Intersport Sweden and Intersport Denmark have announced their merger into a unified Nordic structure.
Intersport Sweden and Intersport Denmark are merging. The background to this is that Intersport seeks to challenge the two other major Nordic players, Stadium in Sweden and XXL in Norway, on their home ground. Intersport emphasizes that the new, joint structure will strengthen its position in the Nordic market and enable greater economies of scale, an improved customer experience, and a more sustainable and efficient business model. Pontus Petersson, current CEO of Intersport Sweden, will be taking on the role of CEO and Group CEO of the merged operations.
A lot has been going on at Intersport Sweden, which entered into new ownership in the autumn of 2024 and bought 12 percent of one of Swedens largest bicycle chains in January 2025.
“By combining our strengths and experience, we can develop an even stronger sports destination in the Nordic region,” said Petersson. ”The merger is part of our growth strategy and creates a new foundation for strengthening cooperation with our brand partners and offering an even more inspiring and dynamic workplace for our dedicated employees.”
Closer cooperation in areas such as product range, purchasing, logistics and digital development will, the companies believe, create stronger conditions for meeting future demand and developing Intersport as the Nordic region’s most inspiring sports destination. The local roots in both Sweden and Denmark will remain, with a continued focus on meeting customer needs in each market.
The merged entity will have a turnover of approximately SEK 3.5 billion (€320m) and around 2,200 employees spread across 156 stores in the two countries. It will also be collaborating with over 1,850 sports clubs in Sweden and Denmark.
“This is a fantastic opportunity for us to grow together and benefit from each other’s strengths,” said Peter Lau Larsen, CEO of Intersport Denmark. ”We look forward to working even more closely with our Swedish colleagues and creating a stronger and more relevant customer experience for Danish customers.”
Intersport International is also pleased with the merger. “This is very good news for our group,” said Corinne Gensollen, Chair of its Board of Directors. ”By combining Intersport Sweden and Intersport Denmark, we are strengthening our position and improving our opportunities to develop the brand in a more profitable and sustainable way.”
