WS WeSports Group AB (“WeSports Group” or the “Company”), a leading Nordic sports equipment specialist group, announced today that driven by the rapid global growth of the emerging fitness sport Hyrox, its specialist brand in functional training and fitness equipment, Kraftmark, has achieved explosive performance growth in Hyrox-related products. Latest data shows that Kraftmark’s sales of Hyrox-related products have increased by more than 200 percent year-to-date (YTD) compared with the same period last year.
In addition, at Centr’s recent International Distributor Summit held in Hamburg, Kraftmark was recognized for its outstanding performance by winning two major awards: “Top Sales Growth 2026” and “Best Marketing Activation 2026”, recognizing it as the fastest-growing Centr distributor globally.
Exclusive Distribution Advantage Highlights Comprehensive Nordic Ecosystem Layout
As one of the fastest-growing fitness sports in the world, Hyrox combines running and functional training and has sparked a global movement. As the official equipment provider for Hyrox, Centr established a partnership with Kraftmark in 2024, granting Kraftmark the exclusive Nordic distribution rights for the official co-branded product line (Centr x Hyrox).
Under the strategic synergy of WeSports Group, its subsidiaries jointly build a complete distribution network across the Nordics:
Kraftmark handles distribution for Sweden and Denmark;
Sportsmaster handles distribution for Norway;
Gymstick handles distribution for Finland.
Kraftmark’s product range includes equipment developed specifically for Hyrox training and competition, such as kettlebells, sandbags, power ropes, and rigs, among other products. Beyond equipment distribution, Kraftmark supports various gyms and facilities in developing customized, complete Hyrox training environments tailored to the size and needs of each facility. Over the past two years, Kraftmark has supported the development of over 100 training facilities in Sweden alone.
Executive Insight: Steadily Implementing a “Championship Mindset” and Deep Community Engagement
Regarding this outstanding sales performance, Ted Sporre, CEO of WS WeSports Group, stated:
“Kraftmark’s growth within Hyrox illustrates the strength of WeSports’ model and our ability to capture growing demand across sports and active lifestyles. Being entrusted with the exclusive distribution rights for the official Hyrox products is a strong endorsement of Kraftmark’s reach and expertise.
Together with Kraftmark’s close relationships with gyms, athletes and the community, this provides a unique platform to make Hyrox accessible across the region. I also want to congratulate the team on their success – being the Centr distributor with the highest sales growth in the world! This is a true testament to the quality and championship mindset across our group.”
Industry Background and Market Outlook
Since its launch in Hamburg in 2017, Hyrox’s global footprint has expanded rapidly:
Global Event Scale: During the 2026/27 season, Hyrox expects to attract more than 2 million athletes competing across 107 race weekends on six continents, compared with about 1.5 million participants during the previous season.
Nordic Market Momentum: Sweden has become a key Hyrox market in Europe. In June 2026, Stockholm successfully hosted the Hyrox World Championships, bringing together more than 6,600 top athletes representing 101 nationalities.
Kraftmark’s strength is built on close relationships with front-line coaches, athletes, and facility operators. This provides direct insight into evolving fitness trends and actual customer requirements—allowing the company to identify emerging demand early and translate it into high-quality products and complete training solutions. As the Hyrox ecosystem continues to mature in the Nordics and globally, WeSports Group will continue to rely on its proprietary channels and exclusive resources to solidify its market leadership in this category.
ABOUT WS WESPORTS GROUP
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. WS WeSports Group targets elite athletes and active individuals through online and physical stores, while distributing owned and external brands.
We acquire and develop specialist companies, allowing them to operate independently within a decentralized structure and take advantage of shared infrastructure and strategic support.
FNCA Sweden AB is the Company’s Certified Adviser on Nasdaq First North Premier Growth Market.
Media Contact:
WeSports Group Media Relations
Official Website: www.wesportsgroup.com
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