Sportsmaster

What Sportsmaster does

Sportsmaster, legally Nordic Sportsmaster AS (Norwegian org. nr 915 995 551), is a Norway-based specialty retailer of fitness equipment and training accessories operating primarily through its e-commerce platform sportsmaster.no and a physical showroom at its Nesbru (Asker) headquarters. The company serves two parallel customer segments — private consumers (B2C, with Vipps-registered accounts) and business customers (B2B, including sports clubs, gyms, hotels, corporate facilities and rehabilitation centers) — and organizes its catalog into four quality tiers (Lett, Aktiv, Pro, Premium) with price points spanning from roughly 4,625 NOK for entry-level walkpads to over 100,000 NOK for commercial-grade machines.

The product portfolio is broad and SKU-deep, covering cardiovascular equipment (treadmills, rowing machines, spin bikes, ergometer bikes, elliptical/cross trainers, climbing/stair machines, ski ergs, air bikes), strength training (Olympic-standard strength packages, plate-loaded and bodyweight machines, benches, racks and cages, multi-gyms, cable crossovers, free weights including plates, barbells, dumbbells, kettlebells, YBell), basic training accessories (mats, rings, medicine balls, plyo boxes, resistance bands, foam rollers, boxing bags), training flooring, body analysis tools (InBody, VO2 Max, lactate meters), and used/demonstration equipment. The proprietary Sportsmaster brand sits alongside an extensive portfolio of sub-brands (Centr, Lexco, Xebex, Vertex, Pivot, Get RX'd, Exer, Norse, Gungnir, PAVI, 2XL, Brisafe) and authorized distribution for premium international brands including Life Fitness, Concept2, Assault Fitness, TRX, InBody and Flexvit. Selected equipment integrates via Bluetooth with third-party platforms (Zwift, Kinomap, Strava, MyZone, Freelap, Apple Watch). Marketing leverages athlete endorsements from Olympic runner Jakob Ingebrigtsen and cross-country skier Harald Østberg Amundsen.

The business model is direct retail of fitness hardware to Norwegian buyers, supplemented by service, repair, assembly and maintenance offerings run from the Nesbru service department with a small regional service office in Bergen and a partner service network across Norway. Order fulfillment runs through the Gardermoen warehouse operated by logistics partner AIT Worldwide Logistics. Pricing is one-time/per-unit across all tiers with a 60-day open purchase policy. The company is privately held, generates no disclosed revenue figures, has no external funding, no M&A activity and no public listings in the source data, and operates exclusively within Norway.

Name

Sportsmaster

Legal name

Nordic Sportsmaster AS

Website

https://sportsmaster.no

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Sportsmaster is a Norway-based specialty retailer that sells fitness equipment and training accessories to private consumers, gyms, sports clubs, hotels and corporate facilities through its e-commerce platform sportsmaster.no and a Nesbru showroom.

Ownership category

akta.pro rank

Product category

Fitness Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

akta.pro secondary industry

Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

Keywords

• Fitness equipment
• Cardiovascular machines
• Strength training equipment
• Gym equipment retail
• Training accessories

Headquarters

HQ city

Nesbru

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Sales of Fitness Equipment: Sportsmaster generates revenue through direct retail sales of fitness equipment to both private consumers (B2C) and businesses (B2B). Products are sold through their e-commerce platform with pricing ranging from budget-friendly options (starting around 4,625 NOK for walkpads) to premium commercial equipment (up to 100,000+ NOK for professional machines). The company offers their own Sportsmaster branded products alongside third-party brands.
2. Service and Technical Support: The company provides service, repairs, and maintenance services for fitness equipment, including regular delivery, assembly, service, repairs and maintenance for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Sportsmaster is a Norwegian fitness equipment retailer that sells cardiovascular machines (treadmills, rowing machines, spin bikes, ergometer bikes, elliptical trainers, climbing machines, ski ergs, air bikes), strength training equipment (Olympic-standard strength packages, plate-loaded machines, multi-gyms, racks/power cages, training benches), free weights, basic training accessories, training flooring, and body composition analysis tools. Products span an own Sportsmaster brand plus international brands (Life Fitness, Concept2, Assault Fitness, TRX, Freelap, MyZone, InBody, etc.) across four quality tiers (Lett, Aktiv, Pro, Premium) for home users, sports clubs, hotels, fitness centres, PT studios, and rehabilitation facilities. The company also provides delivery, assembly, service, repairs, and maintenance for the equipment it sells.

Product overview

Sportsmaster is a Norwegian fitness equipment retailer offering a comprehensive portfolio of cardio machines (treadmills, rowing machines, spin bikes, ergometer bikes, elliptical trainers, climbing machines, ski ergs, and air bikes), strength training equipment (complete Olympic-standard strength packages, plate-loaded machines, bodyweight machines, training benches, squat racks/power cages, multi-gyms, and cable crossovers), and free weights (plates, bumpers, barbells, dumbbells, kettlebells, YBell, and storage racks). Additional offerings include basic training gear (mats, rings, medicine balls, plyo boxes, resistance bands), training flooring solutions, body composition analysis tools (InBody, VO2 Max, lactate meters), used equipment, and the collaborative CENTR x HYROX competition equipment line. Products range from entry-level home training (Lett category) through professional (Pro) to commercial-grade (Premium), serving individual consumers, businesses, sports clubs, and fitness centers.

Differentiator

Problem solved

Functional benefit

Brands

• Sportsmaster: Proprietary brand of fitness equipment including treadmills, exercise bikes, cross trainers, and strength equipment.
• Centr
• Lexco
• Xebex

Products and services

• Treadmills (Tredemølle)
• Rowing Machines (Romaskin)
• Spin Bikes (Spinningsykkel)
• Ergometer Bikes (Ergometersykkel)
• Elliptical Trainers / Crosstrainers (Ellipsemaskin)
• Climbing and Stair Machines (Klatre- og Trappemaskin)
• Ski Ergs (Stakemaskiner / Skierg)
• Air Bikes (Airbikes)
• Strength Training Packages (Styrkepakker)
• Strength Machines (Styrkeapparater)
• Training Benches (Treningsbenker)
• Racks, Power Cages, and Squat Stands
• Multi-Gyms and Cable Cross Stations
• Free Weights (Frivekter)
• Basic Training Equipment (Basistrening)
• Training Flooring (Treningsgulv)
• Body Composition Analysis (Kroppsanalyse)
• Pilates Equipment
• Hip Thrust Machines
• Flywheel Training Systems (Exxentric / Flywheel)
• Used and Demo Equipment (Brukt)
• CENTR x HYROX Product Line
• Sportsmaster Home Event Customer engagement event platform for the home training equipment range, hosting product showcases and customer engagement initiatives for Sportsmaster's home fitness audience.
• Delivery, Assembly, Service, Repairs, and Maintenance
• Premium Commercial Strength Equipment (Styrke Premium)

Quantifiable outcome

• 60-day open purchase policy provides purchase security for customers

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

One partnership is on record.

• AIT Worldwide LogisticscoreOthersAIT Worldwide Logistics operates Sportsmaster's main warehouse at Valhallavegen 6, 2060 Gardermoen. They handle inventory management and order fulfillment, with collection available by appointment Monday-Friday 07:00-17:00.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sport-Tiedje (Fitshop): Europe's largest fitness equipment specialist retailer, operating multi-brand home and commercial equipment e-commerce with showrooms across Europe. Directly comparable to Sportsmaster in product breadth, B2C/B2B split, and reliance on premium international brands.
• Treningspartner: Norwegian fitness equipment retailer offering cardio, strength, and free weights with home delivery and installation. Competes head-to-head with Sportsmaster in the same Norwegian market and customer segments.
• Nordic Fighter: Nordic fitness equipment retailer specializing in strength and conditioning equipment, including racks, barbells, and platforms. Comparable to Sportsmaster's strength-training tier and competitive pricing strategy.

Broad incumbents

• XXL ASA: Largest sporting goods retailer in the Nordics with broad assortment including fitness equipment. Overlaps with Sportsmaster on cardio and strength products but competes from a much wider portfolio and stronger purchasing scale.
• Intersport: Global sporting goods chain with Norwegian retail presence carrying fitness equipment, apparel, and accessories. Stocking some of the same international brands as Sportsmaster but with broader retail footprint.
• Power: Major Norwegian electronics and home appliance retailer that has expanded into fitness equipment, home gyms, and connected-training gear. Competes with Sportsmaster on e-commerce discoverability and same-day delivery in Norway.
• Komplett: Leading Norwegian e-commerce platform with a fitness and home-gym category that overlaps with Sportsmaster's entry-level and mid-tier offerings, leveraging scale and logistics to compete on price.
• Life Fitness: Global manufacturer of premium commercial fitness equipment and a current Sportsmaster partner brand. Comparable vendor/customer relationship, and could become a direct competitor if it deepens D2C in the Nordics.
• Technogym: Global premium fitness and wellness equipment manufacturer with a strong connected-platform offering. A relevant comparable for Sportsmaster's Premium tier and B2B commercial segment strategy.

Others

• Fitness World (SATS Group): Nordic fitness center operator with in-house equipment procurement requirements. Comparable as a B2B customer profile for Sportsmaster's Premium commercial-grade installations and service contracts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/nordic-sportsmaster

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 Sportsmaster