Forfatter: Ella

Acenta has signed an exclusive agreement with Norwegian brand Wear’N’Go, marking a strategic move to expand its offering within the sports recovery and injury prevention segment.

The multi-year partnership grants Acenta the sole rights to distribute and sell Wear’N’Go’s product line through its e-commerce platform, Sport of Padel. Known for its tailored range of accessories for padel players, the platform will now also feature high-quality recovery tools and preventive gear.

Wear’N’Go develops equipment aimed at supporting safe and efficient rehabilitation, with a focus on lowering the barriers to training smart and staying injury-free. The products include compression wear, joint supports, and other tools designed to help athletes recover better and avoid future injuries.

Sales will be directed toward both individual consumers and businesses, including clubs and organizations within the padel community.

Commenting on the new partnership, Håkan Tollefsen, CEO of Acenta Group, said:
“We see a growing interest in products that make it easier to train smart and avoid injuries, and we know the fantastic quality of our partner’s offerings. Together with Wear’N’Go, we can provide a unique product range that naturally complements our padel lineup.”

The deal reinforces Acenta’s ambition to grow within the fast-evolving padel market, where player wellbeing and performance are becoming key areas of focus.

Following its IPO six months ago, Acenta Group has taken decisive steps toward becoming a key international player in the global padel ecosystem. In a recent interview with TradeVenue, CEO Håkan Tollefsen shares insights into the company’s initial months on the stock market, strategic growth drivers, and the roadmap for 2025.

A Learning Curve with Strong Momentum

“The initial period as a listed company has been both intense and educational,” says Tollefsen. “We’ve strengthened our structure, clarified our strategy, and continued to build on our unique position as an international platform for padel.”

According to Tollefsen, the listing has not only provided increased visibility and access to capital but also reinforced Acenta’s role as a scalable, integrated platform that spans the entire value chain—from court construction and product development to tournaments, e-commerce, and digital solutions.

More Than Just a Padel Company

“Acenta is not a traditional padel company—we are a vertically integrated player covering the sport’s entire value chain,” he emphasizes. Investors, he says, should take note of how Acenta merges physical infrastructure with digital services to build a connected, data-driven ecosystem.

The company’s e-commerce platform, sportofpadel.com, is a core part of this strategy—serving both consumers and club operators with high-quality padel equipment and exclusive brands like Peliga.

Strategic Partnerships Accelerate Expansion

Acenta has signed several key agreements in recent months, including an exclusive partnership with Padel Sports 100 in Ireland. “This gives us a strong position in one of Europe’s most promising padel markets,” says Tollefsen.

These partnerships are not only commercially important—they strengthen Acenta’s ecosystem and enhance its ability to deliver a full-service offering to players, clubs, and partners.

Three Pillars of Growth

Acenta’s growth strategy is built around:

1. International Expansion – with focus markets including the UK, Ireland, Sweden, and parts of continental Europe.
2. Technological Innovation – developing an integrated digital platform for court booking, competition, commerce, and community.
3. Strategic Acquisitions – such as the recent purchase of Padelappen, a move that enhances the company’s digital capabilities.

“We are also focusing on expanding our product offering and strengthening our brand Peliga to ensure quality and relevance across our platforms,” says Tollefsen.

2025: Scaling with Purpose

Looking ahead, Acenta’s key priorities for 2025 are clear: scale up its platform, expand internationally, and continue building a cohesive experience for all stakeholders in padel.

“Our goal is to be the natural partner for anyone looking to grow in the sport—whether it’s a player, club, retailer, or brand,” says Tollefsen. “By focusing on innovation, growth, and operational excellence, we aim to deliver long-term, sustainable value to our shareholders and the wider padel community.”

As padel continues its explosive growth across Europe and beyond, Acenta Group is emerging as one of the most influential forces shaping the sport’s future. In a recent in-depth interview with Analyst Group, CEO Håkan Tollefsen shared how the company is building an integrated, tech-driven ecosystem to power the next phase of padel’s evolution – and why Acenta represents a compelling opportunity for investors.

A Platform That Connects the Entire Sport

“Acenta is an international platform for padel – from courts and equipment to tournaments, e-commerce, and community,” says Tollefsen. “We’re accelerating the sport’s growth by enabling collaboration across players, brands, clubs, and partners.”

The company combines infrastructure and commerce in one value chain. It offers full-service delivery and maintenance of padel courts alongside consumer-facing operations through its in-house brand Peliga and the e-commerce platform Sport of Padel (www.sportofpadel.com). Acenta also runs Acenta Padel Tour, a tournament and brand activation concept that builds grassroots engagement while showcasing premium products in authentic settings.

Turnkey Solutions for Clubs and Investors

From concept to operation, Acenta supports padel centers in every aspect of development – advising on location, court type, lighting, surface, software, and business model. “We’re more than a supplier – we’re a strategic partner,” says Tollefsen. “Our goal is to create sustainable venues with strong long-term activity.”

Synergies Across the Ecosystem

The company’s involvement in court construction gives it a powerful edge in understanding player behavior and needs. This feeds directly into the design and launch of new products through Peliga and Sport of Padel. “We gain real-time data from the field – what players are using, what they want – and that insight fuels smarter product development,” says Tollefsen.

Accelerating Expansion in Key Markets

While Sweden remains a key home base, Acenta is scaling internationally. “We’re focusing on high-growth markets like the UK and Ireland, where we’ve recently signed an exclusive agreement with Padel Sports 100 Limited,” explains Tollefsen. The company is also targeting Benelux, Germany, Poland, Eastern Europe, and has long-term ambitions in the U.S. and Middle East.

A Digital Backbone for the Sport

One of the company’s most significant strategic efforts is its digital infrastructure. Acenta is currently developing a unified platform where users can book courts, join tournaments, purchase gear, and follow their progression – all within one intuitive experience.

“Digitalization is central,” says Tollefsen. “We’re not just building tools; we’re building relationships. Behind the scenes, we collect data to drive smarter decisions and more personalized services.”

Looking Ahead: Scalable, Sustainable Growth

“In a year’s time, we expect Acenta to be an even stronger player across Europe – with more facilities, strategic partnerships, a deeper product offering, and enhanced digital capabilities,” says Tollefsen in the Analyst Group interview. “It’s not just about rapid growth – it’s about quality and sustainability at every level.”

Three Reasons Acenta Stands Out for Investors

Tollefsen identifies three key factors that make Acenta a unique investment opportunity:

1. Full Value Chain Coverage: “We control the entire padel value chain – from court construction to digital platforms – generating multiple revenue streams and deep strategic integration.”
2. Established International Presence: “We’ve proven our model works across borders, with operations in some of Europe’s fastest-growing padel markets.”
3. The Only Listed Pure-Play Padel Company: “Acenta is the only publicly traded company entirely focused on the padel industry – offering investors unmatched exposure to a booming global sport.”

Acenta Group has announced the acquisition of the operations of Padelappen, marking a key milestone in Acenta’s strategy to build the most comprehensive digital platform in the padel industry. The transaction is valued at SEK 1.8 million and will be settled entirely through newly issued shares in two tranches.

The acquisition strengthens Acenta’s ecosystem by integrating Padelappen’s proven digital technology into a unified platform where tournaments, e-commerce (via www.sportofpadel.com), community tools, and data services come together—serving both B2C and B2B audiences.

A Digital Platform for the Entire Padel Value Chain

Padelappen has been downloaded over 18,400 times and is actively used by players, clubs, and event organizers. With built-in tools for booking, ranking, tournament management, and system integrations, the platform serves as a strong foundation for Acenta’s ongoing digital expansion.

A central element of Padelappen’s architecture is its open API, which allows third-party systems and partners to easily integrate with Acenta’s platform—opening the door to seamless collaborations, innovative features, and scalable digital services.

Strategic Synergy and Next-Level Data Capabilities

“With this acquisition, we are taking a major leap toward building the most comprehensive digital platform in the padel industry. By integrating Padelappen into our ecosystem, we not only unify commerce, tournaments, and community in one seamless experience – we also create a powerful engine for data-driven insights. The platform enables us to collect and analyze user behavior, purchasing patterns, and performance metrics, laying the groundwork for smart AI-powered services and hyper-personalized experiences. This is a key step in capitalizing on digitalization and reinforcing our position as a tech-driven force in the global padel market,”
says Håkan Tollefsen, CEO of Acenta Group.

“I’m incredibly proud that we, as the first matchmaking and community platform for padel in Europe, pioneered several features developed in close collaboration with our users – based entirely on their needs and feedback. The result was a highly appreciated platform that has successfully launched in twelve countries worldwide. We’ve been patient despite prior acquisition interest, but once we met with Acenta and Håkan presented their operations, vision, and roadmap, it immediately became clear that Acenta was the perfect new home for Padelappen. The strategic fit with their existing business was undeniable. I also want to extend a big thank you to Håkan and the Acenta team for a highly professional process that reassured us the work we’ve built over the past five years won’t just be preserved – it will be elevated in Acenta’s hands,”
says Jesper Vendel, CEO of Padelappen.

Transaction Details and Next Steps

• Total consideration: SEK 1.8 million, paid through newly issued shares.
• Tranche 1: SEK 500,000 upon signing, based on a SEK 40 million valuation, with a six-month lock-up.
• Tranche 2: SEK 1,300,000 on March 1, 2026, based on a volume-weighted average share price over 10 trading days prior, with a three-month lock-up.

SEK 300,000 of the total is specifically allocated for development and integration—ensuring the platform is fully adapted to Acenta’s visual identity, functional roadmap, and service unification, including tournament operations and the Sport of Padel e-commerce experience.

What started more than five decades ago as a backyard sport in Mexico has today become one of the fastest-growing sports in the world. Padel was first introduced in 1969 when Enrique Corcuera built a walled court on his private property, combining elements of tennis and squash in a unique and engaging way. Initially embraced by elites in Spain and Argentina, the game gradually spread, and in recent years, its rise has been nothing short of extraordinary.

The 2010s marked a turning point. As more facilities were built and the game’s social and accessible nature attracted newcomers, padel quickly transitioned from niche activity to mainstream recreational favorite across Europe and beyond.

A Market That’s Gaining Momentum Worldwide

Padel has grown far beyond its recreational roots and is now viewed as a significant commercial and sporting force. According to the International Padel Federation (FIP), the sport is played in over 130 countries, with more than 600,000 registered players and 87 national federations. The estimated global community of casual and competitive players now stands at around 30 million.

With over 16,000 courts, Spain is the undisputed leader in padel infrastructure, followed by Italy, Argentina, and Sweden. In total, the world now boasts more than 70,000 courts, mostly concentrated in Europe, but expanding fast across the globe.

The Global Padel Report 2024 (Playtomic & PwC) predicts that the international market for padel clubs alone could reach €6 billion by 2026, with continued growth between 8–10% annually until at least 2032.

The Road Ahead: Global Expansion and Olympic Potential

Padel is no longer just a sport — it’s a lifestyle, a business opportunity, and soon, possibly, an Olympic discipline. With a bid underway for inclusion in the 2032 Olympic Games, the sport is gaining new levels of credibility and international appeal. Emerging markets such as the United States, India, the Middle East, and Asia are experiencing growing demand for courts, events, and gear.

What This Means for Acenta Group

As the padel wave continues to build, Acenta Group is firmly positioned at its crest. With a comprehensive presence across the industry — from court installation to retail, and from tournament organization to brand partnerships — Acenta is helping shape the sport’s next chapter.

Recent highlights include:

• A 5-year exclusive partnership with Interpadel in Norway, covering 14 clubs and all equipment sales via our platform sportofpadel.com.
• A major infrastructure agreement with Padel 100 in Ireland, involving the delivery of at least 50 new courts, with further expansion already in the works.
• A newly signed exclusive sales agent agreement with premium padel brand Cuera, solidifying Acenta’s role as a key product distributor in Europe.
• A growing international sales network, including a dedicated team in the UK and regional representation in the Balkans.

Acenta is also the creator of the Acenta Padel Tour, a tournament series designed to give amateur players a professional-level experience. Having already launched in Sweden and Norway, the concept is set to expand across Europe this autumn.

Padel’s global potential is massive — and Acenta is ready to deliver on it. With a long-term strategy rooted in quality, innovation, and sustainable growth, we’re not just participating in the sport’s rise. We’re helping lead it.

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We are incredibly proud to share that our colleague Filippa Vial will be making her debut for the Swedish national padel team this summer during Phase 2 of the European Championships in Madrid, July 11–13.

Filippa steps in for Anna Åkerberg, who unfortunately had to withdraw from the competition due to injury. While the circumstances are bittersweet, Filippa’s selection is a testament to her consistent hard work and rapid development on the court.

«I’m incredibly proud and happy to represent Sweden at the European Championships. It’s something I’ve worked very hard for, and wearing the blue and yellow jersey means a lot to me. At the same time, it’s of course unfortunate that it happens due to Anna’s injury – I wish her a speedy recovery,» says Filippa.

Filippa not only represents excellence in sport but also plays an important role off the court as part of the Acenta team. We can’t wait to cheer her on in Madrid – Go Filippa! 🇸🇪💪

Acenta Group AB announces that board member Magnus Waller, through his company Magella Holding AB, has acquired an additional 95,664 shares in the company. The off-market transaction represents a total investment of approximately SEK 650,000.

Following this acquisition, Magella Holding AB now holds a total of 595,664 shares, corresponding to approximately 14.83% of the total votes and capital in Acenta Group AB.

«I have strong confidence in Acenta’s long-term vision and our global strategy. This investment reflects my continued belief in the company’s ability to grow internationally and create lasting value,» says Magnus Waller, Board Member of Acenta Group AB.

The increased ownership signals continued commitment from the board to Acenta’s expansion journey and strategic goals in the global padel market and beyond.

Acenta Group AB is pleased to announce that it has entered into an exclusive partnership agreement with the Irish company Padel Sports 100 Limited (“Padel 100”), covering the delivery and installation of at least 50 padel courts. This follows a previously signed letter of intent between the two companies on April 22, 2025.

The partnership includes a leasing arrangement over five years, with additional revenue linked to court bookings for a total of seven years. The minimum order value, excluding booking-related revenue, is estimated at approximately EUR 3.6 million, distributed over a five-year period.

The 50 padel courts will be delivered within 12–15 months, and the agreement marks a significant milestone in Acenta Group’s international growth strategy.

«We are incredibly happy to have entered into a binding agreement with Padel 100, which marks an important step in our international growth journey. This partnership gives us the opportunity to contribute together to the rapid development of padel in Ireland. Padel 100 has a strong and determined strategy to make the sport accessible across the country, and we look forward to being part of this exciting development. At the same time, I would like to mention that our new leasing and financing concept, which is a very exciting vertical for us, opens up for additional customers and has already aroused great interest. We look forward to exploring what new business opportunities this can lead to and how it will support our international expansion», says Håkan Tollefsen, CEO of Acenta Group.

A new chapter for padel in Ireland

The agreement forms part of a larger investment, as Padel 100 recently secured €5 million in funding to roll out 100 padel courts across Ireland in strategic partnership with Acenta Group. The initiative is set to boost the growth of padel across the country, with the first courts expected to be installed during summer 2025 in Dublin, Cork, Limerick, Galway, Clare, Waterford, and Wexford, followed by further expansion into suburban and regional areas.

«We are delighted to have now signed our agreement this Monday morning 12/05/25 with Acenta Group, which provides us with a solid foundation to expand the presence of Padel in Ireland. The agreement provides us with the operational capacity required to deliver major infrastructural projects and enables the more efficient growth of Padel clubs, campuses and facilities across the country. We look forward to embarking on this journey with Acenta Group and establishing a long term partnership that contributes to the development of Padel in Ireland, as it is really in its infancy around the country. Our aim is to roll out a minimum of 100 Padel courts every year in partnership with Acenta Group, without the support, knowledge and experience of Hakan Tollefsen and his team our massive rollout would not be possible», said Ben Keohane, founder of Padel 100.

Long-term structure and opportunity

Under the agreement, Acenta Group will receive a fixed monthly leasing fee for each court over five years, as well as a smaller variable income per booked hour for each court. After the initial five years, the company will continue to receive a slightly reduced booking-based revenue for an additional two years.

The exclusive agreement will remain in effect for five years from the installation of the final court, during which Padel 100 commits to purchasing all courts and related installation services exclusively from Acenta Group. Each party retains the option to terminate the collaboration in year two or year four, without affecting the leasing terms for courts already delivered.

This partnership not only secures Acenta Group’s position in the Irish market, but also highlights the company’s innovative leasing and financing model – a new vertical that is already generating strong interest from other markets and future partners.