The acquisition encompasses 65 percent of the shares in the Finnish company Elite Fitness Oy.
During the latest financial year, 2025/2026, Elite Fitness achieved a turnover of approximately 8.2 million euros. The deal means that WeSports Group is now entering the sports nutrition category.
Elite Fitness was founded in 2001 and has, until now, primarily focused on the grocery retail sector. Their range includes products such as protein powders, vitamins, dietary supplements, and functional drinks. Manufacturing and logistics are outsourced to external partners to maintain scalability.
Elite Fitness represents exactly the type of company we are looking for as a partner – a market leader with its own brands, good profitability and growth potential. Sports nutrition is one of the fastest growing categories within the active lifestyle sector, and through Elite Fitness we are establishing a platform for long-term expansion in the Nordics. Together with Gymstick and our broader ecosystem within fitness, we see opportunities to accelerate sales directly to consumers, strengthen our range of own brands and expand our specialist positions throughout the region, says Ted Sporre, CEO of Wesports Group.
E-commerce and Direct Sales in Focus
In connection with the deal, a collaboration is planned between Elite Fitness and Gymstick, which is already owned by Wesports. The purpose is to explore the development of more own products.
A future focus area is to leverage digital platforms and e-commerce to increase sales directly to end consumers in the Nordic market. This will complement the Finnish company’s current focus, which is primarily based on sales through wholesalers and chains such as S-Group, Kesko and Tokmanni.
The acquired company will continue to operate as a separate unit with unchanged management. The founders retain shares and will remain as shareholders over time. At the same time, Miika Vesalainen, founder of Gymstick, joins as the new Chairman of the Board of Elite Fitness.
For over two decades, we have focused on building Finland's leading brand in sports nutrition through innovation, quality and long-term customer relationships. Becoming part of Wesports Group gives us a strategic partner with experience in developing specialist companies in the Nordics. Together, we see exciting opportunities to strengthen our digital presence, reach new customers and continue to develop both SportLife and future product concepts, says Tom Weckman, CEO of Elite Fitness.
The company is expected to be consolidated into the group’s financial reporting during the third quarter of 2026.