Sports chains in Norway, including XXL, Sport1, Intersport, Anton Sport, Löplabbet, Stadion, Obs!, and Stadium Outlet, reported a significant sales downturn in the first quarter of 2024, with revenues dropping 9.5 percent compared to the same period in 2023, totaling 2.7 billion Norwegian kroner (€233.2 million). The decline is attributed to the economic pressures affecting Norwegian consumers, who have tightened their spending on sports equipment despite a snowy and cold winter.
Trond Evald Hansen, the managing director of the Norwegian sporting goods association (Norsk Sportsbransjeforening), commented on the industry’s recent challenges: “After some very strong years with significant growth, the sports industry has gone through a correction expected after the pandemic.” He added: “It is well known that weather affects the sports industry’s sales. However, despite favorable weather this quarter, there was a decline in sales.”
The ski market particularly felt the impact, with sales of cross-country skis dropping by about 20 percent from the previous winter season. This decline is partly due to market saturation after years of high sales volumes. The industry now faces a normalization phase as consumer spending adjusts to current economic conditions.
Despite these challenges, the sporting goods sector remains robust, with sports, outdoor activities, and active lifestyles still deeply ingrained in Norwegian culture. Hansen remains optimistic about the upcoming summer, noting promising trends in bike sales and outdoor equipment as the season progresses.
