Skanderborg Firmaidræt

What Skanderborg Firmaidræt does

Skanderborg Firmaidræt is a Danish nonprofit sports association (forening), CVR 34555621, founded in February 1997 in Skanderborg, Denmark. Originally centered on workplace bowling, the organization has evolved into a workplace sports and wellness association serving companies, youth and vocational education schools, and local community members within Skanderborg Municipality. Its core service, Firmamotion, delivers instructors directly to workplaces, supported by three Firmapakker (corporate packages): a 12-week training program, a team-sports package, and a monthly flexible exercise solution.

The product portfolio spans recurring events (Social Run, Kollegapadel, Midsommerstafetten, Arbejdspladsernes Motionsuge), a Digitalt Klubhus member portal hosting training videos, webinars, live sessions, themed campaigns and micro-break content, plus national campaigns such as Tæl Skridt (step counting) and Kollega-Ligaen (e-sports). Underlying technology is a lightweight digital portal rather than a proprietary platform, complemented by Sportstiming (event timing), Createsend (newsletter), and Dankort/MobilePay (payments); no mobile app exists.

Revenue is generated through tiered annual workplace memberships (899 kr for 1-10 employees up to custom pricing for 1,000+ employees, with auto-renewal), per-student school memberships (10 kr, capped at 10,000 kr/year), event participation fees (e.g., 150 kr per Kollegapadel player), and Firmapakker contracts. Go-to-market is direct-to-consumer with workplaces through the website, bi-monthly newsletter, social channels, and on-site instructor visits. The association is affiliated with Dansk Firmaidræt (Denmark's third-largest sports federation) and Erhverv Skanderborg, but operates independently with its own volunteer board, operates with 1-10 employees, and discloses no revenue.

Name

Skanderborg Firmaidræt

Legal name

Skanderborg Firmaidræt

Website

https://skanderborgfirmaidraet.dk

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Skanderborg Firmaidræt is a Danish nonprofit sports association founded in 1997 that delivers workplace fitness programs, instructor-led activities, and community events to employers, schools, and local residents in Skanderborg Municipality.

Ownership category

akta.pro rank

Product category

Corporate Wellness Services

NAICS

Fitness and Recreational Sports Centers (713940), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

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

akta.pro primary industry

Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms) (IMAIALAL)

akta.pro secondary industries

Meet & Invitational Organizers (MPAKADAC), Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Corporate wellness programs
• Workplace fitness memberships
• Employee sports events
• Instructor-led exercise
• Community recreation services

Headquarters

HQ city

Skanderborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Workplace Membership Fees: Annual membership fees charged to workplaces based on number of employees. Tiers range from 899 kr for 1-10 employees up to custom agreements for 1000+ employees. Membership is automatically renewed unless terminated with 1 month written notice.
2. Event Participation Fees: Fees charged for specific events such as Kollegapadel (150 kr per person). Social Run events are offered free of charge to participants. Revenue generated from event-based participation.
3. Firmapakker (Corporate Activity Packages): Paid activity packages for workplaces including 12-week structured training programs, monthly motion sessions, and team sports activities. Pricing varies based on workplace needs, number of employees, and frequency of activities.
4. School Membership Fees: Annual school membership for youth and vocational education institutions. Priced at 10 kr per student/employee with a maximum annual cap of 10,000 kr. Provides access to Ung Cup, Tæl Skridt campaigns, Arbejdspladsernes Motionsuge, and other activities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Skanderborg Firmaidræt organizes workplace fitness memberships, instructor-led exercise sessions, sports tournaments, and community events for member employers and educational institutions in the Skanderborg area. Offerings are sold primarily through tiered corporate membership packages (Firmapakker) priced by employee count, complemented by per-event participation fees for recurring community activities such as running and padel.

Product overview

Skanderborg Firmaidræt is a workplace sports and fitness association offering a comprehensive portfolio of products and services designed to promote exercise, community, and well-being among employees. The core offering consists of Firmamotion (workplace fitness with instructors coming to the workplace) supported by three Firmapakker (corporate packages) offering structured 12-week programs, team sports, or monthly flexible exercise. The event portfolio includes recurring activities like Social Run (monthly running/walking events), Mini Padel tournaments, and annual flagship events including Midsommerstafetten (relay race) and Arbejdspladsernes Motionsuge (workplace fitness week). Additional services include Bevæg jer sammen (self-service activity ideas), Erhvervsuddannelser (programs for vocational schools), and a Digitalt klubhus (digital member portal). The association also offers campaigns like Tæl Skridt (step counting) and Kollega-Ligaen (e-sports). Membership is available for workplaces with tiered pricing based on employee count, providing access to the digital platform, networking events, and discounts on activities.

Differentiator

Problem solved

Functional benefit

Named customers5 records

Segments3 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Dansk FirmaidrætcoreStrategic or Co-development PartnerNational sports federation that Skanderborg Firmaidræt is affiliated with. Provides access to national campaigns (Tæl Skridt, Arbejdspladsernes Motionsuge), Ung Cup, resources, best practices, and organizational support. Dansk Firmaidræt is Denmark's third largest sports federation.
• Erhverv SkanderborgminorStrategic or Co-development PartnerLocal business organization in Skanderborg. Listed as a member organization alongside Dansk Firmaidræt.
• EnkotecminorGTM or Marketing PartnerManufacturing company that hosts Social Run events, opening their facilities for community exercise activities.
• Middelfart SparrekasseminorGTM or Marketing PartnerFinancial institution that hosts Social Run events, providing venue and refreshments for networking and exercise.
• EIVAminorGTM or Marketing PartnerTechnology/survey company that hosts Social Run events for local businesses.
• MakiminorGTM or Marketing PartnerManufacturing company in Hørning that hosts Social Run events for the local business community.
• HR CompanyminorGTM or Marketing PartnerProfessional services company hosting Social Run during Arbejdspladsernes Motionsuge (Workplace Motion Week).
• 8660 PadelminorGTM or Marketing PartnerLocal padel club venue where Kollegapadel events are held in Skanderborg.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• PureGym: Low-cost gym chain with presence in Denmark. Offers corporate wellness partnerships that compete for the same employer budget, primarily for employees who prefer self-directed facility access.
• Fitness World: Large Danish gym chain acquired by Basic-Fit. Offers corporate membership programs and competes for the same employer wellness budgets as Skanderborg Firmaidræt, though distribution is via owned fitness centers.
• Limeade: Employee experience and wellbeing platform serving enterprise HR teams. Competes for the same corporate wellbeing budget via a technology-first platform rather than instructor-led events.
• Wellhub (formerly Gympass): Global corporate fitness benefits marketplace giving employees access to gyms, studios, and wellness apps. Competes for the same corporate wellness budget but via a digital aggregator rather than direct event delivery.
• Dansk Firmaidræt: The national sports federation of which Skanderborg Firmaidræt is a local chapter. Operates the same workplace-sports membership model at the national level, providing campaigns, branding, and infrastructure to local clubs.
• SATS: Nordic fitness chain offering corporate memberships and employer partnerships in Denmark. Comparable as a paid corporate fitness provider, though its model is gym-facility-based rather than instructor-on-site at workplaces.
• Virgin Pulse: Enterprise health, wellbeing, and engagement platform acquired by Virgin. Comparable in selling into corporate HR/benefits teams for employee wellness programs, though as a global software platform rather than a local event organizer.

Regional players

• Actic: Nordic gym and wellness chain operating primarily in Sweden and Norway. Comparable as a Nordic corporate fitness provider with a subscription model targeting similar employer wellness budgets.

Direct peers

• Wellable: Corporate wellness platform offering fitness programming, challenges, and content to employers. Comparable in serving workplace wellness buyers with subscription-based event-style engagement programs.
• Onefit: Nordic flexible corporate fitness subscription giving employees access to multiple gyms and studios. Highly comparable as a Nordic employer-facing wellness subscription product with a similar target buyer (HR/management).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100063818502833
• LinkedInlinkedin.com/company/skanderborg-firmaidr%C3%A6t?trk=public_post_feed-actor-image&originalSubdomain=dk
• Instagraminstagram.com/skanderborg_firmaidraet

Revenue estimate

Valuation estimate

Number of profiles

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 Skanderborg Firmaidræt