WeSports Group, a Swedish sports equipment manufacturer, expanded its presence in the Nordic fitness market by acquiring Sportsmaster AS.
Terms of the deal were not disclosed.
Founded in 2003, Sportsmaster AS operates as a Norwegian distributor and retailer in the fitness market. It owns Fitness Brands AS (fitnessbrands.no), which distributes Life Fitness, Hammer Strength, TRX, and Sportsmaster products to B2B customers. Sportsmaster AS also sells direct-to-consumer through Sportsmaster.no. In 2024, Sportsmaster AS generated approximately 200 MNOK ($20M) in revenue and reported “solid profitability.”
WeSports manufacturers sports equipment across various categories, including cycling, fitness, running, hockey, floorball, skiing, and outdoor sports. In the first six months of 2025, sales increased 28.1 percent to SEK 761.4 million ($82 mm). Organic growth was 17.5 percent.
“We are very pleased to welcome Sportsmaster to WeSports Group,” said Ted Sporre, CEO of WeSports Group. “Their renowned consumer brands, portfolio of exclusive brand rights, and dedicated team make them a leading quality player in the Norwegian fitness market. Together, we see great opportunities to strengthen our market position further and create synergies within the group. With Sportsmaster on board, we are well-positioned to become the number one fitness player in Norway.”
Image courtesy Sportsmaster AS
