CapMan Buyout Exits MM Sports with Sale to The Feelgood Company
Deal News | Jul 16, 2025 | Capman Growth
CapMan Buyout has announced the sale of its holdings in MM Sports, a leading sports nutrition company in the Nordic region, to The Feelgood Company AS, a portfolio company of Jordanes AS. Since acquiring MM Sports in 2021, CapMan Buyout has successfully enhanced the company's turnover and profitability. Significant investments under CapMan's ownership include acquiring a production facility, expanding the store network, and relocating headquarters and warehouse. The deal is anticipated to close in Q3 2025, pending regulatory approvals. Both CapMan and MM Sports executives expressed pride in the development achieved and optimism about the future under new ownership.
Sectors
- Private Equity
- Sports Nutrition
- Retail
Geography
- Nordics – MM Sports is established as a leading sports nutrition company within the Nordic countries.
- Sweden – MM Sports is a Swedish company, indicating its primary operational and market geography.
Industry
- Private Equity – CapMan Buyout is a Nordic private equity firm engaged in the acquisition and sale of MM Sports.
- Sports Nutrition – MM Sports operates in the sports nutrition sector, providing products and services catering to fitness and health enthusiasts.
- Retail – As MM Sports operates an omnichannel D2C model, it falls under the retail industry, selling sports nutrition products through e-commerce and physical stores.
Financials
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| CapMan Buyout | Seller | Company | CapMan Buyout is a private equity firm focusing on value creation and managing assets in the Nordic region. |
| MM Sports | Target Company | Company | MM Sports is a leading sports nutrition company operating across the Nordics. |
| The Feelgood Company AS | Buyer | Company | The Feelgood Company AS is involved in acquiring MM Sports and is a portfolio company of Jordanes AS. |
| Jordanes AS | Parent Company of Buyer | Company | Jordanes AS is the parent company of The Feelgood Company AS. |
| Robin Westberg | Partner | Person | Robin Westberg is a Partner at CapMan Buyout, involved in this transaction. |
| Erik Sjberg | CEO | Person | Erik Sjberg is the CEO of MM Sports, providing insights into the transaction. |