WeSports
Martin Appelfeldt has extensive experience in executive leadership and business management, currently serving as Group CEO at WeSports since January 2023. As a co-founder of Zidcore AB since December 2012, Martin has contributed to its growth as part of the WE Commerce group. Martin’s prior roles include CEO of Kraftmark, where a focus on the Nordic fitness sector was emphasized, and CEO of Bygghemma, overseeing market-leading e-commerce shops. Martin also held various senior leadership positions at Fristads Kansas Group, including Digital and E-commerce Director, and has a robust financial background as CFO of Novotek AB. Martin holds a Master of Business Administration in Accounting and Finance from Lund University.
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WeSports
WeSports is a leading Nordic sports expert group, specializing in three key performance sport categories: Bikes & Mobility, Running & Outdoor, and Training & Team Sports. We cater to elite athletes and active lifestyle enthusiasts through a combination of physical- and online stores, as well as distribution of own and controlled brands. At WeSports, we believe in the power of entrepreneurial spirit. We acquire and develop performance sport and leisure equipment specialists, allowing them to operate autonomously within a decentralized structure, all while leveraging shared infrastructure. Our brands are driven by entrepreneurs and local teams, who receive support from WeSports in areas they choose. In 2023, WeSports achieved a proforma turnover of 2.3 billion SEK and continued to see healthy organic growth in 2024, alongside strong profitability and solid financials.