Jogg.se / Transpiration AB

What Jogg.se / Transpiration AB does

Jogg.se, operated by Transpiration AB (founded 2006, headquartered in Sweden), is the country's largest running community platform, serving 350,000+ registered members who have collectively logged over 25 million training sessions. The platform delivers a Swedish-language suite of training tools — a training diary, structured paid programs authored by named coaches (Ulf Friberg, Anders Szalkai, Jenny Nilsson), running calculators calibrated on approximately five million Swedish workouts, route maps, a competition calendar, live race results, a community forum, and editorial articles — accessed via web and native iOS/Android apps (the unified JOGG app, which replaced the legacy Svettig application in 2026).

The underlying technology stack centers on a community platform with read/write integrations to the major consumer wearable ecosystems: Garmin, Suunto, Polar, Strava, and Runkeeper. This enables automatic activity import and export and anchors the product inside the broader Swedish running hardware and software ecosystem. Operational partnerships include live race results integration with Team Ultrasweden and event registration infrastructure through the in-house MittLopp platform.

The business model blends multiple revenue streams typical of a niche consumer community: a "Star Membership" subscription tier, one-time training program purchases priced at 100–395 SEK, advertising placements, and race registration fees via MittLopp. The company is bootstrapped, privately held, and operates with a stated team of 1–10 employees. Geographic scope is exclusively Sweden, and the platform has no disclosed internationalization or English-language offering.

Name

Jogg.se / Transpiration AB

Legal name

Transpiration AB

Website

https://jogg.se

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Jogg.se (Transpiration AB) is Sweden's largest running community platform, serving 350,000+ Swedish members with training diaries, structured programs, wearable integrations, and race registration via its web and mobile apps.

Ownership category

akta.pro rank

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Stjärnmedlemskap (Star Membership): Premium subscription providing ad-free experience, advanced mapping features (Google Maps, elevation contours), enhanced data import from Garmin/Suunto/Polar/Strava/Runkeeper, advanced statistics and charts, and discounts on training programs. Members can opt out of site ads via settings. This is a recurring subscription model that supports ongoing site development and operations.
2. Training Programs (Träningsprogram): One-time purchases of structured training programs for running (5km to marathon), cycling, and triathlon. Prices range from 100–395 SEK per program. Star Members receive discounted prices. Programs are delivered via the JOGG app with day-by-day training schedules.
3. Advertising: The site displays advertisements and offers targeted advertising campaigns. Marketing can be directed by location, gender, age, and other demographics. Advertisers can reach a Swedish fitness audience with high engagement and return rates.
4. Race Registration via MittLopp: Jogg operates MittLopp.se, a race registration platform integrated into the Jogg ecosystem. Race registration fees and possibly commissions on sign-ups generate revenue. Star Members receive discounts on race entries through MittLopp.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Jogg.se operates a free online training diary and social community platform for Swedish runners and other exercisers, complemented by a mobile app with GPS tracking. The platform integrates training logs, route mapping, competition calendar, live race results, forums, and curated expert-authored training programs (running, cycling, triathlon) into a single ecosystem. Revenue is generated through premium Star Membership subscriptions, one-time training program purchases, advertising, and race registration fees via the MittLopp sub-brand.

Product overview

JOGG is a unified all-in-one platform for runners and fitness enthusiasts, comprising the core JOGG web platform with training diary, community forum, route maps, competition calendar, live results, and articles. The ecosystem includes the JOGG mobile app (iOS/Android) as the primary tool for GPS tracking and workout logging, integrated training programs delivered through the app, and a premium Star Membership tier unlocking advanced features. All components connect through a centralized training diary that syncs with wearable devices (Garmin, Suunto, Polar) and fitness platforms (Strava, Runkeeper).

Differentiator

Problem solved

Functional benefit

Brands

• MittLopp: Race registration service for organizers to manage event sign-ups and participant management.

Products and services

• JOGG Platform (Web) Sweden's largest running community platform offering a free training diary, social community features (forums, member feeds, municipal leaderboards), GPS route mapping, competition calendar, live race results, articles, and expert-authored training programs for runners, cyclists, and triathletes. Open to any Swedish individual internet user via free self-serve registration.
• JOGG Mobile App Native mobile application for iOS and Android that provides GPS tracking, workout logging, calendar views, and synchronization with the JOGG web training diary. Replaces the previous Svettig app and serves as the primary on-the-go tool for JOGG users.
• Training Programs (Träningsprogram) Curated structured training programs for running (5km, 10km, half marathon, marathon), cycling (315km Vättern), and triathlon (sprint). Authored by experienced coaches Ulf Friberg, Anders Szalkai, and Jenny Nilsson. Delivered via the JOGG app with day-by-day training schedules. Prices range from 100–395 SEK per program, with Star Members receiving 20–33% discounts.
• MittLopp Race Registration Sub-brand race registration service (MittLopp.se) integrated into the Jogg ecosystem, enabling Swedish runners to sign up for races directly through the platform. Star Members receive discounts on race entries.

Quantifiable outcome

• Over 25 million training sessions logged since 2006
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Team UltraswedencoreStrategic or Co-development PartnerJogg.se provides live race results for Team Ultrasweden's ultra-running events, including Ryavallens Ultrafestival, Skövde events, and other ultra races. The partnership enables real-time result tracking during competitions, integrated into the Jogg platform. Jogg explicitly credits Team Ultrasweden as the organizer whose events are supported by the live results feature.
• GarmincoreTechnology or IntegrationStar Members can auto-publish training passes from Garmin devices directly to their Jogg training diary. Garmin Connect data integrates seamlessly into the Jogg platform. This is a data import/integration partnership enabling users to sync their wearable data.
• SuuntocoreTechnology or IntegrationStar Members get unlimited history downloads from Suunto, and one-click import of new workouts from Suunto devices. Seamless data integration for Suunto sports watches.
• PolarcoreTechnology or IntegrationStar Members can auto-publish training passes from Polar devices to their Jogg training diary. Polar Flow data syncs with the Jogg platform.
• StravacoreTechnology or IntegrationStar Members get one-click import of new workouts from Strava. Unlimited history downloads from Strava are available for Star Members. Bi-directional activity sync for runners using Strava.
• Ulf FribergcoreStrategic or Co-development PartnerUlf Friberg, a many-year national team coach, is the author of Jogg's marathon, 10km, and half marathon training programs. Programs are developed specifically for the Jogg platform and app. His programs represent a core product offering for Jogg's premium training program revenue stream.
• Anders SzalkaicoreStrategic or Co-development PartnerAnders Szalkai authored the official Tjejmilen (Women's 10km) training program, a 20-week program for the popular Swedish women's race. Available on both Jogg and MarathonGruppen apps.
• Jenny NilssonminorStrategic or Co-development PartnerJenny Nilsson, an elite triathlete, authored Jogg's triathlon training programs (sprint distance, beginner and intermediate levels). Programs are 12-week structured plans integrated into the Jogg app.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat6 records

Customer concentration

• LinkedInlinkedin.com/company/jogg-se-transpiration-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Jogg.se / Transpiration AB