Naturfreunde Österreich

What Naturfreunde Österreich does

Naturfreunde Österreich is a Vienna-headquartered, non-profit membership association (Verein, founded 1895) that operates as Austria's largest leisure and nature conservation organization, serving approximately 160,000 members across 460 local groups and nine state organizations. Its core offering is a bundled annual membership (€28–€117 depending on tier) that includes free leisure accident and liability insurance, discounted access to 130+ mountain huts and 100+ climbing and bouldering halls, member-priced travel packages, and course discounts through the Naturfreunde Akademie. The organization is supported by ~9,500 active volunteers contributing approximately 2 million hours of work annually, and receives a federal subsidy under BSFG 2013.

The organization's commercial footprint extends beyond membership into a wholly-owned travel agency (Naturfreunde Reiseb\u00fcro & Freizeitbetriebe GmbH), an education and instructor certification division (Naturfreunde Akademie), a youth wing (Naturfreundejugend), and over 5,000 km of volunteer-maintained hiking trails. Its digital platform — the Tourenportal — offers approximately 600,000 outdoor route suggestions with offline saving and self-planning capabilities, and is part of Europe's largest outdoor platform. The membership database (Sonnline) is shared jointly across the federal, state, and local entities under GDPR Art. 26. Revenue is generated through membership dues, travel package sales, webshop merchandise, academy course fees, climbing hall entry, and hut accommodation, with reciprocal pricing agreements extending benefits to members of other alpine associations. Growth is driven by digital platform expansion, brand partnerships (15+ consumer brands offering 10–30% member discounts), and deepening institutional partnerships with insurance providers (Wiener Städtische, Europäische Reiseversicherung) and the Austrian Federal Forests (Österreichische Bundesforsten).

Name

Naturfreunde Österreich

Legal name

Naturfreunde Bundesorganisation Österreich

Website

https://naturfreunde.at

Company type

Private

Founded year

1895

Operating status

Operating

Headcount range

11–50 employees

Short description

Naturfreunde Österreich is a Vienna-based non-profit association (founded 1895) serving 160,000+ members across Austria with bundled outdoor recreation services: 130+ mountain huts, 100+ climbing halls, 5,000+ km of trails, an Akademie, and a travel agency, all tied to annual membership that includes insurance.

Ownership category

akta.pro rank

Product category

Outdoor Recreation & Leisure Services

NAICS

Traveler Accommodation (7211), Skiing Facilities (713920), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Membership Sports & Recreation Clubs (7997), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Mountain & Alpine Lodges (THAGAIAE)

akta.pro secondary industries

Adventure/Outdoor Base Hostels (Ski/Surf/Trek) (THAGAGAG), Mountain & Wilderness Lodges (THAAAHAE), Winter Adventure Experiences (Ski Touring, Snowshoeing, Dog Sledding) (THAJABAH)

Keywords

• Outdoor recreation services
• Alpine club membership
• Mountaineering and hiking
• Nature conservation association
• Adventure travel packages

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership fees provide the primary recurring revenue stream. Fees range from €28 (children/youth) to €117 (family) per calendar year, with reduced rates at €43 for partners, students, and people with disabilities.
2. Travel Agency Services: Naturfreunde Reisebüro & Freizeitbetriebe GmbH sells group travel packages, adventure holidays, hiking tours, and cultural trips to members and the public. Revenue is generated through package pricing with member discounts. The company operates from the same Vienna address and shares membership data to verify member status.
3. Retail / Webshop Sales: Sale of outdoor equipment, apparel, books, maps, calendars, and Naturfreunde-branded merchandise through the online shop (shop.naturfreunde.at) and physical shop locations.
4. Academy Course Fees: The Naturfreunde Akademie generates revenue through fees for outdoor instructor training, skills courses (climbing, skiing, kayaking, mountain biking, first aid), and certification programs. Prices vary by course type and duration.
5. Hut Accommodation: Revenue from overnight stays at 130+ mountain huts and houses across Austria, with discounted rates for members of alpine associations under reciprocal agreements.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Naturfreunde Österreich is a non-profit membership association that sells annual memberships giving access to a network of about 130 mountain huts, 100+ climbing and bouldering halls, and 5,000+ km of maintained hiking trails across Austria. Revenue is generated through membership dues, in-house travel packages (Naturfreunde Reisebüro), academy training courses, hut and climbing-hall accommodation, branded merchandise, and bundled accident and liability insurance delivered in partnership with Wiener Städtische Versicherung.

Product overview

Naturfreunde Österreich is a leisure and nature conservation organization offering a comprehensive portfolio of outdoor recreation products and services. The core offering centers on physical infrastructure: approximately 130 mountain huts and over 80 climbing/bouldering halls across Austria, supported by a Tourenportal with around 600,000 digital route suggestions. The organization operates the Naturfreunde Akademie for instructor and leader training, the Naturfreunde Reisebüro for group travel bookings, and provides bundled membership including automatic accident and liability insurance. Additional offerings include a Webshop, the quarterly Magazin Naturfreund magazine, a Freizeitpartnerbörse matching platform, and specialized divisions for whitewater sports (Wildwasserzentrum Wildalpen), snow sports (Bundeslehrkader), photography, youth programs (Naturfreundejugend), and environmental advocacy (Umwelt- & Naturschutz). Local delivery is organized through approximately 460 Ortsgruppen (local chapters). The portfolio is coordinated as a unified membership-based organization rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Naturfreunde Reisebüro: Travel agency specializing in nature-based travel experiences and outdoor adventure tours
• Naturfreunde Akademie
• Naturfreundejugend
• Tourenportal
• Magazin Naturfreund

Products and services

• Naturfreunde Mitgliedschaft (Membership) Annual membership subscription (€28–€117/year) covering individuals, families, students, and youth that bundles accident and liability insurance, discounted hut and climbing-hall access, course and travel discounts, and member-only benefits. For Austrian individuals and families seeking affordable outdoor recreation.
• Naturfreunde Hütten & Häuser (Mountain Huts & Houses) Network of approximately 130 mountain huts and accommodation houses across Austria offering overnight stays, meals, and alpine accommodation for hikers and climbers, with reciprocal pricing for members of affiliated alpine associations.
• Kletter- und Boulderhallen (Climbing & Bouldering Halls) Over 80 indoor climbing and bouldering facilities operated across Austria providing training, courses, and climbing opportunities for members and visitors, with reduced entry fees for members.
• Tourenportal (Tour Portal) Digital platform offering approximately 600,000 tour suggestions with offline route saving and self-planning capabilities, available as web and mobile app, part of Europe's largest outdoor platform.
• Naturfreunde Akademie (Academy) Education and training division offering courses and certifications for instructors and exercise leaders in outdoor sports (climbing, skiing, kayaking, mountain biking, first aid), operating training centers and issuing qualifications.
• Naturfreunde Reisebüro & Freizeitbetriebe GmbH (Travel Agency) Full-service in-house travel agency specializing in outdoor recreation trips, hiking tours, cultural journeys, and adventure travel packages for members and the public, with offices in Vienna.
• Versicherungsschutz (Insurance Coverage) Automatic leisure accident insurance and liability insurance included with membership, plus optional foreign travel add-on insurance with medical cost coverage and emergency repatriation services, delivered in partnership with Wiener Städtische Versicherung.
• Webshop & Merchandise Online store offering clothing, accessories, knives, branded merchandise, books, maps, and calendars bearing the Naturfreunde brand.
• Magazin Naturfreund (Naturfreund Magazine) Quarterly magazine published by the organization featuring outdoor tips, destination reports, environmental topics, and member news.
• Wildwasserzentrum Wildalpen (Whitewater Center) Specialized water sports facility on the Salza river offering kayaking, canoeing, and whitewater sports courses for both beginners and professionals.
• Bundeslehrkader Schneesport (National Snow Sports Training Program) National-level ski touring and snow sports instruction and training program coordinated at the federal level.
• Freizeitpartnerbörse (Leisure Partner Exchange) Online platform connecting members with shared outdoor interests for organizing joint activities and adventures.
• Naturfreundejugend (Youth Program) Youth program within the association offering environmental education, outdoor activities, and leadership development for children and young adults.
• Umwelt- & Naturschutz (Environmental & Nature Conservation) Conservation division advocating for environmental protection, biodiversity, sustainable tourism, and climate action policies, including the Klimastrategie and 'Respect Nature' / '#WeRespectNature' joint campaigns with Österreichische Bundesforsten.
• Ortsgruppen (Local Chapters) Approximately 460 local chapters (Ortsgruppen) across nine Austrian states organizing regional outdoor activities, courses, and community events as the grassroots service delivery network of the organization.
• Naturfreunde Foto (Nature Photography) Photography division offering resources, tips, and galleries for nature and landscape photography enthusiasts, with member discounts through CEWE.
• Topografische Karten (Topographic Maps) Published topographic maps at 1:25,000 scale covering various Austrian Alpine regions for hiking and climbing navigation.

Quantifiable outcome

• 130 mountain huts and houses maintained in Austria; over 1,000 worldwide through Naturfreunde International
• +3 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

21 partnerships are on record, tiered core and minor.

• Österreichische Bundesforsten (Austrian Federal Forests)coreStrategic or Co-development PartnerFive-year cooperation under the 'Respect Nature' / '#WeRespectNature' initiative promoting respectful coexistence in nature. Joint environmental campaigns focus on forest protection, biodiversity, and visitor management. Includes Instagram and Facebook awareness campaigns.
• REECO (Rescue Technology Partner)minorGTM or Marketing PartnerREECO is a Swedish radar-based avalanche and wilderness rescue technology. Naturfreunde members receive 30% discount in the REECO online shop. The technology helps locate lost persons in emergencies.
• Pieps (Avalanche Safety Equipment)minorGTM or Marketing PartnerPieps is an avalanche safety equipment brand. Displayed as a partner/logo on the Naturfreunde website, indicating a marketing or co-promotion relationship.
• Rother Verlag (Rother Publishing)minorGTM or Marketing PartnerGerman hiking guide publisher. Rother logo appears on the Naturfreunde website, suggesting a co-promotional or affiliate relationship.
• Mountain EquipmentminorGTM or Marketing PartnerOutdoor apparel and equipment brand. Logo appears on the Naturfreunde website as a partner.
• HAGAN SkiminorGTM or Marketing PartnerAustrian ski manufacturer. Logo appears on the Naturfreunde website as a partner.
• Wiener Städtische Versicherung (Vienna Insurance Group)coreStrategic or Co-development PartnerInsurance partner providing bundled accident, liability, and travel insurance products for Naturfreunde members. The Wiener Städtische offers special group rates for members and their families, including hospital cost reimbursement and emergency evacuation services.
• Europäische Reiseversicherung (European Travel Insurance)minorStrategic or Co-development PartnerTravel insurance partner for the Naturfreunde Reisebüro, offering KomplettSchutz packages to travelers booking trips through the travel agency.
• SWAROVSKI OPTIKminorGTM or Marketing PartnerPremium optics brand. Naturfreunde members receive 10% discount on the CL Curio 7×21 model.
• Peak PunkminorGTM or Marketing PartnerNatural energy food brand. Members receive 20% discount on products made with nuts, fruits, oats, and seeds.
• Naturidyll HotelsminorGTM or Marketing PartnerCollection of seven family-run nature hotels in Salzburg, Carinthia, Lower Austria, and Burgenland. Members receive 10% discount on stays.
• Löffler (Sports Apparel)minorGTM or Marketing PartnerAustrian sustainable sports apparel manufacturer. Members receive 15% discount on regionally produced sportswear for bike, outdoor, running, and Nordic sports.
• Grabner BoatsminorGTM or Marketing PartnerAustrian manufacturer of inflatable boats (kayaks, canoes, motorboats). Members receive 10% discount.
• REELOQ (Mountaineering Accessories)minorGTM or Marketing PartnerMountaineering accessory brand. Members receive 15% discount. The company also produces accessories at Lebenshilfe locations for social responsibility.
• Gipfelgaudi (Outdoor Accessories)minorGTM or Marketing PartnerOutdoor accessory brand offering thoughtful 2-in-1 products for mountain activities. Members receive 15% discount.
• BREDDY'S (Sustainable Clothing)minorGTM or Marketing PartnerSustainable plant-based clothing brand with fully European production. Members receive 10% discount.
• bolting.eu (Climbing Online Shop)minorGTM or Marketing PartnerOnline climbing equipment retailer. Members receive 10% discount on carabiners, quickdraws, belay devices, rock anchors, and more.
• ESKA (Gloves)minorGTM or Marketing PartnerAustrian specialized glove manufacturer. Members receive 10% discount.
• CEWE (Photography Services)minorGTM or Marketing PartnerPhotography and photo product service. Members receive 15% discount through CEWE Fotowelt software or website using a discount code.
• Hotel Freunde der Natur (Sporthotel)minorGTM or Marketing PartnerThe 'Friends of Nature' seminar and sports hotel in Spital am Pyhrn (NP Kalkalpen) offers members 10% discount on stays. The hotel has 70 guest rooms and seminar facilities for up to 350 people.
• Naturfreunde International (NFI)coreStrategic or Co-development PartnerGlobal network of Nature Friends organizations in nearly 40 countries. Naturfreunde Österreich is a member, enabling international cooperation, the Klimafonds (climate fund), and access to 1,000+ huts worldwide. The organization also runs Ukraine aid programs through NFI.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat6 records

Key highlights6 records

Customer concentration

• Xx.com/NaturfreundeAT
• YouTubeyoutube.com/NaturfreundeAustria
• Facebookfacebook.com/NaturfreundeAT
• Instagraminstagram.com/naturfreunde_at
• LinkedInlinkedin.com/company/naturfreunde-sterreich

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries12 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 Naturfreunde Österreich