A clear community focus, and successful international expansion, are some important keys, the companys CEO said.
Swedish sports brand I Can I Will (ICIW) is consolidating its position as one of the fastest growing players in the industry. In 2024, sales increased to SEK 361 million (€32.9m), while EBIT rose by over 60 percent to SEK 40.5 million (€3.7m). The company has broadened its product range during the year and continues to attract new customers and retailers in the international market.
ICIW has expanded significantly in recent years through its own e-commerce and collaborations with international retailers. With a focus on innovative design, high-quality products, and a clear brand identity, the company has established itself as a strong challenger to the largest global sportswear players.
“Our strong growth in 2024 comes primarily from three areas: continued broadening of our product range, a clear community focus, and successful international expansion. The fact that we have also managed to significantly increase profitability shows that we can combine strong growth with efficiency,” says Anders Wallstedt, CEO of ICIW.
Growth has also been reinforced by a clear product strategy, with collections in multiple training segments complementing ICIW’s strong presence in gym training, Wallstedt explains. This broadening has helped attract a larger target group and made ICANIW relevant in more training contexts.
“We are seeing strong growth in demand for training apparel that works in multiple contexts and segments. Our new categories complement our core offering in gym and strength training. The strong response shows that we are successfully combining design and function with relevance, which has been central to our growth in 2024,” continues Anders Wallstedt.
The focus going forward is on continued growth in both new and existing markets, while the company continues to develop its product range and build a strong global community.
You can find a longer interview with ICIW CEO made by SGIE earlier in 2025 here.
