WS WeSports Group AB (Group) has increased its ownership in two of its specialist companies, SkiCom Sweden AB and Bikelease AB. The company said the transactions were carried out within the Group’s target valuation range of 5x to 7x EV/EBITA, with parts of the transactions set up as earn-outs.
“This is in line with WeSports Group’s strategy to build long-term partnerships with strong entrepreneur-led specialist companies, while gradually increasing ownership over time,” the company commented when announcing the deals.
“Both SkiCom and Bikelease are great examples of the type of companies we partner with,” commented Ted Sporre, CEO, WS WeSports Group. “They have solid specialist positions in their sports, showcase a founder mentality, and have attractive growth potential. Increasing our ownership is a natural step as we continue to develop these companies together and further capitalize on synergies within the Group. It also reflects our long-term approach of creating value jointly and increasing our ownership over time.”
SkiCom, part of WeSports Group since 2025, is described as a leading Swedish specialist in skiing and winter sports.
“The company operates an omni-channel platform, combining physical stores in Stockholm (Bromma Skidsport), Gothenburg, and Västra Frölunda (Udens Sport) with a strong online presence through Skidsport.nu and Udenssport.se,” the company said. SkiCom reportedly offers a curated assortment of premium brands, complemented by specialist services.
In 2025, SkiCom reported revenues of approximately SEK 68 million with an EBITA result of approximately SEK 7 million. Following the transaction, WeSports Group increases its holdings in SkiCom from 51 percent to 80 percent.
Bikelease, part of WeSports Group since 2021, is said to be a leading provider of benefit bikes in Sweden.
“Through its fully digital platform, Bikelease enables companies to offer employees access to high-quality bicycles through government-backed benefit programs,” the company said, noting that “Bikelease operates within the attractive benefit bike market, leveraging strong synergies from WeSports Group’s broad cycling and mobility ecosystem.”
In 2025, Bikelease reported revenues of approximately SEK 92 million with an EBITA result of approximately SEK 13 million. Following the transaction, WeSports Group increases its holdings in Bikelease from 60 percent to 100 percent.
“Through increased ownership in both companies, WeSports Group further strengthens its positions within cycling and winter sports in the Nordics, in line with the Group’s strategy to achieve leadership in the most attractive sports and leisure categories,” the company said in its media release.
WS WeSports Group is a Nordic sports equipment specialist group. We hold leading market positions in the most attractive sports categories, such as cycling, fitness, running, hockey, floorball, skiing, outdoor, and golf.
Image courtesy WS WeSports Group
