Top 5 Sporting Goods Startup Investors in Sweden (August 2026)

Wellstreet is an innovation and tech ecosystem that includes an investment company, a strategic consultancy firm and a venture building incubator.

Investment focus

Industry: Software, E-Commerce, Retail
Stage:Seed, Pre-Seed
Geography: Sweden, Norway, Finland

Investor stats

Total investments: 63
Round size: Seed $193k–$1.4M; Pre-Seed $611k–$2.5M
Lead/follow: 40% lead, 60% follow
Last fund: Likely still investing — raised $40M in 2022

Portfolio highlights

Deedster — Accelerate your business by connecting and engaging your audience and employees with sustainability data, insights, and actions.
Key Ward — Accelerate your engineering projects with data intelligence. Mitigate the risk of late stage failures in your AI adoption journey with our no-code platform.
Berget AI — We champion AI sovereignty in Europe to unlock innovation and growth

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Maropost Ventures is a leading private equity firm that invests in people and their companies from the earliest days through all stages of Growth. SpaceX, Compono, Pressa and Lyres make up some of their first investments.

Investment focus

Industry: E-Commerce, Software, Internet
Stage:Series A, Seed
Geography: United States, Canada, Sweden

Investor stats

Total investments: 50
Round size: Seed $1M–$11M; Series A $8.5M–$160M
Lead/follow: 0% lead, 100% follow

Portfolio highlights

SkillBank — SkillBank is a 1:1 mentorship and training program for entry-level marketing roles. We believe that no one should be prevented from chasing their dreams due to a lack of opportunity or experience. Our mission is to provide that opportunity to those who are willing to challenge themselves to grow, learn, and lead. We know the importance of gainingskills in the specific industry you care about, which is why we offer a specialized course instead of a one size fits all approach.
Clickvoyant — Clickvoyant is an AI marketing analyst that finds actionable insight in minutes. No Implementation. No Development. Google Analytics.
Intelligems — IntelliGems is Online stores are leaving money on the table by pricing inefficiently. We run A/B tests to find the optimal price to maximize sales and margin.

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Founder of a diverse group of businesses including globally-distributed consumer brands (Lyre's Spirits Co) as well as growth-award winning companies specialising in the supply of marketing services and products to the FMCG\ CPG industry. These businesses include an integrated creative agency, a digital printing and personalisation platform,a branded merchandise and speciality packaging supplier as well as a specialty promotional logistics and fulfilment provider.Mark has worked closely with over 50 major FMCG organisations in the grocery, pharma, liquor and health and beauty space and has grown a portfolio of businesses servicing their go to market requirements over the last seven years.Passionate about technology, Mark has invested across all business units ensuring a competitive edge is maintained with best in class platforms to delivery quality creative, product production and fulfilment services to some of the world's most recognisable businesses and brands.

Investment focus

Industry: Software, Education, Communities
Stage:Seed, Angel, Pre-Seed
Geography: Australia, Sweden, United Kingdom

Investor stats

Total investments: 10
Round size: Seed $269k–$5M
Lead/follow: 0% lead, 100% follow

Portfolio highlights

Edoome — The most friendly and easy to use social learning management system that connects teachers with their students for effective communication and collaboration and provides tools to help teachers save time in planning, assessing and keeping track of their students’ progress, unifying everything in just one platform.
Compono — Smart, easy-to-use HR management products for sourcing talent and helping them grow.
Creatively Squared — Digital content that brings consumers closer to brands. Create engaging photos, videos and digital ads at scale

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Indigo Capital Partners is a Russian private equity firm that combines global best practice and a world-wide network of contacts with thorough knowledge of the local market. We pursue investment opportunities in the small- and mid-cap market focusing on special situations across a broad range of sectors in Russia and technology investmentsglobally, including internet and media, alternative energy and energy efficiency, biotechnology and sophisticated engineering.

Investment focus

Industry: Software, Sports, Hardware
Stage:Seed, Series A
Geography: United Kingdom, Spain, Sweden

Investor stats

Total investments: 7
Round size: Seed $362k–$1M
Lead/follow: 57% lead, 43% follow

Portfolio highlights

Horizm — Maximize your partnerships outcome Using Horizm AI capabilities we deliver a complete view of digital exposure, enabling partners to measure all relevant metrics and make smarter decisions to maximize the value of their digital assets GET STARTED LEARN MORE Powered...
Oliver — Learn more about our football gps tracker specialized in football performance analysis. A gps sensor to improve performance and prevent injuries.
Funel — Funel.io brings 10+ years of industry experience to the table. When you choose Funel, you're choosing a partner with a wealth of knowledge and expertise.Funel functions as a bridge between your business and your potential clients. We are all about connecting, understanding, and building relationships through authentic human interaction.Think of us as an outsourced sales team. We handle the early sales process for you, so you don't need to worry about finding and qualifying potential customers - we do it all. Let us save you time, money, and heartache with our experienced team and proven strategies.

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