What AdO Arena does

AdO Arena is Norway's leading swimming and diving center, operated by AdO Arena Drift AS, a municipal company wholly owned by Bergen Kommune (Bergen Municipality). The facility is located in Bergen, Norway, opened in fall 2014, and named after Alexander Dale Oen, Norway's most decorated swimmer. The arena serves approximately 400,000 visitors annually, operates 360 days per year on a 91-hour weekly schedule, and employs 120-130 people (approximately 45 FTE). The core facility includes an Olympic-standard 50-meter main pool with a raisable floor, a 5-meter deep diving pool with platforms at 10m, 7.5m, 5m, 3m, and 1m, a training pool, children's pool, warm pool, and waterslides. The company also operates two additional sites: Nordnes Sjøbad (a historic 1910 outdoor sea bath) and Sandviken Sjøbad (which includes yoga and the newly established Skuret Sauna).

The company's technology stack includes SwimTag armband-based swim tracking (first deployment in Scandinavia), SwimEye underwater drowning detection, Divegym video recording, real-time pool monitoring (with Bouvet as a partner), and an online booking portal (with Funbit Consulting AS as a digital services partner). Revenue is generated through a diversified model combining single-entry tickets (adult 180 NOK, with lunch and child discounts), punch cards, annual/half-year/monthly subscriptions (adult annual pass 6,700 NOK with multi-site access to six facilities and 13 pools), courses (swimming lessons, aquagym, yoga, personal training, kayak), event hosting (national diving championships, AdO Open), retail and kiosk sales, facility rental, and corporate memberships. The annual pass model, with free guest benefits and multi-site access, is the primary retention mechanism.

The customer base spans multiple segments: general public and families, schools including Amalie Skram videregående skole, competitive athletes via Bergens Svømme Club and the Norwegian Swimming Federation, Olympic athletes such as Kristian Blummenfelt and Fredrik Solberg, and corporate members. Partnerships supporting the business include Bergen Kommune (owner), Funbit Consulting AS (digital services), Bouvet (real-time data), SwimEye and SwimTag (technology), and promotional partners such as Green Kayak, Scandic Ørnen, and Akvariet i Bergen. Leadership includes Håkon A. Egeberg Johansen as Managing Director, with board leadership by Bjart Nygaard.

Name

AdO Arena

Legal name

AdO Arena Drift AS

Website

https://adoarena.no

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

AdO Arena is Norway's leading swimming and diving center in Bergen, operating Olympic-standard facilities including a 50m pool, diving tower, and two additional sea bath sites under municipal ownership, serving 400,000+ annual visitors through tickets, memberships, and courses.

Ownership category

akta.pro rank

Product category

Aquatic Recreation Facilities

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Aquatic Centers & Swimming Facilities (MPAKAEAF)

akta.pro secondary industries

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB)

Keywords

• Aquatic recreation services
• Swimming and diving facilities
• Swimming instruction courses
• Aquatic fitness programs
• Swim performance tracking

Headquarters

HQ city

Bergen

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Single Entry Tickets and Punch Cards: Revenue from individual entry tickets sold at the reception, with pricing varying by age category (toddler, child, youth, adult, family). Punch cards offering 12 or 25 visits at discounted per-entry rates are also sold.
2. Seasonal Memberships (Annual/Half-Year/Monthly): Annual passes, half-year passes, and monthly 12-month contracts sold directly to consumers. Annual passes for adults are priced at 6700 NOK per year and include free entry to Ortun, Stemmemyren, Slåtthaug, Åstveithallen, and Nordnes Sjøbad. Lunch deal passes offer discounted weekday access.
3. Courses and Activities: Revenue from organized swimming lessons (baby swimming, toddler swimming, adult swimming), aquagym, yoga, personal training, kayak courses, and underwater photography sessions. Courses are sold via an online booking portal.
4. Retail and Kiosk Sales: Sale of merchandise, towels, swimwear, and refreshments at the on-site kiosk and reception. Annual pass holders receive free coffee as a membership benefit.
5. Facility Rental and Event Hosting: Revenue from hosting competitions such as AdO Open, NM i stup (Norwegian Diving Championships), Bergen Death Diving, and Bergen Swim Festival, as well as renting facilities to sports clubs and organizations.
6. Business/Corporate Memberships: Corporate membership agreements offered to businesses, with inquiries handled via email ([email protected]).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

AdO Arena operates Norway's leading Olympic-standard swimming and diving facility in Bergen, offering public access to a 50m pool, 5m diving pool with 10m tower, training/children's/warm pools, and waterslides. It delivers paid courses (baby, toddler, adult swimming), aquagym, yoga, personal training, kayak courses, and underwater photography, alongside single-entry tickets, punch cards, and seasonal memberships. The facility also hosts national/international competitions including AdO Open and Norwegian Diving Championships, and operates Nordnes Sjøbad and Sandviken Sjøbad.

Product overview

AdO Arena is Norway's leading swimming and diving center located in Bergen, offering Olympic-standard facilities. The facility features multiple pools including a 50-meter main pool, 5-meter diving pool, training pool, children's pool, warm pool, and waterslides. The venue provides a comprehensive range of aquatic programs including baby/toddler swimming, adult swimming lessons, aquagym, yoga, personal training, underwater photography, and kayak courses. Additionally operated facilities include Sandviken Sjøbad (with Skuret Sauna) and Nordnes Sjøbad (historic 1910 outdoor sea bath). The center offers SwimTag technology for tracking swimming metrics, along with event hosting capabilities for national and international competitions. Membership options include annual passes, half-year passes, and business memberships with various benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Nordnes Sjøbad: Historic outdoor sea bath facility established in 1910, operated by AdO Arena Drift AS
• Sandviken Sjøbad (Elsesro)
• SwimTag

Products and services

• Swimming Admission Tickets (Single Entry & Punch Cards) Single-entry tickets sold at reception organized by age (toddler, child, youth, adult, family), with lunch-deal weekday discounts. 12-visit and 25-visit punch cards available at discounted per-entry rates, valid for 1 year. For recreational visitors and families.
• Seasonal Memberships (Annual / Half-Year / Monthly) Recurring-access memberships including annual passes (Adult 6700 NOK/yr), half-year passes, and 12-month monthly contracts. Annual/half-year passes include free entry to 6 facilities across Bergen (13 pools), free Aquagym classes, free coffee, and course discounts. Lunch-deal membership variants offer restricted weekday access at lower prices.
• Business/Corporate Memberships Corporate membership packages for local Bergen businesses and organizations, intended for employee wellness programs and team-building activities. Pricing is not publicly disclosed; inquiries handled via [email protected].
• Baby Swimming (Babysvømming) Swimming lessons for infants aged 3 to 18 months where the child is in the water with one or both parents. A family activity for parents and very young children.
• Toddler Swimming (Småbarnsvømming) Swimming lessons for preschool children aged 1.5 to 6 years. For parents and preschoolers developing water confidence.
• Adult Swimming Courses (Svømmekurs for voksne) Swimming lessons for adults at various levels, including crawl/swim-stroke courses. For adults learning to swim or improving their technique.
• Aquagym Water-based exercise to music delivering health benefits including increased circulation, injury prevention, stability, and conditioning. Free for annual pass holders. For general public seeking low-impact fitness.
• Yoga Classes (Yoga Room) Various yoga and fitness courses including traditional yoga, mother/baby yoga, SUP yoga, Physio-pilates, Gyrokinesis, Vinyasa Flow, Yin Yoga, Strong & Flexible, and Maternity training. For general public and fitness enthusiasts.
• Personal Trainer One-on-one coaching with a personal trainer, providing optimal follow-up adapted to individual fitness levels. For individuals seeking tailored fitness guidance.
• Underwater Photography Underwater photography sessions for babies and toddlers conducted by professional photographer Gunhild Bråthun Moe. Includes sessions for babies 3-18 months and toddlers 1.5-5 years. For parents seeking aquatic keepsake photos.
• Kayak Courses Intro and basic sea kayak courses teaching safety, paddling techniques, rescue methods, and outdoor skills. For general public interested in kayaking.
• SwimTag Performance Tracking Armband-based swimming tracking system with sensors around the pool that track distance, speed, technique, stroke length, and rest periods. Includes competitions and challenges. Free extra for subscription guests. For serious swimmers seeking performance data.
• Event Hosting (Competitions & Championships) Hosting of swimming and diving competitions including AdO Open, Norwegian Championships in diving, and Bergen Swim Festival. Facility rental to sports clubs and organizations. For event organizers, sports federations, and competition hosts.
• Sandviken Sjøbad (Elsesro) Outdoor sea bath facility at Elsesro offering yoga sessions, sauna facilities, pier, small beach, diving boards, floating pier, climbing wall, and grill areas. For general public seeking outdoor aquatic recreation.
• Nordnes Sjøbad Historic outdoor sea bath established in 1910, operated by AdO Arena. Features heated pools, saunas, and winter swimming activities. For general public and winter swimmers.
• Skuret Sauna Sauna facility at Sandviken Sjøbad in a converted storage building. Features changing area, heated floors, dark wood walls, outdoor shower, and views over Nyhavn. Available for private and shared booking. For general public seeking sauna and wellness experiences.
• On-site Kiosk & Retail (Merchandise, Swimwear, Refreshments) Sale of merchandise, towels, swimwear, and refreshments at the on-site kiosk and reception. Annual pass holders receive free coffee as a membership benefit. For visiting swimmers and the general public.

Quantifiable outcome

• 400,000 annual visitors served across all facilities
• +3 more outcomes

Named customers8 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

Integration9 records

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Bergen Kommune (Bergen Municipality)coreStrategic or Co-development PartnerBergen Municipality is the owner of AdO Arena Drift AS, the operating company for AdO Arena, Nordnes Sjøbad, and Sandviken Sjøbad. The municipality sets prices and pricing structure, while the company handles day-to-day operations, development, and event hosting. Reports to the council members responsible for kindergartens, schools, and sports (BBSI).
• Funbit Consulting AScoreTechnology or IntegrationFunbit Consulting AS is the digital services provider responsible for developing and maintaining AdO Arena's websites (adoarena.no, booking.adoarena.no, and nordnessjobad.no). They host the servers and have access to collected personal data under a data handling agreement.
• Green KayakminorStrategic or Co-development PartnerEnvironmental partnership providing free kayak use at AdO Arena's facilities in exchange for cleaning collected from the water.
• Scandic ØrnenminorGTM or Marketing PartnerLocal hotel partnership. Annual pass holders receive prizes from Scandic hotels in Svøm Langt campaign competitions (weekend stay for two at a Scandic hotel of choice).
• The Dale Oen ExperienceminorStrategic or Co-development PartnerNamed after Alexander Dale Oen, the arena's namesake. This organization celebrates his legacy and serves as a collaborative partner connecting elite swimming heritage to the facility.
• Akvariet i BergenminorGTM or Marketing PartnerPartnership with Bergen Aquarium for cross-promotional activities and community collaboration.
• Redningsselskapet (Norwegian Sea Rescue Society)minorStrategic or Co-development PartnerPartnership focused on water safety education and maritime rescue awareness, aligning with AdO Arena's mission of promoting safe aquatic activities.
• De BergenskeminorGTM or Marketing PartnerLocal Bergen hospitality group partnership for cross-promotional activities.
• Amalie Skram videregående skolecoreStrategic or Co-development PartnerShares the same building as AdO Arena with a shared main entrance. The high school uses the aquatic facility for physical education, and the facilities are co-coordinated, especially regarding capacity management (the school has ~600 students at any time).
• Vestland Fylkeskommune (Vestland County Municipality)minorStrategic or Co-development PartnerCounty-level government partnership supporting regional aquatic sports development and facility operations.
• Klubben.nominorGTM or Marketing PartnerEquipment supplier partner providing prizes in the Svøm Langt campaign competitions, including gift cards for sporting equipment.
• BeredtminorStrategic or Co-development PartnerBeredt provides emergency preparedness and safety-related services or training that complement AdO Arena's safety operations.
• VøruminorOthersWellness lifestyle brand partnership with AdO Arena, appearing on the partners page.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tøyenbadet: Oslo Kommune-operated public aquatic facility combining 50m pool, diving facilities, sauna, and family swimming. Comparable as a municipally owned Norwegian swimming complex serving general public, schools, and competitive athletes.
• Frognerbadet: Oslo Kommune's historic outdoor public pool offering recreational swimming, family activities, and seasonal programming. Comparable as a municipally owned Norwegian aquatic facility with heritage appeal similar to Nordnes Sjøbad.
• Sentralbadet: Public swimming hall and training facility in central Oslo offering courses, lane swimming, and family programming. Comparable Norwegian public aquatic facility serving similar segments.
• St. Olav Bad (Trondheim): Trondheim Kommune-operated public swimming facility. Comparable as a Norwegian municipal pool operator serving schools, families, and competitive training.
• Vestkantbadet: Public swimming facility in Oslo serving families, schools, and lane swimmers with courses and memberships. Comparable Norwegian municipal-style aquatic operator.
• Pirbadet: Trondheim's municipal indoor aquatic center with multiple pools, diving infrastructure, and family attractions. Closely comparable to AdO Arena in offering, ownership structure, and target segments.

Regional players

• Eriksdalsbadet: Municipal aquatic complex in Stockholm with 50m pool, diving, training facilities, and public swimming offerings. Comparable as a Scandinavian municipally operated swimming center with competitive and recreational programming.
• DGI-byen (Swimming facilities): Copenhagen's sports and events complex with hotel, conference, and swimming/wellness facilities. Comparable as a Scandinavian urban aquatic operator with courses, memberships, and event hosting.

Broad incumbents

• Lalandia: Large Scandinavian indoor water park and resort chain (Denmark/Norway) with aqualand, wellness, and family entertainment. Comparable as a regional aquatic leisure operator with broader resort positioning rather than competitive swimming specialization.
• Bø Sommarland: Norway's largest water park in Telemark offering slides, wave pools, and family entertainment. Comparable as a Norwegian aquatic leisure destination, though with broader water-park positioning and less focus on Olympic-standard competitive facilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/adoarena
• Facebookfacebook.com/adoarena
• Instagraminstagram.com/adoarena
• LinkedInlinkedin.com/company/ado-arena

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 AdO Arena