Svenskt Sportforum

What Svenskt Sportforum does

Svenskt Sportforum is a Swedish industry trade organization (branschorganisation) founded in 1965 and headquartered in Stockholm, serving manufacturers, suppliers, and retailers of sports and leisure goods in Sweden. The organization operates a membership-based model with 60+ member companies spanning leading domestic retailers (Stadium, Intersport, Team Sportia, XXL, Löplabbet), international brands (Nike, Adidas, Puma), and Nordic e-commerce platforms (Boozt), and is led by CEO Jonas Linder and a board drawn from major member companies.

Name

Svenskt Sportforum

Legal name

Svenskt Sportforum

Website

https://svensktsportforum.se

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Svenskt Sportforum is a Swedish industry trade organization founded in 1965, serving manufacturers, suppliers, and retailers of sports and leisure goods through membership dues, market intelligence reports (Sportindex), industry events, and member benefits.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

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. Membership fees: Annual membership fees from manufacturers, suppliers, and retailers of sports and leisure articles in Sweden. Members gain access to networking, education, information, inspiration, insights, Sportindex subscription, and member benefits.
2. Sportindex subscriptions: Premium subscription service providing quarterly reports on sports retail market development. Non-members pay 17,960 SEK per year for four reports.
3. Event participation fees: Sportbranschens Dag events charging participation fees (490-1,695 SEK per person depending on membership status).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Svenskt Sportforum operates as a Swedish industry trade association for sports and leisure goods manufacturers, suppliers, and retailers. It sells annual memberships, a quarterly Sportindex market intelligence report (developed with HUI Research), biannual Sportbarometern industry sentiment reports, annual Sportforums Konsumentkoll consumer insights, and recruitment access via Jobbportalen (Jobylon). It also runs industry education programs (Sportakademier) and B2B/consumer events such as Pro Ski Intro, Skidtestardagarna, and Sportbranschens Dag.

Product overview

Svenskt Sportforum is a Swedish industry organization for manufacturers, suppliers, and retailers of sports and leisure articles. The organization operates as a membership-based association offering a portfolio of products and services centered around industry intelligence, networking, and professional development. The core offerings include Sportindex (quarterly market intelligence reports on Swedish sporting goods retail, developed with HUI Research), Sportbarometern (biannual industry sentiment report), Sportforums Konsumentkoll (annual consumer insights), and Jobbportalen (recruitment platform powered by Jobylon). Educational initiatives include the Sportakademin program series covering alpine skiing, cross-country skiing, and running. Major events include Pro Ski Intro Vemdalen (Nordic's largest alpine B2B event), Skidtestardagarna (consumer ski testing), and Sportbranschens Dag (annual industry conference). The organization also manages member benefits including discount agreements on hotels, travel, fuel, office supplies, and wellness services.

Differentiator

Problem solved

Functional benefit

Brands

• Sportindex: Quarterly sales statistics and market intelligence report for Swedish sporting goods retail, produced in collaboration with HUI Research. Tracks sales development in physical stores and e-commerce across clothing, footwear, and equipment categories.
• Sportbarometern
• Sportakademin
• Medlemsförmåner
• Jobbportalen
• Sportforums Konsumentkoll
• Pro Ski Intro
• Sportbranschens Dag

Products and services

• Sportindex Quarterly market intelligence report tracking Swedish sporting goods retail sales across physical stores and e-commerce, broken down by clothing, footwear, and equipment plus approximately 20 product categories. Developed in collaboration with HUI Research using anonymized sales statistics from leading retailers. Available as part of membership or as a standalone subscription at 17,960 SEK/year.
• Sportbarometern Biannual industry sentiment report providing insights on the Swedish sports industry based on surveys of suppliers, retailers, and 1,081 Swedish consumers aged 18-79 (via Sifos web panel). Distributed exclusively to members.
• Jobbportalen (Job Portal & Recruitment Tool) Customized career portal and recruitment platform for the Swedish sports industry. Members can post job listings and use integrated recruitment tools free of charge. Built on the Jobylon platform.
• Sportforums Konsumentkoll Annual consumer insights report developed in collaboration with Kantar Media. Based on approximately 40,000 survey responses from the Orvesto Konsument survey, providing data on Swedish sports habits, regional differences, and consumer spending on sports equipment.
• Sportakademier (Education Programs) Educational programs for sports industry professionals including Sportakademin Vinter (alpine), Sportakademin Längd (cross-country skiing in Torsby), and Sportakademin Running. Combines supplier product demonstrations with retailer training on current product ranges.
• Pro Ski Intro Vemdalen Nordic's largest alpine B2B event combining trade show and on-snow product testing. Held annually in Vemdalen, bringing together leading ski brands and top retailers for pre-season product evaluation and business meetings (e.g., 31 suppliers and 870 meetings in 2025).
• Skidtestardagarna Consumer-facing ski testing days held at major Swedish ski resorts in collaboration with Skistar. Allows consumers to test the latest ski equipment for free (7,486–11,293 ski tests conducted annually).
• Sportbranschens Dag Annual industry networking and knowledge-sharing event featuring presentations, panels, and the Årets Stjärna award ceremony. Held in conjunction with the association's annual meeting. Charged at 490–850 SEK for members and 1,695 SEK for non-members.
• Årets Stjärna inom svensk sportbransch Annual award recognizing outstanding achievement in the Swedish sports industry. Past winners include STIGA Sports (2024), Craft Sportswear (2023), Adrian Gehrig/Gerisale-Saucony (2022), and Löplabbet (2025).
• Medlemsförmåner (Member Benefits Portal) Member benefits and discount agreements program offering negotiated rates on hotels (Scandic, Best Western), fuel, travel (Arlanda Express), office supplies (Office Depot), shipping (DHL), vehicles, and wellness services. Free to use for members.
• Lönestatistik Annual salary statistics survey tailored for the sports industry, providing insights on sales and customer service roles. Available exclusively to participating companies.

Quantifiable outcome

• Sportindex tracks development in 20+ product categories across physical stores and e-commerce for the Swedish sporting goods market
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• HUI ResearchcoreStrategic or Co-development PartnerLong-term strategic partnership for development and production of Sportindex - the organization's flagship market intelligence product. HUI Research provides analytical expertise and methodology for quarterly sports retail market reports tracking sales development across physical and e-commerce channels.
• JobyloncoreTechnology or IntegrationTechnology partnership providing the recruitment platform for Sportforums Jobbportalen. Jobylon provides the software infrastructure for job postings and candidate management, enabling members to create and distribute professional job listings.
• Sifos (Sifopanelen)minorStrategic or Co-development PartnerConsumer survey partner for Sportbarometern. Sifos web panel used for representative consumer surveys among 1,081 Swedish consumers aged 18-79 to track consumer behavior and expectations for the sports industry.
• Kantar MediacoreStrategic or Co-development PartnerPartnership for Sportforums Konsumentkoll - annual consumer insights report. Based on Kantar Medias Orvesto Konsument survey answered by approximately 40,000 Swedes annually, providing data on sports habits and consumption patterns.
• PerformIQminorGTM or Marketing PartnerMarketing partner for the Årets Stjärna award program. PerformIQ participates in the jury selection process for the annual industry award recognizing outstanding contributions to the Swedish sports industry.
• SkistarminorStrategic or Co-development PartnerCollaboration for Skidtestardagarna consumer ski testing events held at Swedish ski resorts. Skistar provides access to facilities for the consumer-facing product testing events.
• BtwentyfourminorImplementation/ SI/ Consulting PartnerEducation partner providing master data training courses exclusively for Sportforum members. Btwentyfour delivers seminars on data management topics at Sportbranschens Dag events.

Scale indicators5 records

Recent moves9 records

Expansion highlights4 records

Broad incumbents

• World Federation of the Sporting Goods Industry (WFSGI): Global umbrella organization for the sporting goods industry, including brands, manufacturers, and retailers. Comparable in mission (advocacy, market intelligence, networking for sports goods) but operates at a much larger global scale than Svenskt Sportforum's national focus.

Direct peers

• European Outdoor Group (EOG): European trade association for the outdoor industry, including brands, retailers, and suppliers. Directly comparable as a membership-based sports/outdoor industry body producing market data, sustainability initiatives, and networking events for its members.
• Sports & Fitness Industry Association (SFIA): U.S. national trade association for sports and fitness brands, manufacturers, and retailers. Highly comparable as a sports-industry trade body that aggregates market data, runs education/networking programs, and represents members to industry stakeholders.
• Federation of the European Sporting Goods Industry (FESI): European trade association representing sporting goods brands and retailers at the EU level. Comparable function to Svenskt Sportforum as an industry voice and intelligence provider, just at a pan-European rather than Swedish scope.
• Outdoor Industry Association (OIA): U.S. trade association for the outdoor recreation industry. Mirrors Sportforum's model of aggregating manufacturers, suppliers, and retailers and producing industry data and education/networking programs, just within outdoor recreation rather than general sport.

Regional players

• Svensk Handel: Swedish Trade Federation representing the broader retail sector in Sweden, including sports retailers. Comparable as a Swedish membership organization serving retail members with policy advocacy, market data, and member services, though it covers all retail rather than specializing in sporting goods.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/svenskt-sportforum

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Svenskt Sportforum