORT