ABOUT GOAT SPORTS

GOAT Sports is one of the branches within GOAT Factory – a tech and health company working to improve people's lives through proactive and innovative solutions. Within GOAT Sports, our focus lies in physical, in-person services: personal coaching, screenings, and treatments. We support everyone from elite athletes and dedicated amateurs to beginners looking to start their training journey. We also work closely with companies, sports clubs, and associations to design health and training programs.

A central part of GOAT Sports is Training Boutique, our physical facility in Stockholm. Here, we offer personal coaching on-site, but also online to reach people wherever they are. Through screenings, we assess each individual's current state and physical capacity to build sustainable, personalized plans – whether the goal is performance, recovery, or improved quality of life.

Our team consists of experts in coaching, physical training, rehabilitation, performance, mental training, and nutrition – equipped to support people at different stages of life and with varying needs. Our clients are diverse – including older adults, individuals with medical conditions, elite athletes, and high-performing amateurs. Regardless of background, we meet each person where they are.

We’re passionate about helping people become stronger, healthier, and more self-aware – both physically and mentally. We believe that a strong self is better equipped to handle life’s challenges.

As a branch of GOAT Factory, we also share the vision of contributing to a healthier world. We don’t just aim to be a player in the health and lifestyle sector – we want to inspire others to take responsibility, collaborate, and make a real difference.

Our vision is to help create a healthier world to live in. Our mission is to make a positive impact and inspire others to contribute to global health through proactive action.

To realize this, we’ve developed three core pillars – Persona, Physique, and Competence – covering different areas of life and guiding individuals through self-awareness, reflection, and personal development.

GOAT Sports is one of the most important expressions of our belief in long-term, human development. With people at the center, we aim to contribute to a stronger and more sustainable future – one person at a time.