MM Sports is one of the Nordic region’s leading players in sports nutrition, with a well-established e-commerce platform and ten physical stores. The company aims to offer the highest quality products on the market, through a broad selection of sports nutrition and fitness products – primarily through a range of in-house brands.
The Feelgood Company and Bodylab bring complementary strengths to MM Sports, with a shared focus on accessible, everyday sports nutrition and fitness products. The combination creates a powerful platform with a solid presence in Sweden and Denmark, along with promising expansion opportunities in Norway, Finland, and Germany.
“During our ownership, MM Sports has cemented its position as one of the leading sports nutrition companies in the Nordics. Several important investments have been made in the company that have enabled continued growth and increasing profitability. CapMan is proud to hand over a business that is exceptionally well-equipped and ready to accelerate its development together with its new owner, The Feelgood Company,” says Robin Westberg, Partner at CapMan Buyout.
“We’re grateful for CapMan’s trust throughout this process and especially thankful to the MM Sports management team for a truly rewarding collaboration. We’re excited to follow MM Sports’ journey ahead and believe the sector will continue to consolidate — with The Feelgood Company emerging as a very strong player,” says Henrik Widlund, Partner at Livingstone.
The transaction is expected to close after the summer of 2025, pending customary regulatory approvals and closing conditions.
CapMan Buyout makes majority investments in mid-sized unlisted companies in the Nordic countries. The team is based in Helsinki and Stockholm. The team manages Buyout funds and looks for interesting growth stories, niche market leaders, winning company cultures and passionate entrepreneurs. Buyout is a generalist investor–the prospects to grow into a best-in-class company is the differentiating factor instead of industry or sector.
Jordanes is an investment firm thematically focused on owning and developing iconic Scandinavian brands Jordanes owns and operates a diverse portfolio of iconic brands, including Synnøve, Sørlandschips, Peppes Pizza, Bodylab, and Backstube.
The Feelgood Company is a Nordic house of brands and e-commerce company with a digital business model delivering products within wellness and beauty. The company consists of brands such as Bodylab and Camilla Pihl Cosmetics, and is a portfolio company of Norwegian-based Jordanes.
