Finnish sports-nutrition firm Elite Fitness gets new owner

Finland-based sports nutrition institution Elite Fitness has a caller bulk shareholder.

Swedish sports instrumentality specializer WeSport has struck a woody to bargain 65% of Elite Fitness for an undisclosed sum.

In a connection announcing the deal, WeSport said Elite Fitness's founders volition enactment progressive arsenic "significant semipermanent shareholders".

Established much than 25 years ago, Elite Fitness has built its presumption successful Finland done its main brand, SportLife.

According to WeSports, SportLife "holds the fig 1 position" successful powdered sports-nutrition products successful Finland's market retail market.

Elite Fitness' merchandise scope includes macromolecule powders, supplements, functional drinks and macromolecule bars are sold

The institution chiefly operates successful the wholesale market, supplying Finnish retail chains including S-Group, Kesko and Tokmanni.

In the statement, Ted Sporre, WeSports Group's CEO, said Elite Fitness is "exactly the benignant of institution we question to spouse with – a marketplace person with beardown ain brands, charismatic profitability, and important maturation potential".

He added: "Sports nutrition is 1 of the fastest-growing categories wrong progressive lifestyle, and done Elite Fitness we found a level for semipermanent enlargement successful the Nordics."

Just Drinks has approached Sporre for further comment.

For the 2025/26 fiscal year, Elite Fitness posted nett income of astir €8.2m ($9.3m), with WeSports saying the firm's profitability was "above" its fiscal targets.

Elite Fitness operates an asset-light model, with manufacturing and logistics outsourced.

In the statement, WeSports added Elite Fitness would summation the payment of its caller shareholder's integer platforms and logistics.

Tom Weckman, Elite Fitness' CEO, said: "Becoming portion of WeSports Group gives america a beardown strategical spouse with extended acquisition successful processing specializer companies crossed the Nordics.

"Together, we spot breathtaking opportunities to fortify our integer presence, scope caller customers, and proceed processing some SportLife and aboriginal merchandise concepts."

"Finnish sports-nutrition steadfast Elite Fitness gets caller owner" was primitively created and published by Just Drinks, a GlobalData owned brand.