Witt is acquiring an established company in the sports industry

With the acquisition of active aid, Witt will strengthen its position as a supplier to the fitness and sports market and, not least, when it comes to attractive courses, study programmes and being able to offer new forms of training for an industry that is rapidly developing.

With over 14 years in the industry, active aid is a well-established supplier of training systems, products and study programmes for the Danish fitness industry, physiotherapists and other treatment specialists. active aid specialises in a handful of strong brands, including TRX®, YBELL®, Trigger Point™, GUN-eX® and BOSU® and also operates quite a comprehensive course business where they teach both fitness instructors and personal trainers to use their various training systems with their members and clients.

Gathering the two companies under one roof will expand the synergies between the two companies both in terms of the product portfolio but also in terms of the market approach and the way that brands and products are presented. Witt’s position on the sports and fitness market will be significantly strengthened via the acquisition on the education and course side of things while active aid’s activities will receive a boost with the access to Witt’s facilities, competencies and resources.

The company will move to Gødstrup
Right after the New Year, all of active aid, including the two previous owners, Anette and Kim Grandahl Papsø, will move from Viborg to Gødstrup to expand Witt and active aid’s total portfolio of sports and fitness brands. During the first half of 2024, the course activities will also move to Witt once the newly designed course and training room is ready. 

“Kim and Anette are specialists in fitness and sports equipment and, not least, education and courses. We look forward to benefitting from their great expertise and knowledge of this rapidly growing market which we ourselves only recently moved in to,” says Kasper Witt, Business Development & Investment Director at Witt.

Witt - a powerful muscle
Kim Grandahl Papsø, owner of active aid: “We know Witt from the industry and the media and of course we have been carefully monitoring their wild growth journey. There is no doubt at all that Witt is the powerful muscle that is needed to realise active aid’s full potential. With Witt’s strong setup in distribution, logistics and marketing, we can expand the reach of all of the amazing fitness products that will now be gathered in one exciting portfolio.”

“It is also no secret that we are looking forward to becoming part of a larger company and we look forward to having more power injected into the company with the help of the strong motor that Witt possesses. We will have a more significant presence in this industry via the collaboration with all of the skilled people at Witt. They have some amazing surroundings and facilities which will benefit our current and future customers,” says Kim Grandahl Papsø.

The perfect match
“I could sense the perfect match immediately the first time I met Kim and Anette. Not just in terms of products, but just as much on a human level. active aid is recognised in the industry and I am sure that the combination of Witt, active aid, Anette and Kim can boost the overall business in the category and be part of making new frameworks for how one can work with the fitness and sports market,” Kasper Witt concludes.

For additional information

Kasper Witt
Business Development & Investment Director, Witt, kw@witt.dk

Kim Grandahl Papsø
Owner and founder, active aid, kim@activeaid.dk