CapMan Buyout has agreed to sell its holdings in MM Sports, a leading sports nutrition company in the Nordics, to The Feelgood Company AS, a portfolio company of Jordanes AS.
CapMan Buyout acquired MM Sports in 2021. Under CapMan’s ownership, the company’s turnover and profitability have continued to develop favourably, and MM Sports has undergone a successful evolution by strengthening its brand, products, operations, and market position. Notable investments include the acquisition of a production facility, the extension of its store network, and the relocation to a new headquarters and warehouse.
“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. I would like to thank the MM Sports organisation for the excellent collaboration during our ownership. 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 are proud of the journey we have had with CapMan, and I would like to express my warmest gratitude for the support we have received over the past few years. At the same time, we look forward to the future with The Feelgood Company. This partnership gives us the scale and strategic alignment to accelerate our growth and become the leading sports nutrition group in the Nordics,” says Erik Sjöberg, CEO of MM Sports.
Closing of the transaction is expected during Q3 2025 and is subject to regulatory approvals and customary closing conditions.
For further information, please contact:
Robin Westberg, Partner, CapMan Buyout, +46 72 583 81 66
Erik Sjöberg, CEO, MM Sports, +46 73 526 23 27
About CapMan
CapMan is a leading Nordic private asset expert with an active approach to value creation and €6.4 billion in assets under management. As one of the private equity pioneers in the Nordics we have developed hundreds of companies and assets creating significant value for over three decades. Our objective is to provide attractive returns and innovative solutions to investors by enabling change across our portfolio companies. An example of this is greenhouse gas reduction targets that we have set under the Science Based Targets initiative in line with the 1.5°C scenario and our commitment to net-zero GHG emissions by 2040. We have a broad presence in the unlisted market through our local and specialised teams. Our investment strategies cover real estate and infrastructure assets, natural capital and minority and majority investments in portfolio companies. We also provide wealth management solutions. Altogether, CapMan employs around 200 professionals in Helsinki, Jyväskylä, Stockholm, Copenhagen, Oslo, London and Luxembourg. We are listed on Nasdaq Helsinki since 2001. Read more at www.capman.com.
About MM Sports
MM Sports is a Swedish sports nutrition player operating through an omnichannel D2C model across the Nordic countries, with an e-com platform and 10 physical stores. The company offers a wide range of sports nutrition and fitness products sold mainly under a variety of in-house brands. Read more at www.mmsports.se.
About The Feelgood Company
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. Read more at www.jordanes.no.
