The Swedish sports group is strengthening its portfolio with a Norwegian fitness specialist, with a turnover of 200 MNOK (€17.3m).
Swedish company group WeSports, specialists in acquiring sports companies, expands further through the acquisition and partnership with Norwegian Sportsmaster AS. With more than 20 years of experience, Sportsmaster is one of Norway’s most renowned fitness brands. In 2024, the company generated revenues of approximately 200 MNOK (€17.3m) with good profitability, Wesports said.
The company, driven by strong organic growth and solid profitability, owns 55 sports companies/brands. In Q2 2025, Wesports achieved a turnover of 2.7 billion SEK. In an interview with SGIE WeSports CEO Ted Sporre said: “WeSports’ focus is on high and profitable growth. Although we are already leaders in several sports, there is still much to be done (…).”
Founded in 2003, Sportsmaster has built a solid reputation in both the consumer and professional fitness markets. The company sells to both B2B customers and direct-to-consumer via Sportsmaster.no, known for its solid position and broad portfolio of fitness equipment for endurance and strength training – both within value and premium segments. The company also has one of the strongest offerings of external fitness brands in its market. Sportsmaster also owns Fitness Brands AS (fitnessbrands.no) – a key distributor of Life Fitness, Hammer Strength, TRX, and Sportsmaster to B2B customers.
