swedish tennis society

What swedish tennis society does

Swedish Tennis Society (STS) is a private tennis training provider founded in 2018 and headquartered at Stockholms Tennishall on Kungsholmen, Stockholm. The company operates exclusively from this single central-Stockholm indoor facility and delivers structured tennis coaching across three age-segmented group programs (Mini Tennis for ages 4-10, Junior Tennis for ages 11-17, and Adult Tennis for ages 18+), supplemented by private coaching, seasonal tennis camps, and tennis travel packages to Marbella in partnership with Sports Tours Andalusia. The technology layer is a web-based booking and course-management platform with a bilingual Swedish/English website and contact-form-based enrollment; the company lists no proprietary software products or mobile applications.

STS employs 20+ certified coaches and runs 50+ training sessions per week, having trained 2,500+ players since inception with a current active base of 500+ members and a 4.9/5 average rating. The business model is a hybrid of recurring semester subscriptions (group training priced 4,370-7,290 SEK per semester plus a 210 SEK annual membership fee), pay-as-you-go private coaching (700-800 SEK/hr per person with declines for larger groups and longer packages), one-time camp fees (1,750-3,500 SEK), digital gift cards, and referral-driven acquisition. Distribution is direct-to-consumer exclusively through the company website, with secondary acquisition channels including referral discounts and a wellness-allowance (friskvårdsbidrag) employer-benefit integration allowing B2B2C reach into corporate wellness programs. STS is privately held with no disclosed funding, parent company, or institutional investors.

Name

swedish tennis society

Legal name

Swedish Tennis Society HB

Website

https://swedishtennissociety.com

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Swedish Tennis Society is a Stockholm-based tennis training provider founded in 2018, offering semester-based group coaching, private lessons, and camps for children and adults out of Stockholms Tennishall on Kungsholmen, with 500+ active members and 20+ certified coaches.

Ownership category

akta.pro rank

Product category

Tennis Training Services

NAICS

Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)

akta.pro primary industry

Tennis & Racquet Sports Clubs (Tennis, Padel, Pickleball, Squash) (MPAKABAF)

akta.pro secondary industries

Single-Sport Skill Academies (Soccer, Basketball, Tennis, etc.) (MPAKAJAB), Sports & Recreation Lessons (Surfing, Skiing, Golf, Tennis) (THAJAKAN)

Keywords

• Tennis training services
• Private tennis coaching
• Group tennis classes
• Tennis camps
• Tennis education

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Semester-based Group Training Courses: Recurring semester subscriptions for group tennis training courses (Mini Tennis, Junior Tennis, Adult Tennis). Terms run approximately 17-18 weeks each with autumn (Aug-Dec) and spring (Jan-May) semesters. Annual membership fee of 210 SEK required.
2. Private Coaching Sessions: Hourly private tennis lessons with certified coaches. Offered in packages of 1, 5, or 10 hours with pricing tiers based on group size (1-4+ players). Court fees separate from coaching prices.
3. Tennis Camps: Intensive tennis camp programs during summer and winter breaks. Offered as weekday camps (4 days) or weekend camps (2 days) at fixed prices.
4. Gift Cards: Digital gift cards available in variable amounts, valid for one year. Can be applied to private lessons, group training, and court fees.
5. Tennis Trips: Tennis travel packages to Marbella, Spain in partnership with Sports Tours Andalusia. Includes accommodation, training, and activities.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels4 records

Core offering

Swedish Tennis Society delivers in-person tennis training services at Stockholms Tennishall on Kungsholmen in Stockholm. Offerings include age-segmented semester group courses (Minitennis for ages 4-10, Juniortennis for ages 11-17, and Vuxentennis for adults 18+), private coaching packages, intensive tennis camps during school breaks, organized tennis trips to Marbella, and digital gift cards.

Product overview

Swedish Tennis Society (STS) operates as a tennis training services provider offering a portfolio of seven distinct products: Minitennis for children (4-10 years), Juniortennis for youth (11-17 years), Vuxentennis for adults (18+ years), Privatträning (private coaching), Tennisläger (tennis camps), Tennisresor (tennis trips), and Presentkort (gift cards). The services are delivered primarily at Stockholms Tennishall on Kungsholmen, with group training offered in semester formats and private coaching available year-round with flexible scheduling. The product portfolio progresses from introductory youth programs through advanced adult training, supplemented by camps, travel experiences, and gift card options.

Differentiator

Problem solved

Functional benefit

Products and services

• Minitennis Introductory tennis program for children aged 4-10, organized into age-appropriate groups (4-6, 7-8, 9-10 years) with 40-minute weekly sessions. Uses soft balls and focuses on building fundamental technique, coordination, and confidence in a safe, social environment with 8-12 students and 2 coaches per group.
• Juniortennis Tennis training program for young players aged 11-17 years, offered in semester format with groups divided by skill level (11-13, 13-15, 15-17 years). Features 60-minute weekly sessions in groups of 4-6 players, combining technical, tactical, and physical development with strong emphasis on balanced groups and high teaching quality.
• Vuxentennis Adult tennis course for players aged 18+ years, spanning one semester (Autumn term: week 34-51; Spring term: week 3-21) with 60-minute weekly sessions in groups of 4 players. Offers tailored groups for all skill levels with dedicated coaches and strong community focus.
• Privatträning Private one-on-one coaching sessions for individual players or small groups (2-4+ people), offering 100% tailored training with flexible scheduling. Packages range from single sessions to multi-hour bundles with per-hour pricing decreasing for longer commitments (800 SEK/h for 1 person, down to 399 SEK/h/person for 4+ players for 10 hours).
• Tennisläger Intensive tennis camps for all ages and levels, available as weekday camps (Monday-Thursday) and weekend camps (Saturday-Sunday). Weekday camps offered in weeks 25, 26, 28, 33 with morning (9am-12pm, 3h/day) or evening (6pm-8pm, 2h/day) sessions at 3500 SEK. Weekend camps at 1750 SEK with 3-hour daily sessions.
• Tennisresor Tennis trip packages to Marbella, Spain in partnership with Sports Tours Andalusia. Includes 6-7 nights accommodation at 4-star Royal Tennis Hotel, daily breakfast, 20-24 hours of structured training and match play, gym access, pool access, and experienced tour leader/coach throughout the trip.
• Presentkort Digital gift cards available in variable amounts, valid for one year, applicable to private and group lessons, court rental, and equipment purchases. Can be converted to group training and offer flexible scheduling for recipients.

Quantifiable outcome

• 2500+ satisfied players trained since 2018
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• Sports Tours AndalusiaminorGTM or Marketing PartnerPartner for organized tennis trips to Marbella, Spain. STS refers members to Sports Tours Andalusia for tennis travel packages. Packages include 6-7 nights accommodation at Royal Tennis Hotel (4-star), daily breakfast, 20-24 hours structured training, gym access, pool access, and experienced tour leader/coach throughout trip.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mouratoglou Academy: High-end tennis academy in France offering group programs, private coaching, camps, and international student pathways. Closely matches STS's model of multi-tier tennis instruction spanning juniors, adults, and intensive camps, but at a global premium scale.
• Rafa Nadal Academy by Movistar: Premium tennis academy in Mallorca offering semester-style programs, private coaching, and camps for juniors and adults. Operates a comparable product stack to STS—group courses, private lessons, and travel/camp offerings—targeting the same learner-to-competitive pathway.
• Sanchez-Casal Academy: Tennis academy in Barcelona combining group instruction, private coaching, and academic schooling. Mirrors STS's curriculum-driven, skill-segmented approach and emphasizes the same junior-to-competitive development journey.
• Evert Tennis Academy: US-based tennis academy offering year-round junior programs, private coaching, and camps. Overlaps directly with STS's Junior and Private Coaching offerings and similar age-segmented curriculum design.
• Nike Tennis Camps (by US Sports Camps): Network of branded tennis camps across the US serving juniors and adults with intensive multi-day formats. Comparable to STS's Tennisläger (tennis camps) product line in structure and target audience, though delivered across multiple geographies rather than one venue.

Broad incumbents

• IMG Academy: Large multi-sport academy in the US with a flagship tennis program (formerly Nick Bollettieri). Comparable in the sense that it offers structured tennis training for children, juniors, and adults, but at a much broader scale and across multiple sports.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/swedish-tennis-society

Compliance1 record

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 swedish tennis society