Year of investment

Concept is Sweden’s leading full-service supplier of fitness equipment.

The Company was founded in 1993 by former national team rower Bo Ekros. Concept offers its customers a full range of products as well as a total solution. The product portfolio consists of strong brands in fitness equipment, training, including service and support, financing and designing training facilities.

Customers comprise gyms and gym chains, swimming pool and spa facilities, the public sector, hotels, condominium associations, the rehab market and private individuals. In addition to Concept’s own products, the company works with a large number of leading international brands e.g. Cybex and Concept2. Concept is headquartered in Jönköping and conducts business in Sweden, Finland and Norway.

Concept’s ambition is to continue to grow profitably, to further consolidate its market-leading position in Sweden and to expand in the rest of the Nordic countries. Having Novax as a partner means that we have a strong, long-term partner that provides the company with important strategic expertise.

Bo Ekros - founder of Concept

In short

  • Year of investment: 2013

  • Ownership: Minority

  • Turnover: 200 M SEK

  • Employees: 50 st

  • Investment Manager: Josef Bexell

  • CEO: Bo Ekros

  • Website: www.concept.se