About Us

Team Sportia is one of Sweden's leading sports retailers with roughly 100 stores and sales in excess of SEK 2 billion excl.VAT. Sales have doubled since the chain was established back in 1989. By focusing on categories such as fitness and training, football, running, outdoor, cycling and cross-country skiing, we aim to inspire those who enjoy sport and an active lifestyle.

A strong team

Our cornerstones are outstanding service, development and knowledge.  Our greatest asset, after our customers, is the people who work in our sports stores and at our head office.


We have stores throughout Sweden. Our stores are predominantly located in medium-sized towns and cities, as well as major cities and smaller towns. Each store collaborates with local sports associations and clubs.


The foundation for our business is our range of products. We are always realistic when it comes to work to do with our products, including advice about the range, which is where the know-how of our skilled store staff comes into its own. The range of products largely comprises sports equipment, but naturally we also sell a lot of clothing.


The foundations for Team Sportia were laid back in the 1960s and 70s, when individual specialist retailers began to form buyer groups and chains in order to compete more closely with expanding department stores. In the sports retail segment, Fri Team was formed in 1973. Ironmongers who also sold sports equipment eventually joined forces and formed Järnia Sport, which later changed its name to Sportia. Sportia and Fri Team merged in 1989, creating the sports retail chain Team Sportia. With 93 stores throughout Sweden, we initially started out as a voluntary specialist chain. In 1994, we adopted the concept of franchising, which brought about closer cooperation and a more uniform profile. The end result of this has been a stronger organisation. In the autumn of 2010 we acquired the Sportex chain, making us the leading bicycle retailer in Sweden. In late 2014 the Finish SGN Group acquired a majority stake in Team Sportia AB, which results in a Nordic retail sports-store chain with Team Sportia 100 Swedish stores and SGN's own retail chain, Sportia, with 56 shops in Finland. As a result the new retail organisation becomes a leader in the Nordic sports and leisure equipment field.

Quick facts

Ownership structure: Team Sportia is owned by SGN Group and the franchisees, i.e. the store owners.

  • Team Sportia has 100 stores across Sweden.
  • Team Sportia shops is owned and run by local entrepreneurs.
  • We employ more than 900 people, who are all mad about sports.
  • More than 600,000 customers visit our sports stores every week.
  • Team Sportia works with around 1,500 sports clubs and associations, representing approximately 200,000 sportsmen and women of all abilities.

Our Responsibility

We are not only crazy in sports and everything related to an active life. We are also working hard to take responsibility and protect the environment, animal and human rights to contribute to the development of a sustainable society.

Animal Welfare Policy

Fur Free RetailerWe always to take into consideration the rights of animals and we endeavour the rights to be met at all levels throughout the production and supply chain. Team Sportia has clearly declared not to allow the practice of mulesling in the production merino wool, not to accept that feathers or down is plucked from living animals and not to sell products with natural fur. We also actively take part in the international initiative Fur Free Retailer Programme to clearly communicate our opinion. More information about the initiative can be found on www.furfreeretailer.com.

Code of Conduct

To obey Swedish laws and regulations is a matter of course, but in some aspects we think that is not quite enough. Hence we have formulated a Code of Conduct, which clarify our commitment to contribute to a more sustainable society. As a relatively small operator on the global market it is hard to make revolutionary changes on our own. However, we always strive to work with companies and products that are developed in a sustainable manner from a social and ethical point of view. Of that reason all suppliers and contractors must accept our non-negotiable requirement to fulfil the Code of Conduct, which often stretches beyond existing laws, before any business is being made.

Please find the full version of our Code of Conduct below:

Code of conduct