Business model
Powering Active Lives
Vision
To enable more people to live healthier, more fulfilled lives through the power of sports and an active lifestyle.
Mission
We inspire and empower athletes and enthusiasts by delivering specialist products, services, and experiences. 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.
Strategic Targets
Make more people fall in love with sports by offering the best products and expertise, for enthusiasts, by enthusiasts.
1
Help people achieve more in their active lifestyles by creating market-leading brands, services, and retail destinations.
2
Promote sustainable living through responsible business, fossil-free mobility, and a circular mindset.
3
Build a Nordic powerhouse of specialist sports brands and services that fuel passion and long-term engagement in sports.
4
We elevate the next specialist store experience – offline and online
"Where expertise meets experience – in-store and online."
We believe sports stores should do more than just sell gear – they should inspire. Across our specialist stores and digital platforms, we create environments where expert advice, handpicked products, and community come together. Whether online or offline, we elevate the shopping experience so you can start, stay, and thrive in your sport.
We evolve new sustainable services to help sports professionals and enthusiasts
"Smarter services for a stronger, more sustainable sports life."
We empower pros and enthusiasts alike with services that make a lasting difference. From designing and equipping world-class gyms, making the most helpful content and building communities to creating smart rental and circular solutions, we help you get more out of your gear – for longer. Together, we’re building a more sustainable way to enjoy and live sports.
We innovate new sports brands and products
"Innovating the gear that moves you forward."
From high-performance apparel to cutting-edge gear, we develop brands and products designed to push boundaries in cycling, running, fitness, and team sports. Our brands are built by athletes, for athletes – combining innovation, quality, and passion to help you achieve more every day.
unique and scalable
At WeSports Group, we leverage a unique and scalable business model to build the leading specialist sports group in Northern Europe.
Vertically Integrated Specialist – Pursuing dominance in selected categories through combining own brands, retail destinations, and distribution – already #1 in several categories.
Combining Scale & Specialist Position – Our group structure gives scale that enables specialists to grow, keeping entrepreneurial drive and focus on expertise.
Own Brands & Value Chain Integration – Trusted specialist position enables high share of own brands and cross-selling products.
Proven Team for Profitable Growth – WeSports group is founded and backed by a team that successfully has done similar journeys before; cost consciousness and “everyday is gameday” are key factors.
By continuously optimizing our operations and expanding our specialist reach, we are shaping the future of sports retail in Northern Europe.