Royal Streaming acquires Music in Brands and FitnessPlayer

Royal Streaming, a SaaS company based in Uppsala with several years of profitable growth, is strengthening its position in the Scandinavian market through the acquisition of Music in Brands and FitnessPlayer. The acquisition includes both companies, founded by Anders Ekström, and is a strategic move to expand Royal Streaming’s offering in brand-adapted music services for businesses.

“We’re thrilled about this and warmly welcome both Music in Brands and FitnessPlayer to our family,” says Gustav Nordlindh, CEO and founder of Royal Streaming. “Together with our new owners, Pamir, we have clear growth ambitions, and this acquisition is fully aligned with our strategy. In the coming years, we plan to make additional acquisitions in the Nordics, and we’re very optimistic about the future.”

“It feels like the right step for Music in Brands and FitnessPlayer to become part of Royal Streaming. I’m incredibly proud of what we’ve built together, and with a larger organisation behind us, we’ll be able to offer even more innovative solutions to our customers – while also strengthening our position within the fitness segment,” says Anders Ekström, who will continue as CEO of FitnessPlayer.

The acquisition was finalised before the summer of 2024, and Music in Brands has already been integrated into the Royal Streaming organisation. FitnessPlayer will, for now, continue to operate as a separate entity under the leadership of Anders Ekström, with support from the Royal Streaming team.