The new organization encompasses 252 member stores from chains such as Team Sportia and Sportringen in Sweden, as well as Team Sportia and Sportia in Finland. Together, these stores generated a turnover of SEK 3.7 billion in 2025. Historically, the operations in each country have been run separately with their own supplier negotiations and processes, which is now changing with the new joint systems.
Lars Palmgren explains the decision in a statement:
We see great value in pooling our resources and expertise. By working as a common Nordic organization, we can act faster, make better decisions and create greater value for both our stores and our suppliers.
SGN Sport has a different e-commerce structure compared to many other players with similar volumes. As SGN Sport is a membership organization consisting of independent entrepreneurs, e-commerce sales are decentralized. Each retailer is responsible for their own online store and operates it via independent e-commerce platforms.
The company offers services and expert assistance to the affiliated stores, including purchasing and marketing. Within e-commerce, they mediate partners for everything from checkout systems to e-commerce solutions when new members join. However, there is no centralized e-commerce platform or a common logistics network for the entire group. In previous communication with Ehandel.se, the company has confirmed that each store runs its own online sales and that it is not currently planning any new joint e-commerce projects.