SkatePro ApS
SkatePro is a Denmark-based e-commerce retailer, founded 1996, selling 20,000+ SKUs of action-sports gear (skates, scooters, BMX, skateboards, winter and water sports, apparel) directly to consumers globally via skatepro.com and a US subsidiary.
- Company typePrivate
- Founded1996
- HeadquartersHinnerup, Denmark
- Headcount—
- GTM typeB2C
- OfferingDigital Commerce or Content
What SkatePro ApS does
SkatePro ApS is a Denmark-headquartered, privately-held e-commerce retailer founded in 1996 that sells action-sports equipment, parts, apparel, and accessories across eight major categories: inline and roller skates, scooters, BMX bikes and components, skateboards/longboards, winter sports (skis, snowboards, ice skates, roller skis), surf and water sports (wetsuits, kiteboarding, SUP, wakeboards), roller hockey, and adjacent niches such as balance bikes, snowscoots, and kendama. The platform stocks more than 20,000 unique SKUs from a broad set of branded manufacturers, supported by 175+ buying guides, size charts, how-to videos, and a YouTube athlete-content series intended to drive organic acquisition and reduce buyer decision friction.
The company operates exclusively as a direct-to-consumer online retailer with no physical stores, fulfilling orders globally and localizing domains (e.g., en-us) for primary markets including EMEA and North America, the latter served through a California-registered US subsidiary (SkatePro US Inc.). Pricing is standard e-commerce retail: per-unit transactional pricing with a price-match guarantee, a 365-day return policy, and periodic promotional sales; revenue is one-time from individual product sales rather than recurring or subscription-based.
The 5M+ cumulative customer base and 4.8/5 average rating across 135,080 reviews indicate established brand trust, while the customer base spans beginner to professional riders, kids/youth segments, and advanced athletes — a horizontal segmentation that diversifies demand across personas. SkatePro appears to be founder-owned with no disclosed external private equity or venture capital investment and no acquisition or partnership activity in the provided data.
SkatePro ApS firmographics
Firmographics- Name
- SkatePro ApS
- Legal name
- SkatePro ApS
- Website
- https://skatepro.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Short description
- SkatePro is a Denmark-based e-commerce retailer, founded 1996, selling 20,000+ SKUs of action-sports gear (skates, scooters, BMX, skateboards, winter and water sports, apparel) directly to consumers globally via skatepro.com and a US subsidiary.
- Ownership category
- akta.pro rank
SkatePro ApS industry classification
Industry- Product category
- Action Sports E-commerce Retail
- NAICS
- Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)
- akta.pro secondary industry
- Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA)
Keywords
Where SkatePro ApS is headquartered
LocationHeadquarters
- HQ city
- Hinnerup
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
SkatePro ApS business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: SkatePro generates revenue through direct sales of action sports equipment and apparel via their e-commerce platform. They stock over 20,000 unique products across multiple categories including skates, scooters, BMX, boards, winter sports, surf, and apparel. Revenue is one-time transactional from individual product sales to consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | General retail pricing - no tiered subscription model |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
SkatePro ApS product offering
Product offeringCore offering
SkatePro ApS is a pure-play e-commerce retailer that sells equipment, parts, protective gear, and apparel for action sports. Its catalog covers inline skates, roller skates, pro stunt scooters, BMX bikes and components, skateboards, longboards and cruiser skateboards, winter sports equipment (alpine skis, snowboards, ice skates, cross-country skiing, roller skis), and surf and water sports gear. The company stocks 20,000+ unique products from hundreds of brands and ships globally without operating physical retail locations.
Product overview
SkatePro is a leading action sports e-commerce retailer established in 1996, serving over 5 million customers with more than 20,000 unique products. The company operates as a comprehensive multi-category online store offering inline skates, roller skates, pro scooters, BMX bikes and parts, skateboards, longboards, cruiser skateboards, surfskates, waveboards, snow skateboards, winter sports equipment (alpine skis, snowboards, ice skates, cross country skiing, roller skis), surf and water sports gear (wetsuits, kitesurfing, wakeboards, SUP, skimboards), and action sports apparel. The platform also provides protective gear across all sports categories, replacement parts and components, accessories (ramps, rails, kendama), and serves customers from beginners to professional athletes. SkatePro stocks products from hundreds of branded manufacturers and offers guides, size charts, and instructional content to support purchasing decisions.
Differentiator
Problem solved
Functional benefit
Products and services
- Inline Skates & Roller Skates Inline skates and roller skates for fitness, recreational, aggressive, freeskate, speed, endurance, and off-road skating, plus wheels, bearings, brakes, liners, and protective gear, sold to individual skaters of all skill levels.
- Scooters Pro stunt scooters, big-wheel commuter scooters, kids' scooters, trampoline scooters, balance bikes, and an extensive parts catalog (wheels, bars, decks, forks, clamps, compression systems, brakes).
- BMX Bikes & Parts Complete BMX bikes for freestyle, big wheels, dirt jump, mini, and kids, plus a deep parts catalog covering wheels, tires, tubes, hubs, frames, handlebars, stems, forks, drivetrain, grinding, braking, and seating components.
- Skateboards, Longboards & Cruiser Skateboards Complete skateboards, longboards, cruiserboards, pennyboards, surfskates, waveboards, fingerboards, and snow skateboards, plus decks, trucks, wheels, bearings, and hardware.
- Winter Sports Equipment Ice skates, alpine skis, snowboards, cross-country skiing equipment, roller skis, snowshoes, and snow action gear such as snowscoots and trampolines.
- Surf & Water Sports Wetsuits, kitesurfing, foilboarding, skimboards, wakeboards, SUP (stand-up paddleboarding), bodyboards, water skiing, boat tubes, and water-sport protective gear.
- Action Sports Apparel Bags, backpacks, t-shirts, shoes, socks, gloves, pants, headwear, jackets, hoodies, mid-layers, underwear, insoles, and clothing care products for skaters, snowboarders, BMX riders, and outdoor enthusiasts.
- Roller Hockey Equipment Roller hockey skates, sticks, balls, pucks, wheels, bearings, and protective gear for roller hockey players.
- Roller Skis Roller skis for classic and skating techniques, including bindings, wheels, poles, and headlamps for cross-training and summer ski practice.
- Balance Bikes Balance bikes for toddlers and young children to develop motor skills before transitioning to pedal bikes or scooters.
- Ramps & Rails BMX ramps, funboxes, grind rails, scooter ramps, and skateboard ramps for home practice and skill development.
- Kendama Traditional Japanese skill toy for developing hand-eye coordination, balance, and reflexes, popular within the action sports community.
- Snowscoots Scooter-like winter sports equipment designed for riding on snow, combining elements of scooters and snowboards.
Companies that use SkatePro ApS
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
SkatePro ApS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
SkatePro ApS partnerships and signals
Strategic signalScale indicators5 records
Recent moves4 records
Expansion highlights5 records
SkatePro ApS competitors and assessment
Company assessmentBroad incumbents
- Amazon: Global e-commerce marketplace carrying the same action sports brands SkatePro resells, often at lower prices with Prime delivery — a structural competitor and pricing anchor for any multi-brand sporting goods e-commerce retailer.
- Backcountry: US outdoor and action sports e-commerce retailer with broad gear assortment including ski, snowboard, and surf — overlaps with SkatePro in winter sports and surf categories and shares a content-led, expert-positioned retail model.
- Decathlon: Global mass-market sporting goods retailer with deep private-label assortment across action sports categories including BMX, scooters, skates, and winter sports — competes with SkatePro on breadth and price but with vastly larger scale and physical stores.
- REI: US consumer co-op and large specialty outdoor retailer with a growing action sports assortment (skates, scooters, snowboards) and strong content/educational platform — competes with SkatePro at the higher-end of the multi-sport specialty segment.
- Zumiez: US specialty retail chain focused on skateboarding, snowboarding, and action sports apparel and hardgoods with ~700 stores — comparable customer demographic and product categories to SkatePro, but with a physical-store-led model.
Direct peers
- Jenson USA: US online cycling and action sports retailer with strong BMX and mountain bike assortment — comparable to SkatePro on BMX hardgoods and parts depth with a similar direct-to-consumer online model.
- Evo: US-based online and physical action sports retailer focused on ski/snowboard, skate, and surf gear with deep category expertise and resort-town experiential stores — a strong direct comparable for SkatePro's winter sports and surf verticals.
- Tactics: US-based online skateboarding and snowboarding retailer with deep hardgoods catalog, content-driven buying guides, and enthusiast positioning — directly comparable to SkatePro in catalog depth, content strategy, and target customer.
- Blue Tomato: Austrian-based action sports e-commerce retailer (acquired by Zumiez) selling snowboards, skateboards, surf, and streetwear across Europe — the closest direct peer to SkatePro in geography, category breadth, and pure-play online model.
- Chain Reaction Cycles: Global online cycling retailer (part of WiggleCRC group) with deep BMX, MTB, and scooter categories and international shipping — directly comparable to SkatePro on BMX hardgoods, parts, and global e-commerce fulfillment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
SkatePro ApS social profiles
Digital presenceSkatePro ApS financial estimates
Financial estimateRevenue estimate
Valuation estimate
SkatePro ApS leadership team
Management profileNumber of profiles
SkatePro ApS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SkatePro ApS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SkatePro ApS
What does SkatePro ApS do?
SkatePro ApS is a pure-play e-commerce retailer that sells equipment, parts, protective gear, and apparel for action sports. Its catalog covers inline skates, roller skates, pro stunt scooters, BMX bikes and components, skateboards, longboards and cruiser skateboards, winter sports equipment (alpine skis, snowboards, ice skates, cross-country skiing, roller skis), and surf and water sports gear. The company stocks 20,000+ unique products from hundreds of brands and ships globally without operating physical retail locations.
Is SkatePro ApS a public or private company?
SkatePro ApS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SkatePro ApS founded?
SkatePro ApS was founded in 1996.
Where is SkatePro ApS based?
SkatePro ApS is headquartered in Hinnerup, Denmark, in the Europe region.
How does SkatePro ApS make money?
One revenue line is on record: product Sales.
Who are SkatePro ApS's main competitors?
Broad incumbents on record are Amazon, Backcountry, Decathlon, REI and Zumiez. Direct peers are Jenson USA, Evo, Tactics, Blue Tomato and Chain Reaction Cycles.
Does SkatePro ApS have an API?
No public API is recorded for SkatePro ApS.
What industry is SkatePro ApS in?
SkatePro ApS's product category is Action Sports E-commerce Retail. Its primary akta.pro industry code is CRAMABAN, Motorsports & Powersports Gear & Accessories Retail, with a secondary code of CRAMAJAA, Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles). Its NAICS code is 45911 and its SIC code is 5945.