Norsk Friluftsliv
Norsk Friluftsliv is a Norwegian non-profit umbrella federation for 19 voluntary outdoor recreation organizations, serving roughly one million memberships, nearly 5,000 local clubs, and the broader Norwegian public through advocacy, grant administration, free educational materials, and survey-based research.
- Company typePrivate
- Founded1989
- HeadquartersOslo, Norway
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Norsk Friluftsliv does
Norsk Friluftsliv (Norwegian Outdoor Life) is a Norwegian non-profit umbrella organization (fellesorganisasjon) founded in 1989 and headquartered at Christian Krohgs Gate 10, Oslo. It serves as the joint representative body for 19 large voluntary outdoor recreation organizations, collectively representing approximately one million memberships and nearly 5,000 local clubs and associations across Norway. The organization does not pursue commercial revenue; instead it administers public grants from Miljødirektoratet (the Norwegian Environment Agency) and Kulturdepartementet (the Ministry of Culture) and redistributes them to its member organizations, supplemented by membership-related contributions.
Its core product surface is a portfolio of free, primarily educational resources and digital platforms rather than a single software product. Offerings include the Friluftsknappen activity booklet for children aged 5–12, the Turmat fra hele verden inclusion tool, multi-language brochures on outdoor life and health, posters on clothing and litter decomposition, and dedicated guides for schools, kindergartens, and SFO (after-school care). Digital platforms include the Friluftslivsbarometeret research site, a Solea-based eApply grant portal for member organizations, an activity calendar, and a website backed by HubSpot for newsletters, Google Analytics for web telemetry, and Cookiebot for consent management. The underlying technology stack is modest and oriented toward content distribution and grant administration, not proprietary software.
The go-to-market model is community-led, layered across political advocacy (representation on outdoor life legislation and the allemannsretten), grant administration for member organizations, free resource distribution to the Norwegian general public and educational institutions, and recurring survey-driven thought leadership (Ipsos partnership on Friluftslivsbarometeret and Natur- og miljøbarometeret). Commercial distribution channels include a national press room via NTB, active social media presence (Facebook, Instagram, TikTok, LinkedIn), and a partnership with Stiftelsen BUA for free equipment lending. Customer segments span the general public, the 19 member organizations, schools/kindergartens/municipalities, researchers, and government agencies.
Norsk Friluftsliv firmographics
Firmographics- Name
- Norsk Friluftsliv
- Legal name
- Norsk Friluftsliv
- Website
- https://norskfriluftsliv.no
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Norsk Friluftsliv is a Norwegian non-profit umbrella federation for 19 voluntary outdoor recreation organizations, serving roughly one million memberships, nearly 5,000 local clubs, and the broader Norwegian public through advocacy, grant administration, free educational materials, and survey-based research.
- Ownership category
- akta.pro rank
Norsk Friluftsliv industry classification
Industry- Product category
- Outdoor Recreation Advocacy and Federation Services
- NAICS
- Environment, Conservation and Wildlife Organizations (813312)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Forestry & Reforestation (BPAGAGAD)
Keywords
Where Norsk Friluftsliv is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Norsk Friluftsliv business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Government Grants and Public Funding: Norsk Friluftsliv administers public subsidies from the Ministry of Culture (Kulturdepartementet) for outdoor activities for children and youth (gaming/multiplier funds), and from the Norwegian Environment Agency (Miljødirektoratet) for outdoor life initiatives. These are distributed to member organizations.
- Membership and Organizational Contributions: As an umbrella organization for 19 member organizations with approximately 1 million memberships and nearly 5,000 local clubs and associations, the organization receives contributions and cooperation fees from its member base.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Norsk Friluftsliv product offering
Product offeringCore offering
Norsk Friluftsliv is the national umbrella organization (fellesorganisasjon) coordinating 19 voluntary outdoor recreation organizations with approximately one million memberships and nearly 5,000 local clubs in Norway. It delivers political advocacy for outdoor life and the right to roam (allemannsretten), administers public grants from Miljødirektoratet and Kulturdepartementet to member organizations, produces free downloadable educational materials and guides, runs national campaigns such as Friluftslivets år 2025, and commissions nationally representative Ipsos surveys on outdoor behavior.
Product overview
Norsk Friluftsliv is a umbrella organization for 19 voluntary outdoor recreation organizations in Norway, serving approximately one million members and nearly 5,000 local clubs and associations. The organization does not offer a single software product but rather provides a portfolio of educational materials, guides, and platforms. Core offerings include free downloadable/orderable materials such as the Friluftsknappen activity booklet for children, Turmat fra hele verden inclusion tool, brochures about outdoor life and health, and various guides for schools, kindergartens, and SFO (after-school care). Digital platforms include Friluftslivsbarometeret for survey research, an eApply portal for subsidy applications, and an Aktivitetskalender activity calendar. The organization also hosts the triennial Forskning i friluft research conference and manages subsidy schemes from Miljødirektoratet and Kulturdepartementet for member organizations.
Differentiator
Problem solved
Functional benefit
Brands
- Friluftslivets år 2025: Year of Outdoor Recreation 2025 - a major initiative celebrating and promoting outdoor recreation in Norway
- Turmat fra hele verden
- Naturen som læringsarena
- Friluftslivets uke
- Friluftsknappen
- Forskning i friluft
Products and services
- Friluftsknappen activity booklet
Quantifiable outcome
- 84% of Norwegians say being in nature has a positive effect on mental health
- +4 more outcomes
Companies that use Norsk Friluftsliv
Customer profileSegments6 records
Ideal customer profiles5 records
Norsk Friluftsliv technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
Norsk Friluftsliv partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Miljødirektoratet (Norwegian Environment Agency)coreNorsk Friluftsliv partners with Miljødirektoratet to administer grants for outdoor life activities. The agency co-commissions the Natur- og miljøbarometeret (Nature and Environment Barometer) survey along with Norsk Friluftsliv, NJFF, and Statskog.
- Kulturdepartementet (Ministry of Culture)coreNorsk Friluftsliv administers government subsidies (gaming funds/spillemidler) from the Ministry of Culture for outdoor life activities targeting children and youth, distributed to member organizations.
- IpsoscoreNorsk Friluftsliv commissions Ipsos to conduct regular surveys on outdoor behavior, attitudes toward nature, and the role of social media in outdoor recreation. These surveys are a core part of the organization's research and advocacy work.
- Stiftelsen BUAcoreBUA is a national association and network of equipment lending schemes for children and youth. Norsk Friluftsliv signed a cooperation agreement with BUA in October 2016 to make outdoor equipment more accessible and get more people outdoors more often.
- Hold Norge RentminorPartnership with Hold Norge Rent (Keep Norway Clean) on anti-littering campaigns. Jointly promotes 'Tur med mening' (Tur with Purpose) campaign encouraging people to pick up litter while hiking.
- Friluftsrådens LandsforbundcoreNorsk Friluftsliv collaborated with Friluftsrådens Landsforbund to produce the 'Friluftslivets bærekraftsplakat' (Outdoor Life Sustainability Poster), which outlines how outdoor life organizations contribute to the UN Sustainable Development Goals.
- Norges Jeger- og Fiskerforbund (NJFF)coreNJFF co-commissions the Natur- og miljøbarometeret survey with Miljødirektoratet, Statskog, and Norsk Friluftsliv.
- StatskogcoreStatskog co-commissions the Natur- og miljøbarometeret survey with Miljødirektoratet, NJFF, and Norsk Friluftsliv.
- Norges Bondelag, TYR, Tine, Norges Bonde- og Småbrukarlag, GenominorJointly developed the Kuvettreglene (Cow Etiquette Rules) guidelines for hikers encountering livestock on pasture, published as free downloadable posters on Norsk Friluftsliv's website.
- NTB (Norsk Telegrambyrå)coreNorsk Friluftsliv maintains a press room through NTB (Norwegian News Agency) for distributing press releases and news to Norwegian media outlets.
- Barne-, ungdoms- og familiedirektoratet (Bufdir)minorBufdir offers subsidies for activities aimed at counteracting exclusion among children and youth, which Norsk Friluftsliv promotes through its inclusion work.
- Helsedirektoratet (Norwegian Directorate of Health)minorHelsedirektoratet offers subsidies for information and contact-creating work in health and care, relevant to Norsk Friluftsliv's mental health through nature programs.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Norsk Friluftsliv competitors and assessment
Company assessmentDirect peers
- Norges Jeger- og Fiskerforbund (NJFF): Norwegian hunting and fishing association; a peer member and co-commissioner with Norsk Friluftsliv on the Natur- og miljøbarometeret survey, operating in outdoor/nature engagement and policy advocacy.
- Friluftsrådenes Landsforbund: Norwegian umbrella for regional outdoor recreation councils; collaborates directly with Norsk Friluftsliv on the Friluftslivets bærekraftsplakat (UN SDG poster) and operates in the same national outdoor-life federation space.
- Naturvernforbundet: Norwegian Society for Nature Conservation — Norway's largest environmental NGO; overlapping mission on nature access, policy advocacy, and where former Norsk Friluftsliv Generalsekretær Ingeborg Gjærum previously held a leadership role.
- Hold Norge Rent: Norwegian anti-littering organization running joint campaigns (Tur med mening) with Norsk Friluftsliv; peer in environmental awareness, volunteer mobilization, and outdoor-life education.
Others
- Miljødirektoratet: Norwegian Environment Agency — primary public funder and policy counterpart; not a peer organization but a strategic ecosystem stakeholder that co-shapes the outdoor-life agenda alongside Norsk Friluftsliv.
- Stiftelsen BUA: Norwegian foundation providing free outdoor-equipment lending for children and youth; an ecosystem partner of Norsk Friluftsliv with overlapping inclusion/equipment-access goals since 2016.
Regional players
- Friluftslivets Fellesorganisasjon (Sweden): Swedish national outdoor life umbrella organization; analogous federation model representing member outdoor associations and running parallel friluftsliv advocacy in a neighboring Nordic market.
- Dansk Friluftsliv: Danish umbrella for outdoor recreation organizations; structural peer running similar advocacy, surveys, and inclusion programs in a neighboring Nordic country.
Broad incumbents
- WWF Norway: Norwegian arm of a global conservation NGO; broader environmental mandate but overlapping on nature conservation advocacy and youth/education programming relevant to Norsk Friluftsliv's audience.
Emerging players
- Natur og Ungdom: Norwegian youth environmental organization; partially overlapping on youth-focused nature advocacy and where Ingeborg Gjærum previously served as leader — relevant as a pipeline for youth engagement that complements Norsk Friluftsliv's broader outdoor agenda.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Norsk Friluftsliv social profiles
Digital presenceNorsk Friluftsliv compliance and trust
Trust signalCompliance1 record
Norsk Friluftsliv financial estimates
Financial estimateRevenue estimate
Valuation estimate
Norsk Friluftsliv leadership team
Management profileNumber of profiles
Profiles3 records
Norsk Friluftsliv funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Norsk Friluftsliv 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 Norsk Friluftsliv
What does Norsk Friluftsliv do?
Norsk Friluftsliv is the national umbrella organization (fellesorganisasjon) coordinating 19 voluntary outdoor recreation organizations with approximately one million memberships and nearly 5,000 local clubs in Norway. It delivers political advocacy for outdoor life and the right to roam (allemannsretten), administers public grants from Miljødirektoratet and Kulturdepartementet to member organizations, produces free downloadable educational materials and guides, runs national campaigns such as Friluftslivets år 2025, and commissions nationally representative Ipsos surveys on outdoor behavior.
Is Norsk Friluftsliv a public or private company?
Norsk Friluftsliv is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Norsk Friluftsliv founded?
Norsk Friluftsliv was founded in 1989. It employs 11 to 50 people.
Where is Norsk Friluftsliv based?
Norsk Friluftsliv is headquartered in Oslo, Norway, in the Europe region.
How does Norsk Friluftsliv make money?
Two revenue lines are on record. Government Grants and Public Funding is the primary driver. The others are membership and Organizational Contributions.
Who are Norsk Friluftsliv's main competitors?
Direct peers on record are Norges Jeger- og Fiskerforbund (NJFF), Friluftsrådenes Landsforbund, Naturvernforbundet and Hold Norge Rent. Others are Miljødirektoratet and Stiftelsen BUA. Regional players are Friluftslivets Fellesorganisasjon (Sweden) and Dansk Friluftsliv. WWF Norway is listed as a broad incumbent. Natur og Ungdom is listed as an emerging player.
Does Norsk Friluftsliv have an API?
No public API is recorded for Norsk Friluftsliv.
What industry is Norsk Friluftsliv in?
Norsk Friluftsliv's product category is Outdoor Recreation Advocacy and Federation Services. Its primary akta.pro industry code is BPAGAGAD, Forestry & Reforestation. Its NAICS code is 813312 and its SIC code is 8600.