What W Initiative does

W Initiative is a Norwegian humanitarian foundation (stiftelse) established in 2021 by Gustav Magnar Witzøe, a Norwegian seafood industry entrepreneur and heir to SalMar. The foundation distributes grants to projects aimed at improving quality of life for children and youth, aligned with UN Sustainable Development Goals 3 (health), 4 (education), 5 (gender equality), 6 (water and sanitation), and 10 (reduced inequalities). Its activities fall into three operational areas: (1) an annual domestic sports fund (Idrettsfond) distributing multi-million-NOK grants to local sports clubs in Trøndelag to enable children from low-income families to participate in organized sports; (2) annual domestic sports events including Idrettsfest (a free multi-sport day for approximately 600 children in Trondheim) and Tennisfest (a tennis event featuring global ambassador Casper Ruud and para-sports ambassador Birgit Skarstein); and (3) international project support through partnerships with established NGOs across South Sudan (UNICEF Child Nutrition Fund), Rwanda (GiveDirectly cash transfers), Uganda (Right To Play iWASH), Sierra Leone and Liberia (CapaCare medical training), Brazil (Karanba football-for-development), and Fiji (Norway Safe Houses evacuation centers), plus smaller commitments to childhood cancer research and the Norwegian TV-aksjonen anti-child-marriage campaign.

The foundation operates with a small team of six employees based in Trondheim and does not generate commercial revenue. Capital for grant-making is sourced from its founder, with cumulative disclosed grants totaling approximately 32.55 million NOK across at least nine international and domestic projects between 2021 and 2026. Governance is provided by a board chaired by the founder and including an NTNU computer science professor, a Circle K business development professional, a lawyer specializing in child welfare law, and a chief cardiologist at St. Olavs Hospital, with a CEO who is a lawyer by training. The foundation does not develop technology products and has no proprietary software, APIs, or AI systems; its core capability is partner due diligence, grant disbursement, and project reporting. Distribution is via direct grants to vetted partner organizations, with no commercial go-to-market motion, no pricing model, and no revenue stream.

Name

W Initiative

Legal name

W INITIATIVE

Website

https://w-initiative.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

W Initiative is a Norwegian humanitarian foundation founded in 2021 by Gustav Magnar Witzøe that distributes grants to international NGOs and domestic sports clubs to improve health, education, and equal opportunities for children and youth.

Ownership category

akta.pro rank

Product category

Philanthropy and Grant-making Foundation

NAICS

Grantmaking and Giving Services (81321), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Civic and Social Organizations (813410)

SIC

Services-Membership Organizations (8600), Services-Social Services (8300), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

akta.pro secondary industries

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK), Nutrition & Food Security (Global Health) NGOs (HLAJAKAH), Youth Development & Sports Outreach Programs (EDAIAGAG), International & Global Public Health Aid Administration (Government Donors) (HLAJALAO), Disability & Adaptive Sports Organizations (Paralympic, Special Olympics) (MPAKACAH)

Keywords

• Humanitarian foundation
• Children's grant funding
• Youth sports programs
• International development grants
• UN SDG alignment

Headquarters

HQ city

Trondheim

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Marketing channels3 records

Core offering

W Initiative is a privately funded Norwegian humanitarian foundation that provides grants and project support to organizations and sports clubs delivering programs aligned with UN Sustainable Development Goals 3, 4, 5, 6, and 10. Its core offerings comprise an annual domestic Idrettsfond sports fund (2–5 million NOK to local Trøndelag sports clubs), free annual Idrettsfest and Tennisfest community sports events, and multi-year international project grants supporting children's nutrition (UNICEF South Sudan), water/sanitation (iWASH Uganda), cash transfers (GiveDirectly Rwanda), medical training (CapaCare Sierra Leone/Liberia), football-based youth development (Karanba Brazil), disaster shelters (Norway Safe Houses Fiji), childhood cancer research, and anti-child-marriage work.

Product overview

W Initiative is a Norwegian humanitarian foundation established in 2021 by Gustav Magnar Witzøe that operates as a charitable organization rather than a traditional product company. The foundation's offerings consist of grant programs and project support initiatives: (1) Sports Fund programs (Idrettsfond 2024-2026) that distribute millions of NOK annually to local sports clubs in Trøndelag to enable children's participation in organized sports, (2) Sports Festival events (Idrettsfest, Tennisfest) that provide free annual sports days for children featuring Norwegian sports stars, and (3) International project support including UNICEF nutrition programs, Karanba football project in Brazil, CapaCare medical training in Sierra Leone/Liberia, GiveDirectly cash transfers in Rwanda, safe houses in Fiji, iWASH sanitation in Uganda, and support for children's cancer research and anti-child marriage efforts. The foundation focuses on supporting projects aligned with UN Sustainable Development Goals 3, 4, 5, 6, and 10.

Differentiator

Problem solved

Functional benefit

Products and services

• Idrettsfond (Annual Sports Fund) Annual grant program funding local sports clubs and teams in Trøndelag (and broader NIF-registered organizations) to cover equipment, membership fees, travel, and competition costs so that children and youth from low-income families can take part in organized sports. Annual editions include Idrettsfond 2024 (2 million NOK), Idrettsfond 2025 (4 million NOK, doubled), and Idrettsfond 2026 (planned 5 million NOK).
• Idrettsfest (Annual Community Sports Day) Annual free sports festival organized by W Initiative in Trondheim, Lade, designed to lower barriers for children (including those with disabilities) to participate in organized sport. Approximately 600 children attend and take part in multiple sports alongside Norwegian sports stars; para-sports stations are developed with Paralympic rowing champion Birgit Skarstein.
• Tennisfest (Annual Tennis Festival) Annual tennis festival organized by W Initiative in Trondheim and Oslo in partnership with global ambassador and professional tennis player Casper Ruud. Children try tennis and other sports; donations from the event support local tennis clubs to enable children from less affluent backgrounds to participate.
• UNICEF Child Nutrition Fund Grant (South Sudan) Multi-year grant of 8 million NOK from W Initiative to UNICEF's Child Nutrition Fund, earmarked for Ready-to-Use Therapeutic Food (RUTF) distribution in South Sudan to combat child malnutrition. The Child Nutrition Fund is an innovative financial partnership managed by UNICEF alongside global investors including the Gates Foundation and the Bezos family.
• Karanba Project Grant (Brazil) Three-year multi-year grant supporting Karanba in Rio de Janeiro, Brazil. Karanba is a social project founded by former Norwegian football player Tommy Nilsen that uses football as a vehicle for social change to create joy, discipline, understanding of cooperation, and self-confidence for children and youth from underprivileged areas (ages 6–20). Funds cover new facilities, recruitment initiatives, and an alumni network.
• CapaCare Medical Training Grant (Sierra Leone/Liberia) Three-year grant supporting CapaCare's Surgical Training Programme in Sierra Leone and Liberia. The programme trains healthcare workers (who are not doctors) to handle general surgical, obstetric, and trauma cases at district hospitals, increasing the quality of healthcare for women, children, and trauma patients where untreated cases could lead to disability or death.
• GiveDirectly Rwanda Cash Transfer Grant A 10 million NOK grant from W Initiative made in December 2023 supporting GiveDirectly's cash transfer programme in Rwanda. Funds go directly to people living in extreme poverty, allowing them to choose how best to improve their own lives and lifting them out of extreme poverty.
• Norway Safe Houses Project (Fiji) Grant supporting the construction of two multi-purpose evacuation houses in Wainibuka, Fiji, completed in June 2024. The houses serve as evacuation centers during cyclones and additionally host a library, classrooms, a health room, a local women's business called Amania, and hygiene facilities, contributing to disaster preparedness, education, and women's economic empowerment.
• iWASH Uganda Water, Sanitation and Hygiene Grant Grant of 2 million NOK supporting Right To Play's iWASH (Water, Sanitation and Hygiene) project in Uganda. The project provides 4,620 children with access to clean drinking water and menstrual hygiene training and toilet facilities for 2,200 girls across 47 preschools and 12 primary schools, in close collaboration between W Initiative and Right To Play.
• Barnekreftforeningen / Team Rynkeby Sponsorship Sponsorship of Team Rynkeby, a Norwegian charity cycling team that raises funds for Barnekreftforeningen (the Children's Cancer Association) to support childhood cancer research. Team Rynkeby has contributed nearly 63 million NOK to childhood cancer research since 2013.
• TV-aksjonen 2021 Support (Plan International Norge) A 550,000 NOK donation supporting NRK's TV-aksjonen 2021 (national fundraising telethon) to Plan International Norge's work against child marriage. The donation aimed to help 100 girls have a better opportunity to shape their own future, directly aligned with UN Sustainable Development Goal 5 (gender equality).

Quantifiable outcome

• 4620 children gained access to clean drinking water through iWASH project
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• UNICEF - Child Nutrition FundflagshipStrategic or Co-development Partner · 1 January 2025W Initiative is the first Norwegian donor to the UNICEF Child Nutrition Fund, with a grant of 8 million NOK earmarked for RUTF (Ready-to-Use Therapeutic Food) in South Sudan. The Child Nutrition Fund is an innovative financial partnership managed by UNICEF with global investors including Gates Foundation and the Bezos family. The goal is to save lives, combat malnutrition, and build a safer future for children.
• CapaCarecoreStrategic or Co-development PartnerW Initiative supports CapaCare's medical training program in Sierra Leone and Liberia for a three-year period. The program aims to increase the quality of healthcare at district hospitals by training healthcare workers (who are not doctors) to handle general surgical, obstetric, and trauma cases that without treatment could lead to disability or death.
• KaranbacoreStrategic or Co-development PartnerW Initiative supports Karanba in Rio de Janeiro, Brazil for a three-year period. Karanba uses football as a tool for social change, creating joy, discipline, understanding of cooperation, and building self-confidence for children and youth from underprivileged areas. The funds will go to new facilities, initiatives to increase recruitment, and establish an alumni network.
• GiveDirectlycoreStrategic or Co-development PartnerIn December 2023, W Initiative supported GiveDirectly with 10 million NOK. GiveDirectly is a nonprofit foundation where cash goes directly to those who need it most. The project helps lift people out of extreme poverty by allowing them to choose how to best improve their lives.
• Right To Play - iWASHcoreStrategic or Co-development PartnerW Initiative supports iWASH (Water, Sanitation and Hygiene) project run by Right To Play in Uganda. The project provides 4620 children with access to clean drinking water and 2200 girls with toilet facilities and menstrual hygiene training. W Initiative contributes 2 million NOK and collaborates closely with Right To Play through capital, expertise, and personal involvement.
• FijiStiftelsencoreStrategic or Co-development PartnerW Initiative supported the FijiStiftelsen in building two multi-purpose evacuation houses in Wainibuka, Fiji. The project called 'Norway Safe Houses' was completed in June 2024. The buildings serve as evacuation centers during cyclones, and also house a library, school rooms, health room, a local women's business called Amania, and hygiene facilities.
• Barnekreftforeningen / Team RynkebyminorStrategic or Co-development PartnerW Initiative supports Barnekreftforeningen (Childhood Cancer Association) by sponsoring the charity cycling team Team Rynkeby, contributing to important research on childhood cancer. Team Rynkeby has contributed nearly 63 million NOK to childhood cancer research since 2013.
• Plan International NorgeminorStrategic or Co-development PartnerW Initiative supported TV-aksjonen 2021 with 550,000 NOK to Plan International Norge's work against child marriage. The donation aimed to help 100 girls have a better opportunity to shape their own future, aligned with UN Sustainable Development Goal 5.
• Casper RuudcoreOthersTennis player Casper Ruud serves as global ambassador for W Initiative. He participates in annual events like Tennisfest and Idrettsfest, helping to lower barriers for children's participation in organized sports.
• Birgit SkarsteincoreOthersParalympic rowing champion Birgit Skarstein has been central in developing para-sports stations at Idrettsfest events. She helps promote inclusion of children with disabilities in sports activities.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Right To Play: International NGO that uses sport and play to educate and empower children in disadvantaged communities. W Initiative is a direct donor (2M NOK to iWASH Uganda) and both organizations share the mission of combining sport with health/education outcomes for vulnerable children globally.
• Redd Barna (Save the Children Norway): Norwegian affiliate of Save the Children, focused on children's rights, education, and welfare domestically and internationally. Most direct domestic peer for W Initiative's Norwegian children-focused grantmaking and international child welfare programs.
• CapaCare: Nonprofit training non-physician healthcare workers to deliver surgical, obstetric, and trauma care in Sierra Leone and Liberia. W Initiative is a direct three-year funding partner, sharing the model of targeted, high-impact health-systems investment in underserved regions.
• GiveDirectly: Nonprofit foundation delivering unconditional cash transfers to people in extreme poverty. W Initiative is a direct donor (10M NOK to Rwanda program) and both share a results-oriented, low-overhead philanthropic model targeting SDG 1 and SDG 10 outcomes.
• UNICEF Norway: National committee of UNICEF focused on children's welfare globally. W Initiative is a direct institutional donor (8M NOK to Child Nutrition Fund) and both organizations channel resources to similar child-health and education initiatives in the same geographies (e.g., South Sudan).
• Karanba: Brazilian social project using football as a tool for social change among children in Rio's favelas. W Initiative is a direct three-year funder, and the two organizations share a sport-as-social-inclusion model for underprivileged youth (overlapping directly with Karanba's beneficiary profile).

Broad incumbents

• Bill & Melinda Gates Foundation: Largest private foundation globally, anchored by family wealth (Gates) and focused on global health, education, and poverty. Most relevant structural peer for W Initiative as both are family-wealth-backed, SDG-aligned grantmakers and Gates is a co-investor in UNICEF's Child Nutrition Fund where W Initiative participates.
• Children's Investment Fund Foundation (CIFF): Major global philanthropic foundation focused on children's survival, education, and welfare. Comparable to W Initiative in mission scope, geographic reach (Africa/Asia), and family-wealth-funded grantmaking model targeting SDG 3 and SDG 4 outcomes.
• SOS Children's Villages Norway: Norwegian branch of international NGO providing alternative care and family strengthening for children without parental care. Direct domestic peer in children's welfare grantmaking and youth development programs aligned with SDGs W Initiative targets.
• Norwegian Red Cross: Norwegian humanitarian organization with significant domestic and international humanitarian operations. Comparable as a Norway-based, donor-funded organization operating across disaster relief, health, and inclusion — overlapping with W Initiative's Fiji Safe Houses and global health portfolio.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/w-initiative

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about W Initiative