Sportsmaster

What Sportsmaster does

Sportsmaster, legally registered as Nordic Sportsmaster AS (Norwegian organization number 915 995 551), is a privately held Norwegian specialty retailer of fitness equipment operating under the sportsmaster.no e-commerce platform and a physical showroom at Nesbru in Asker. The company sells cardiovascular equipment (treadmills, rowers, spin bikes, ergometer bikes, ellipticals, climbers, ski ergs, air bikes), strength equipment (plate-loaded machines, bodyweight apparatus, benches, racks, free weights), training accessories, training flooring, and body composition analysis tools. It distributes both proprietary brands (Sportsmaster, Pivot) and internationally recognized brands (Concept2, Assault Fitness, Life Fitness, XEBEX, InBody, MyZone), and in 2025 launched the official Centr x HYROX Perform Series co-branded competition equipment line for the functional fitness racing category.

The business operates a dual B2C/B2B model. Private consumers purchase through the online store and showroom with tier-based product guidance spanning Light (Lett), Active (Aktiv), Pro, and Premium categories at price points from approximately 120 NOK for accessories to over 100,000 NOK for commercial-grade equipment. Business customers — including corporate gyms, fitness centers, hotels, sports clubs, and rehabilitation facilities — register dedicated business accounts and receive consultation services. The company generates ancillary service revenue through a service department handling delivery, assembly, repair, and maintenance, supported by a workshop at Nesbru, a service office in Bergen, and a network of regional service partners across Norway. Fulfillment is operated through AIT Worldwide Logistics at Gardermoen.

Sportsmaster monetizes primarily via one-time hardware sales with no subscription model, supplemented by after-sales service revenue. The company employs 11-50 staff, including customer service representatives and field service technicians, and uses content-led marketing (training articles, buying guides, ambassador content) plus Vipps payment integration to localize for the Norwegian market. Geographic scope is confined to Norway.

Name

Sportsmaster

Legal name

Nordic Sportsmaster AS

Website

https://sportsmaster.no

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sportsmaster (Nordic Sportsmaster AS) is a privately held Norwegian specialty retailer of fitness and training equipment, selling cardio machines, strength equipment, and accessories via its sportsmaster.no e-commerce platform, a Nesbru showroom, and B2B channels to private consumers, corporate gyms, sports clubs, and hotels across Norway.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG), Adventure Equipment Rental, Retail & Service Centers (Gear Hire, Repairs) (THAAAKAN)

Keywords

• Fitness equipment retail
• Cardio equipment
• Strength training equipment
• Commercial gym equipment
• Home fitness equipment

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Equipment Sales (B2C): Direct retail sales of fitness equipment to private consumers through e-commerce platform and showroom. Products range from entry-level home equipment to premium commercial-grade machines. One-time purchase model with various price points from budget accessories to high-end professional equipment.
2. Equipment Sales (B2B): Business-to-business sales of fitness equipment to corporate gyms, sports clubs, fitness centers, hotels, and rehabilitation facilities. Company offers dedicated B2B account registration and consultation services for commercial buyers.
3. Service and Maintenance: Technical service department providing repair, maintenance, and spare parts services for fitness equipment. Service includes regular delivery, assembly, service, repairs, and maintenance. They have a workshop at Nesbru with spare parts inventory and a service office in Bergen.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Sportsmaster is a Norwegian retailer and distributor of fitness and training equipment, offering a wide range of cardiovascular machines (treadmills, rowers, spin bikes, ergometers, ellipticals, climbers, ski ergs, air bikes), strength equipment (plate-loaded machines, bodyweight apparatus, benches, racks, free weights), training accessories, flooring, and body composition analysis tools. The company serves both private consumers (B2C) and business customers (B2B) including corporate gyms, fitness centers, hotels, sports clubs, and rehabilitation facilities across Norway, complemented by in-house service and maintenance.

Product overview

Sportsmaster is a Norwegian fitness equipment retailer offering a comprehensive portfolio of cardio machines (treadmills, rowers, spin bikes, ergometer bikes, ellipticals, climbers, ski ergs, air bikes), strength equipment (plate-loaded machines, bodyweight apparatus, benches, racks, free weights), and training accessories. The company operates both B2C (retail) and B2B (business) channels, selling internationally recognized brands (XEBEX, Concept2, Assault Fitness, Life Fitness, Pivot) alongside its own Sportsmaster-branded products. The portfolio includes the Centr Perform Series as a premium sub-brand, the HYROX Competition Equipment line for functional fitness racing, and body composition analysis tools (InBody, VO2 Max, lactate meters). Key differentiators include Olympic-standard strength packages, professional-grade studio equipment, and specialized products for HYROX training and competition.

Differentiator

Problem solved

Functional benefit

Products and services

• Sportsmaster Tredemølle (Treadmill Series) Line of treadmills ranging from entry-level walk pads (WP1, WP2) to professional studio treadmills (T540, T650) including AirRunner/Alpha Runner curve treadmills for sprint training. Sold to home users, gyms, and sports clubs.
• Sportsmaster Romaskin (Rower Series) Rowing machines including XEBEX V2BT and Airplus V2BT models with air and magnetic resistance options for home and commercial use.
• Sportsmaster Spinningsykkel (Spin Bike Series) Indoor cycling bikes from basic S30 model to professional S710 with belt drive, magnetic resistance, and LCD computers.
• Sportsmaster Ergometersykkel (Ergometer Bike Series) Recumbent and upright ergometer bikes with precise watt measurement including U120 BT with Bluetooth connectivity for app integration.
• Sportsmaster Ellipsemaskin/Crosstrainer (Elliptical Series) Elliptical trainers and cross trainers including E90BT with variable stride and E521BT with patented stride exchange technology.
• Sportsmaster Climber/Step (Climbing Machine Series) Climbing machines and step machines including C100 climber and C150 step machine for vertical training.
• Sportsmaster Stakemaskin/Skierg (Ski Erg Series) Ski ergometers for cross-country skiing technique training with air resistance from XEBEX and Concept2 brands.
• Sportsmaster AirBike (Air Bike Series) Air resistance bikes including Assault AirBike Pro X and XEBEX AirPlus Expert Bike with combined air and magnetic resistance.
• Sportsmaster Styrkepakker (Strength Packages) Complete Olympic-standard strength training packages combining weight bars, plates, benches, and racks including Half Rack, Power Cage, and Smith Machine packages.
• Sportsmaster Styrkeapparater Vektskiver (Plate-Loaded Machines) Plate-loaded strength machines including Pivot series for leg press, lat pulldown, leg curl, squat, and hip thrust exercises.
• Sportsmaster Styrkeapparater Egenvekt (Bodyweight Machines) Bodyweight training machines including glute-hamstring developers, back trainers, Nordic hamstring, and power towers from Pivot.
• Sportsmaster Treningsbenker (Training Benches) Training benches from basic flat benches to adjustable incline/decline benches including Pivot and XEBEX models.
• Sportsmaster Frivekter (Free Weights) Free weights including weight plates, bumper plates, barbells, dumbbells, kettlebells, YBell, and storage racks.
• Sportsmaster Basistrening (Basic Training Equipment) General training equipment including mats, rings, medicine balls, plyo boxes, resistance bands, boxing bags, core trainers, wall bars, foam rollers, weight vests, jump ropes, and mirrors.
• Sportsmaster Treningsgulv (Training Flooring) Training floor solutions including impact mats, sport and fitness flooring, artificial turf, and lifting platforms.
• Sportsmaster Kroppsanalyse (Body Analysis) Body composition analysis equipment including InBody analyzers, VO2 max testers, and lactate meters.
• Centr Perform Series Premium performance equipment line including Perform Series Rower and Ski erg with the Centr x HYROX collaboration.
• HYROX Competition Equipment Official HYROX competition-grade equipment including dumbbells, kettlebells, sandbags, wall balls, bumper plates, power sled, turf, rigs, and treadmill.
• Pivot Strength Equipment Norwegian-designed strength equipment brand including benches, racks, plate-loaded machines, and bodyweight training apparatus.
• XEBEX Cardio Equipment Cardio equipment brand including rowers, ski ergs, air bikes, and benches with air and magnetic resistance systems.
• InBody Body Composition Analyzer Professional body composition analysis devices for measuring muscle mass, body fat percentage, and metabolic metrics.
• Concept2 Cardio Equipment Premium rowing ergometers (RowErg PM5) and ski ergometers (SkiErg PM5) for home and commercial use.
• Assault Fitness AirBikes Commercial-grade air bikes including AirBike Pro X used in CrossFit competitions.
• Life Fitness Cardio Equipment Commercial cardio equipment including ICG indoor cycles (IC5, IC7) with WattRate technology.
• MyZone Heart Rate System Heart rate and activity monitoring system with chest strap and app for real-time heart rate zone tracking.
• Freelap Timing System Wireless timing system with electromagnetic signals for precise speed and sprint timing in athletics.
• Sportsmaster Brukt/Used Equipment Pre-owned and demonstration equipment program for budget-conscious customers.
• Equipment Service and Maintenance Technical service department providing repair, maintenance, spare parts, delivery, and assembly services for fitness equipment, with a workshop at Nesbru and a service office in Bergen.

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• AIT Worldwide LogisticscoreOthersAIT Worldwide Logistics manages Sportsmaster's main warehouse operations at Valhallavegen 6, 2060 Gardermoen. They handle order fulfillment, storage, and goods collection by appointment for Sportsmaster's Norwegian operations.
• CentrflagshipStrategic or Co-development PartnerSportsmaster offers exclusive Centr x HYROX co-branded equipment line, including rowers, rigs (4 and 6 station), kettlebells, urethane dumbbells, sandbags, wall balls, turf, bumper plates, power sleds, and treadmills. This partnership produces official competition-grade equipment for HYROX fitness races.
• HYROXflagshipStrategic or Co-development PartnerSportsmaster is an official HYROX partner providing competition equipment for HYROX fitness races. Products include Centr x HYROX branded items meeting official competition specifications, including turf lanes, wall balls, kettlebells, and other required equipment.
• Regional Service PartnersminorImplementation/ SI/ Consulting PartnerSportsmaster has service partners across Norway for service assignments outside the Oslo/Bergen area. All service inquiries are handled through the Nesbru office, which coordinates with regional partners as needed.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Others

• Power Norge: Power is a Nordic electronics and home-appliance retailer that has expanded into fitness equipment (notably treadmills). Adjacent rather than direct competition; overlapping only on the cardio-equipment category but with materially different core focus and supply-chain.

Direct peers

• Tunturi Fitness: Tunturi is a Finnish-origin fitness-equipment brand and retailer with home cardio and strength products across Europe. Comparable on fitness-equipment catalog and Nordic heritage, though Tunturi is primarily a brand/manufacturer rather than a multi-brand retailer.
• NordicTrack: NordicTrack (iFit) is a global direct-to-consumer fitness-equipment brand selling treadmills, bikes, and rowers with interactive content subscriptions. Comparable as a fitness-equipment retailer competing for the same home-gym buyer; NordicTrack competes primarily on brand and connected content rather than service network.
• Intersport Norge: Intersport is a global sporting goods cooperative operating a Norwegian retail chain and e-commerce site, including fitness and training equipment. Overlaps with Sportsmaster in cardio/strength equipment categories while offering a broader generalist assortment.
• Sport1 Norge: Sport1 is a Norwegian sporting goods chain (formerly part of the Sport1 Group) operating stores and an online channel, covering fitness, team sports, and outdoor equipment. A direct Norwegian peer for Sportsmaster with similar specialty-retail positioning and shared customer base.
• Gymgrossisten: Gymgrossisten is a Nordic (Swedish) specialty retailer of training equipment, free weights, and functional-fitness gear serving both consumers and commercial gyms. Closely comparable on Nordic fitness-equipment specialty retail with strong B2B orientation.
• XXL ASA: XXL is Norway's largest sporting goods retailer with both physical stores and e-commerce, selling fitness equipment, apparel, and outdoor gear. Directly comparable to Sportsmaster on Norwegian sporting-goods retail with overlapping fitness-equipment SKUs, though XXL operates at materially larger scale and broader assortment.
• Fitshop: Fitshop is a European fitness-equipment e-commerce specialist (part of the Sport-Tiedje group) carrying treadmills, rowers, ellipticals, and strength equipment with showroom and service capabilities. Directly comparable on specialty fitness-equipment e-commerce plus service infrastructure.
• Sport-Tiedje: Sport-Tiedje is Europe's largest home-fitness specialist retailer with a Norwegian storefront, carrying cardio and strength equipment from major brands (including Concept2, which Sportsmaster also sells). A direct cross-border peer in fitness-equipment specialty retail with similar catalog depth.

Broad incumbents

• Decathlon Norge: Decathlon is a global sporting goods retailer with growing Norwegian presence, including own-brand fitness equipment at aggressive price points. Comparable as a fitness-equipment seller but operates at much larger scale and broader sporting-goods portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sportsmaster

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 Sportsmaster