Livingstone Partners has acted as financial advisor to the owners in the sale of a minority stake in Concept Motion to Novax. Through the transaction, Novax acquires a 33 per cent ownership interest in Concept Motion AB, a fast‑growing company and Sweden’s leading full‑service provider of fitness equipment, offering comprehensive solutions including service, support, training and financing.
Founder and CEO Bo Ekros will remain majority owner of the company following the transaction. Concept Motion, headquartered in Jönköping, was founded in 1993 and reports revenues of SEK 115 million with 45 employees.
“Concept’s ambition is to continue to grow profitably, further strengthen its market‑leading position in Sweden and expand across the Nordic region. By welcoming Novax as a partner, we gain a strong and long‑term shareholder who brings valuable strategic expertise to the company,” says Bo Ekros, CEO of Concept Motion.
Livingstone Partners advised the founder and the company throughout the sales process, providing support from the preparation of high‑quality marketing materials and a comprehensive business plan to the execution of a structured and competitive process with interested parties.
“It has been very rewarding to support the owners in this transaction. Concept Motion has built a deep level of expertise within the fitness industry and, from its leading market position, the company is well placed to pursue numerous attractive growth opportunities,” says Thomas Karlsson, partner at Livingstone Partners.
“Interest in the health and fitness sector remains strong, and we anticipate further consolidation as market participants seek to build comprehensive supplier and service platforms,” concludes Thomas Karlsson.
Novax is a wholly owned investment company within the Axel Johnson Group. Novax’s investment strategy is to acquire majority or minority stakes in companies with clear growth potential, with a primary focus on retail and service trade, services, branded businesses and business‑to‑business commerce.
