WeSports Scandinavia AB (“WeSports Group”) is strengthening its presence in the Nordic fitness market by acquiring and entering into a partnership with Sportsmaster AS. With more than 20 years of experience, Sportsmaster is one of Norway's best-known fitness brands and had revenue of around 200 MNOK in 2024 with good profitability.
“We are very happy to welcome Sportsmaster to WeSports Group. Their strong consumer brands, exclusive brand rights and dedicated team make them a leading player in the Norwegian fitness market. Together we see great opportunities to strengthen our market position and create synergies within the group. With Sportsmaster on board, we are well positioned to become number one in Norway,” says Ted Sporre, CEO of WeSports Group.
Founded in 2003, Sportsmaster has built a solid position in both the consumer and the professional market. The company sells B2B and direct to consumers via Sportsmaster.no, with a broad range of equipment for both cardio and strength in both the value and premium segments. It also has one of the market's strongest portfolios of external brands and owns Fitness Brands AS (fitnessbrands.no) – an important distributor of Life Fitness, Hammer Strength, TRX and Sportsmaster to B2B customers and leading gyms in Norway. Sportsmaster also has close relationships with Norway's elite runners and endurance athletes.
The products are mainly manufactured in the same factories as Master Fitness, also part of WeSports Group, which ensures high quality and creates synergies. The company is led by long-standing CEO and owner Frode Ingvoldstad, who has built up an experienced team.
With its strong B2C and B2B presence, Sportsmaster is a strategic addition to WeSports Group. The acquisition creates opportunities for further add-on acquisitions, operational synergies and a stronger Nordic offering. WeSports will also coordinate inventory and optimise its brand range, for example by selling licensed brands through group companies such as Vartex.
Source: WeSports Newsroom
