After fighting many economic challenges in 2023 and 2024, Norwegian retailers showed 3.6 percent growth in Q1 2025.
Like its eastern neighbor Sweden, the Norwegian sports industry shows a positive Q1, with an overall growth of 3.6 percent among sports chains, after having fought against a lot of economic challenges in 2023 and 2024.
This is according to statistics from The Norwegian Sports Industry Association, which collects net sales figures from XXL, Sport Holding, Stadion, Obs! and Stadium Outlet.
“Since the pandemic, there has been less time between each time sports chains have reported growth,” said Trond Evald Hansen of the Norwegian Sports Industry Association. “There was growth in the first quarter of 2023 compared to the same period last year, but apart from that quarter, the reported figures have been weaker than in previous periods since the pandemic years. After many years of strong growth among sports chains and some crazy quarters during the pandemic, the post-pandemic correction ended up being more severe than most in the sports industry had anticipated. Now, the sports industry’s specialist retailers hope and believe that the trend is about to reverse,” Hansen concludes.
The significance of fewer stores
The challenges have been driven both by market conditions, but also to the significant reduction in the number of stores in Norway in recent years.
“In 2018, sports chains reported sales figures from 668 stores. At the end of 2024, the number of stores was 560. Although online sales have increased among sports chains during this period, the number of retail outlets has fallen sharply. This is reflected in the sales figures,” Hansen said.
Personal finances
Norwegians with bank loans are still feeling the pinch of high interest rates. Although most people are employed and have received good pay rises, many are struggling with their personal finances. Rising food prices, high electricity costs and general price increases are making the cost of living high. The uncertain macroeconomic picture is contributing to an increase in Norwegians’ savings, which is naturally affecting overall consumption.
Mild, snow-free and short winter led to low ski sales
It is well known that the weather affects sales in the sports industry. Central Norway is the driving force behind the sports industry, and this winter was neither particularly snowy nor cold. This has affected ski sales, among other things. The cross-country skiing market is estimated to be down by around 20 percent compared with last year, and we have never reported such low sales of cross-country skis as last winter. The alpine market has also declined significantly from previous years, with the randone market suffering the most. Nevertheless, sports chains still managed to grow.
The running boom
Like in Sweden and also in many other European markets, there is a huge running boom at the moment. The Norwegian running segment continues to grow, and like in other countries, this has to do with mild winter temperatures. The combination of a mild and snow-free winter and an early spring has contributed greatly to the strong growth in sales of running shoes and running equipment. Norwegians are known for spending money on sports equipment, and the threshold for buying advanced (and expensive) running shoes with carbon plates and ultra-modern cushioning materials is low. We are seeing young men and women forming running groups and running together. The image of the recreational runner from the previous running boom has changed from a middle-aged man to an explosion in running among younger women.
The major marathon competitions around the world are reported to be sold out, and the organizers were able to fill their quotas twice over. The world’s largest running competition, the Holmenkollstafetten, which just took place with 5,000 teams and 75,000 runners, was also sold out. But more important than participating in competitions seems to be the concept of “slow running” on TikTok and Instagram. When trendy young women buy modern running shoes, they also need to run with a hydration vest, sports glasses, and technical running gear. Sports industry and running legends have never seen such interest in running; today’s running craze beats all previous running crazes. The industry reports that it can be difficult to meet the demand for some shoe models that cost more than NOK 2,000.
Good start to the summer season
The second quarter is well underway and looks promising for the sports industry. Everything indicates that most bicycle models are readily available to Norwegian cyclists and that the cycling season is well underway. Bicycle repair shops are reporting record numbers of cyclists wanting to get their bikes ready for the summer. The aforementioned running category is selling well, and the industry believes that many people will vacation in Norway this summer and take advantage of the fantastic nature found both in the mountains and along the coast. There is also optimism that the large outdoor category will pick up ahead of the summer holidays.
An industry undergoing major change
Retail channels are undergoing major changes in all areas of retail, including the sports industry. The figures presented in this press release refer only to the turnover of sports chains. Based on calculations made for 2023, sports chains accounted for half of all sales of sports equipment. The Norwegian Sports Industry Association will work on new calculations for the total sports industry figures for 2024 during the fall of 2025.
