MM Sports AB

Based in Norway, MM Sports AB is a retailer specializing in nutritional supplements and training apparel, catering to fitness enthusiasts and athletes aiming for enhanced performance and overall wellbeing. MM Sports AB was founded in 2002 in Norway and operates as a retailer focused on nutritional supplements and workout clothing. The company was co-founded by Lelle Sparringsjö and Olle Sparringsjö. In July 2025, The Feelgood Company, a portfolio company of Jordanes agreed to acquire MM Sports AB from Capman.

The transaction is expected to be completed in Q3 2025. MM Sports specializes in the distribution of nutritional supplements and training apparel, offering a diverse range of products including whey protein, casein, plant-based options, pre-workout boosters, amino acids, and recovery products. The company also provides a wide selection of workout clothing and accessories for both men and women, including hoodies, shorts, and training shoes, primarily serving markets across Sweden and Europe through online platforms and physical retail outlets. The company’s revenue is generated through direct-to-consumer sales via its e-commerce website and physical stores, with promotional incentives and loyalty programs enhancing customer engagement.

In July 2025, The Feelgood Company, a portoflio comapny of Jordanes agreed to acquire MM Sports AB from Capman. The acquisition by The Feelgood Company provides MM Sports AB with greater scale, strategic alignment, and access to a broader Nordic wellness platform, enabling accelerated growth, enhanced market leadership, and further development of its brand, product portfolio, and cross‑border expansion opportunities.