ABOUT US
the leading sports equipment specialist Group IN THE NorDICS
We are not an average company, our service is not average, and we don’t want our people to be average. We expect every employee to count the handshakes, and not the orders. The customer experiences that don’t just end with a transaction, but with a high five, handshake, hug, thank-you email, or five-star love declaration on Trustpilot.
Helping people live stronger, more active lives – through better sports experiences
Some of our iconic brands that give athletes and consumers the confidence and comfort to excel.
BUSINESS MODEL
SPECIALIST BRANDS –
EXPERT STORES
At WeSports Group, we leverage a unique and scalable business model to build the leading sports equipment specialist group in Northern Europe. We inspire and empower athletes and enthusiasts. By owning and developing leading sports brands, specialist stores, and professional services, we make it easier for people to start, stay in, and achieve more in their chosen sport.
Our purpose
POWERING ACTIVE LIVES
We exist to inspire and enable people to live more active, fulfilling, and sustainable lives through sports. By constantly innovating and elevating the way people experience specialist retail, products, and services, we help more people discover, enjoy, and stay engaged in sports – while building a healthier future for all.
Who executes
founder’s mentality with local leadership in charge
WeSports’ founders/entrepreneurs are shareholders and partners.
Local management are experts in their sport and run the daily business, while WeSports provides strategic support.
Leading principles: results, orientation, cost-consciousness, and flat hierarchies.
our story
WeSports’ story began in 2019, when our founders Mikael Olander, Martin Edblad, Peter Rosvall, Niklas Hammar, and Lars Lindgren set out to reshape specialist sports retail. It all started with the reboot of Cykelkraft, Sweden’s top cycling store, but with a bigger vision: to help more people live active, fulfilling lives through sports.
The founders saw a fragmented market, where passionate athletes and everyday enthusiasts lacked the specialist expertise and inspiration they deserved. Armed with decades of experience in building and scaling businesses, the team set out to change that.
Customer-first ecosystem
From those early days, WeSports expanded beyond cycling – acquiring and developing new specialist stores, building own brands, and integrating services to create a customer-first ecosystem. We focused on product excellence, expert advice, and memorable store experiences, both online and offline.
Today, WeSports Group leads across multiple sports categories in Northern Europe, blending scale with specialist knowledge to make sports more inspiring, accessible, and sustainable.
And this is just the beginning…
129 championship medals won by our employees –
ANd CountIng…
Most of us at WeSports started out in sports, and are still active athletes or enthusiasts. We have felt the excitement of competition. We have trained for hundreds of hours for a personal goal. We have felt the agony of traditional sport stores with limited assortments or sales staff lacking knowledge and passion. We believe in specialists – enthusiasts serving enthusiasts.