About us

Sport Theory started with one simple idea: to make it easy for everyone, regardless of level, to find the right equipment for their training without having to pay extra for it. We are a 100% Danish-owned company, and we believe that good quality does not have to cost a fortune.

To make that idea a reality, we have made some conscious choices to keep prices at a level where as many as possible can participate. Because we do not have physical stores, we avoid the costs that usually come with rent, staff, and daily operations, and we pass those savings on to you in the form of lower prices. At the same time, we have chosen to locate our warehouse in Germany, close to both the Danish and the wider European market, which makes it possible to keep transport and warehousing costs down without compromising on delivery time or the quality of the equipment you receive.

We do not compromise on quality

Even though our prices are low, we never choose the cheapest option for the sake of being cheap. Every product in our range is selected because we believe in it, whether you are strength training, running, playing football, practicing yoga, or something entirely different. We continuously monitor our selection so that you can shop with confidence, without having to question the quality.

We are there, even after you have clicked "buy"

For us, a good shopping experience is about more than just the item itself. That is why we ensure fast delivery, an easy return policy, and a customer service team that actually responds when you write to us. We want you to be just as satisfied on the day the package arrives as you were on the day you ordered it.

Your training partner

Regardless of whether you have just started or have been training for years, we hope that we can be there with the right equipment, service you can count on, and prices that make sense. For us, it is not just about selling; it is about making it a little easier to live an active life, for everyone, not just those with deep pockets.