The Feelgood Company acquires MM Sports
Oslo, Norway – 16 July 2025 – The Feelgood Company AS (TFGC), a Nordichouse of brands and e-commerce company and a portfolio company of Jordanes AS, announced today that it has entered into a definitive agreement to acquire MM Sports, a prominent Swedish D2C company specializing in health supplements and fitness products.
The agreement was reached with CapMan, a Nordic private assets management firm and the majority shareholder of MM Sports, along with the company’s minority shareholders. Completion of the transaction is subject to regulatory approvals.
“This acquisition marks an exciting milestone for TFGC as we strengthen our position in the growing sports nutrition market and surpass a combined turnover of NOK 1 billion. MM Sports has built a highly respected and trusted brand within the Nordic fitness community, making it a natural and strategic addition to our portfolio. We have been particularly impressed by the passion, professionalism, and execution of the MM Sports management team, and we look forward to building on that foundation together. Alongside Bodylab, this acquisition brings us one step closer to realizing our ambition of creating the leading sports nutrition company in the Nordics,” said Jesper Galatius, CEO ofThe Feelgood Company.
Erik Sjöberg, CEO of MM Sports, added, “We could not be more excited to build the future of MM Sports together with TFGC and Jordanes. TFGC’s proven ability to scale e-commerce brands, their challenger mindset, and our share dvision for the sports nutrition category make them the ideal partner for our next chapter. We are excited to pair TFGC’s insights and capabilities with our products and people to create the leading sports nutrition company in the Nordics.”
For further information contact:
Sofie Oraugh-Rygh
Director ESG & External Affairs
sofie.rygh@jordanes.no
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.
About Jordanes
Jordanes is an investment firm thematically focused on owning and developing iconic Scandinavian brands within the resilient consumer space of essential products and services. Jordanes owns and operates a diverse portfolioof iconic brands, including Synnøve, Sørlandschips, Peppes Pizza, Bodylab, and Backstube.
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 and10 physical stores. The company offers a wide range of sports nutrition and fitness products sold mainly under a variety of in-house brands.