Happier, healthier and longer lives.

Nordic Sports Brands is an eCommerce-oriented fast growing omnichannel specialist sporting and outdoor goods retail and wholesale group with own strong brands. The Group has companies in the Nordic countries of Finland, Sweden and Norway: Nordic Sports Finland (wholesale, 1994), Green Trail (Finland, retail, 1993), Kuntokauppa (Finland, retail, 2007), Scushi (Norway, retail, 2012) and Sportproffsen (Sweden, retail, 2020). The entrepreneur-owned business offers great customer experience by high quality price ratio and specialty store level of service. The Group employs over 100 eCommerce and retail professionals. NS Brands’ headquarters is located in Tampere, Finland.
The vision is to grow into the best company in the Nordic countries in terms of customer experience, employee experience, and profitable growth. The business is aimed to run by a "Winning" culture that encourages efficient accomplishment and continuous development with the mission of “Wellbeing for people.” Currently, the company is going through a business restructuring process focusing on turning the business back to profitable growth, thus writing the next chapters in the success story.
Investments in health and wellbeing have an impact on people living happier, healthier, and longer lives. A happier and healthier person will also have better abilities to build stronger communities and societies. Our mission “Wellbeing for people” guides us in everything we do, from designing products and serving customers with smiles to employee barbeques in the warehouse backyard.
Our story started in 2007 when sporting goods retailer Jymir Oy was established in Jyväskylä, Finland. Slowly the survival struggle of the early years began to turn into a growth story and eventually led to the change of the name too. Through persistence and ambitious visions for growth, Nordic Sports Brands has become an international sporting goods group of companies that has helped numerous people to improve their wellbeing.
Today we have approximately 100 sporting goods and eCommerce specialists working to bring wellbeing to people. We aim for an excellent customer experience with expert-level customer service and a great quality-price ratio in our products. In the future, our dream is to be the best sporting goods retailer in the Nordics, with high profitable growth and offering plenty of interesting opportunities for personal development to our people.

Our core values

Our values guide our behaviors day-to-day, informing how we act, the decisions we make, and how we work with each other, and our partners.

We strive for winning products, services, concepts, people, teams, cultures, and attitudes. We get inspired, learn from and try to surround ourselves with winners (while trying to beat them of course). We encourage people to become the best version of themselves while building better businesses, teams, and workplaces every day. We measure results and make adjustments to reach the best possible outcome. We encourage people to make improvements and aim for excellence. Like genuine winners, we play fair.
We learn from success and develop repeatable best practices. With a courageous and persistent mindset, all of us can go that extra mile and be part of the winning culture and team.
Our leadership philosophy is to lead by example and create an atmosphere where we help one another. We are always on a journey of learning and improving ourselves as people, professionals, and as a team. Reaching a goal does not stop us from constantly seeking what we can do better tomorrow. Showing a flexible attitude to do what the company needs most at any given time, leading by example, regardless of titles and positions. Continuous development in pursuit of the company's interest based on data and facts. We honor leadership by demonstrating steadfast commitment to agreed-upon initiatives and diligently adhering to provided instructions and directives. Acknowledging strengths and weaknesses is the first step in improving and finding the most suitable role for everyone. We give credit when it’s due, speak nicely, and remember ”sorry” and ”thank you.” We try our best, admit mistakes, and learn from them. Instead of boasting, we let our results speak, and our actions make the noise.
We are driven by passion for our business, our people, and our customers. We are people who care, and we show it by fixing things when they are broken, even outside of our core area of responsibility. We are dedicated to the pursuit of excellence in everything we do, constantly seeking ways to innovate and improve. With this in mind, we encourage a self-driven and motivated working culture where people care about doing their best in their job. We also care about the society and environment, thus making choices that improve the common good and sustainability. We want to be perceived as a thoughtful company in the minds of our customers and employees since they are the key to our success.
We are both transparent and confidential when either one applies to the situation. We always do the right thing and are loyal, walk the walk, and can take care of our demanding job.
We are doers, solve problems and earn trust.
We value time as our most important resource. By avoiding interruptions, keeping things simple and reacting dynamically we aim to choose the most efficient way to get the job done. When recruiting, we aim to hire and promote people to reduce worries. We aim to see the possibilities, not problems, and we make the most of the resources we have.