Sport-Thieme
German specialist mail-order and online supplier of sports equipment for institutions, associations, schools, universities, and other organized sports customers.
Last updated August 25, 2026
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Overview
Sport-Thieme is a German specialist sporting-goods supplier focused primarily on institutional and organized sports rather than on a conventional consumer-only retail model. Based in Grasleben in Lower Saxony, the company supplies sports equipment, fitness products, sports apparel, and related goods to schools, clubs, universities, public organizations, and other professional or institutional customers. Its business has historically combined catalog and mail-order sales with regional sales branches, association partnerships, and digital commerce. The company was established on April 1, 1949, by Karl-Heinz Thieme. During the 1960s, it added workshops at its premises, allowing some products and equipment to be manufactured or adapted in-house. This production capability supported the company’s early development as a specialist supplier. In 1971, Sport-Thieme began expanding its warehousing capacity at the Heidwinkel industrial estate, a district of Grasleben, reflecting the growing logistical requirements of its assortment. A major organizational and technological step came in the late 1970s. Hans-Rudolf Thieme, the founder’s son, introduced an electronic inventory-management system in 1979 and joined the management board in 1983. The company subsequently broadened its reach through export activity beginning in 1992 and the launch of an online shop in 1996. These changes moved Sport-Thieme beyond its original German mail-order base and helped establish an international operating footprint. Sport-Thieme also expanded through acquisitions and investments. The group acquired or integrated Reivo in 1992, Olympia-Sporthaus Loydl in 2000, Holz-Hoerz in 2006, and Automaten Hoffmann in 2012. Automaten Hoffmann later became associated with the Sportime brand. These transactions broadened the group’s product and customer coverage, including specialist areas adjacent to institutional sports supply. Family involvement continued across successive generations. Maximilian Hohe, the founder’s son-in-law, joined the company in 2011 and took over management responsibilities in 2014. The business continued to operate as a private group while maintaining a network of partnerships with regional and national sports associations and university sports federations. In Germany, Sport-Thieme operates seven sales branches according to the referenced encyclopedia material. The group reported sales above €100 million for the first time in 2023, although no independently specified financial statement or detailed accounting period is provided in the available reference material. At the beginning of 2024, Sport-Thieme introduced a new brand image. From January 1, 2025, it consolidated its previous logistics locations at a single new site in Haldensleben, Saxony-Anhalt. The change represents a substantial logistics reorganization while the company’s headquarters and historical corporate base remain associated with Grasleben. Sport-Thieme’s positioning is therefore built around specialist assortment depth, institutional procurement expertise, delivery capability, and long-term relationships with sports organizations. Its international activities include wholly owned operations in Austria, Switzerland, and the Netherlands, as well as holdings connected with the Norwegian Klubben group. The brand remains active and is best understood as a professional and institutional sports-equipment supplier with mail-order and e-commerce roots.
History
Sport-Thieme was founded on April 1, 1949, in Germany by Karl-Heinz Thieme. It developed as a specialist mail-order company serving organized and institutional sports. During the 1960s, the company established workshops on its premises, enabling in-house production and equipment-related work. Warehouse expansion began in 1971 at the Heidwinkel industrial estate in Grasleben, reflecting the increasing scale of its distribution business. The founder’s son, Hans-Rudolf Thieme, introduced electronic inventory management in 1979 and joined the management board in 1983. This modernization strengthened stock control and supported the company’s expanding catalog operation. Sport-Thieme began pursuing export strategies in 1992 and launched an online shop in 1996, combining its established mail-order model with digital sales and broadening its reach beyond Germany. Growth was also supported by acquisitions. The company acquired Reivo in 1992, Olympia-Sporthaus Loydl in 2000, Holz-Hoerz in 2006, and Automaten Hoffmann in 2012. Automaten Hoffmann later operated under or became associated with the Sportime brand. These transactions helped the group add specialist capabilities and extend its coverage of sports and leisure-related products. After Karl-Heinz Thieme’s death in 1999, the company continued its expansion. Family participation remained important: Maximilian Hohe, the founder’s son-in-law, joined in 2011 and assumed management responsibilities in 2014. Sport-Thieme developed international operations and holdings, including wholly owned companies in Austria, Switzerland, and the Netherlands, together with interests connected to the Norwegian Klubben group. In Germany, it maintained seven sales branches and partnerships with regional and national sports associations as well as university sports federations. The company’s business remains centered on institutional sports procurement, including equipment for schools, clubs, universities, associations, and other organizations. The group passed €100 million in sales in 2023, based on the available historical reference, though detailed financial statements and the precise reporting basis are not supplied here. At the beginning of 2024, Sport-Thieme adopted a new brand image. On January 1, 2025, it consolidated its former logistics locations at a single new facility in Haldensleben, Saxony-Anhalt. The logistics move marked the latest major operational change described in the available material.
- 2025
Logistics consolidated in Haldensleben
[1]From January 1, the company consolidated its former logistics locations at one new site in Haldensleben, Saxony-Anhalt.
- 2024
New brand image introduced
[1]Sport-Thieme introduced a new brand image at the beginning of the year.
- 2023
Sales exceeded €100 million
[1]The group’s sales exceeded €100 million for the first time, according to the referenced company history.
- 2014
Hohe assumed management
[1]Maximilian Hohe assumed management responsibilities.
- 2012
Automaten Hoffmann acquired
[1]The group acquired Automaten Hoffmann, which later became associated with the Sportime brand.
- 2011
Maximilian Hohe joined the company
[1]Maximilian Hohe, the founder’s son-in-law, joined Sport-Thieme.
- 2006
Holz-Hoerz acquired
[1]Sport-Thieme acquired Holz-Hoerz, which is listed as a wholly owned German group company.
- 2000
Olympia-Sporthaus Loydl acquired
[1]The group expanded through the acquisition of Olympia-Sporthaus Loydl.
- 1999
Founder died
[1]Karl-Heinz Thieme died, after which the company continued its growth strategy.
- 1996
Online shop launched
[1]The company introduced an online shop, extending its established mail-order model into digital commerce.
Products and positioning
A specialist B2B-oriented sports supplier serving institutions, schools, clubs, universities, associations, and other organized-sports customers through catalog, online, branch, and logistics-based distribution.
Sports equipment
Institutional sports equipment
Sport-Thieme’s core assortment serves organized and institutional sports. It supplies equipment for schools, clubs, universities, associations, and other organizations that require sports goods at an operational or facility level rather than as individual consumer purchases.
Fitness equipment
Fitness and training equipment
The company offers fitness and training products within its broader sports-supply assortment. These products support structured exercise, conditioning, and training programs in institutional, club, and professional settings.
Sports clothing
Sports apparel
Sports clothing forms part of the company’s typical product range. Apparel complements its equipment business and can be procured alongside other supplies by clubs, schools, and organized sports bodies.
Institutional sports supplies
School and university sports supplies
Sport-Thieme specifically serves educational and university sports organizations. This line groups equipment and related goods intended for recurring institutional use in school gyms, university programs, and organized educational activities.
Marketing campaigns
- 2024New brand image
Germany · Austria · Switzerland · Netherlands · Norway
Sport-Thieme introduced a refreshed brand image at the beginning of 2024 as part of its corporate presentation and market development.
Outcome. The available reference does not specify campaign performance metrics or a detailed creative rollout.
Brand decisions
2025
Consolidation of logistics locationsStrategyBackground
Sport-Thieme had operated multiple logistics locations as its business and international activities expanded.
Action taken
From January 1, 2025, the company consolidated its previous logistics locations at a new site in Haldensleben, Saxony-Anhalt.
Aftermath
The move created a single consolidated logistics location; the available reference does not provide capacity, employment, or cost details.
1996
Launch of the online shopStrategyBackground
Sport-Thieme had developed from a specialist mail-order supplier and had begun pursuing export activity in 1992.
Action taken
The company launched an online shop, adding digital commerce to its catalog and mail-order channels.
Aftermath
The online channel supported the company’s development into a broader supplier with international reach, although no separate performance figures are provided.
Recent events
- 2025
Sport-Thieme consolidated logistics operations in Haldensleben[1]
Other
Beginning January 1, 2025, the company consolidated its previous logistics locations at one new site in Haldensleben, Saxony-Anhalt.
- 2024
Sport-Thieme introduced a new brand image[1]
Campaign
At the beginning of 2024, the company presented a refreshed brand image as part of its continuing corporate development.
- 2023
Sport-Thieme sales surpassed €100 million[1]
Other
The group exceeded the €100 million sales threshold for the first time, according to the referenced company history.
Sources2 sources
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