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WePlayAgain Continues Strong Growth and Expands into Sweden
2 November 2026
Our portfolio company WePlayAgain continues its strong growth trajectory and is taking the next step in its international expansion by entering the Swedish market.
Since Kjøller invested in the Danish company in May 2025, WePlayAgain has continued to develop its business, combining a digital marketplace for pre-owned golf equipment with an innovative trade-in concept operated in partnership with golf clubs and retailers.
The company’s growth is driven by increasing demand for high-quality second-hand golf equipment and a scalable business model with significant international potential.
A major milestone is the expansion into Sweden, where WePlayAgain introduced its trade-in concept in September 2026. The company aims to organise approximately 100 trade-in events across Sweden during 2027 as part of a broader rollout in the Swedish market.
The concept allows golfers to trade in their used equipment in exchange for vouchers redeemable at participating golf retailers. WePlayAgain subsequently manages the resale of the equipment through its established sales channels. This creates additional revenue opportunities for retailers, makes golf more accessible and supports a more circular economy.
Beyond Sweden, WePlayAgain already serves customers across Europe and continues to develop its international distribution network.
The company’s progress has also attracted attention from investors and the wider business community. Earlier this year, entrepreneur Morten Larsen joined as an investor following WePlayAgain’s participation in the Danish television programme Løvens Hule (the Danish version of Dragons’ Den). More recently, the company was nominated for EY Entrepreneur Of The Year 2026 in the Growth category.
While golf remains the company’s primary market, its ambitions extend further. WePlayAgain’s technology, pricing systems and trade-in concept have been developed with the potential to expand into other categories of second-hand sports equipment.
With continued growth and its expansion into Sweden, WePlayAgain takes another step towards its ambition of becoming a leading European player in the market for second-hand sports equipment.