The History of Sport-Thieme
We are a successful, medium-sized family business that has established itself as a market leader in Germany and across Europe. Despite rapid expansion, we have always remained true to our roots: a dedicated team and a passionate family.
1949
Do it yourself!
The success story of Sport-Thieme began as a one-man show in a small attic. Frustrated by the long delivery times of ordered sports equipment, carpenter Karl-Heinz Thieme decided to bring his own product ideas to life. Today, the warehouse alone is 500 times the size of the attic where it all started.
1950
May We Introduce Ourselves?
One year after founding the company, Karl-Heinz Thieme released the first promotional leaflet, laying the groundwork for what would later become extensive product catalogs.
1958
Running Out of Space
What started as a one-man show had grown into a thriving business with eight employees — with Karl-Heinz’s wife, Erika Thieme, also pitching in energetically. The family apartment served as the office, warehouse, and living space, quickly becoming overcrowded. The only solution? Build a new facility!
1959
From Living Room to Workshop
ust 300 meters from their original home, new warehouse spaces were constructed. Remarkably, the original buildings still stand today: the former living room is now a conference room, and the old postal dispatch area serves as the company canteen. This year also marked a major milestone — annual sales surpassed the 1-million Deutsche Mark mark for the first time.
1961
Becoming a Limited Partnership (KG)
The sole proprietorship of Sport-Thieme was transformed into a limited partnership (Kommanditgesellschaft, KG). Company founder Karl-Heinz Thieme became the general partner, while his wife, Erika Thieme, took on the role of limited partner. In 1966, their son, Hans-Rudolf Thieme, joined as a limited partner as well.
1962
Bringing in a System
With an ever-growing range of products, the need for additional storage space became constant. To streamline operations and enhance customer service, Sport-Thieme introduced a product numbering system for the first time in 1962.
1963
Our Own Workshops
Up until now, the team had been working in leased workshops. But finally, the carpenters, locksmiths, and painters moved into their own dedicated facilities. This new setup allowed for even more efficient and coordinated collaboration.
1971
Everything Under One Roof
Sport-Thieme rented a 6,000 square meter warehouse from the Federal Property Office, consolidating smaller, scattered storage facilities into one centralized location. The company’s workforce nearly quintupled, with 40 employees now working together towards common goals.
1979
A New Era for the Family Business
Dr. Hans-Rudolf Thieme officially joined the company, introducing electronic data processing (EDP) into inventory management. From this point on, invoicing, statistical analysis, and marketing coordination were managed electronically, marking a significant technological leap forward.
1983
A Fresh Marketing Approach
A new milestone was reached with the launch of a revamped catalog and marketing strategy. Additionally, Dr. Hans-Rudolf Thieme became part of the executive management team, driving further growth and innovation.
1988 – 1994
Expanding Space
In 1988, Sport-Thieme purchased the previously rented warehouses at Heidwinkel, covering around 50,000 square meters.
This was followed by an expansion in 1990, adding a 2,700 square meter warehouse, a 250 square meter office area, and enhanced logistics facilities.
To optimize large-scale shipping, another 2,700 square meter hall was constructed in 1994.
1992
Exploring New Horizons
Sport-Thieme took its first step into international markets with a franchise partner in Norway, releasing the first export catalog. In the years that followed, partnerships were established in 13 additional countries. The company also gained a strong reputation in the therapy sector through collaboration with ROMPA.
1993
Safety first!
Is your vaulting box unsteady, the goal not properly anchored, or the mats worn out? Sport-Thieme has you covered! We now offer a sports equipment service for the inspection, maintenance, and repair of sports halls and facilities.
1996
Online Pioneer with a Vision
In 1996, Sport-Thieme took a bold step into the digital world by launching its first website — a time when online stores were still met with skepticism. Over the years, our online presence has grown steadily, attracting more and more users. By 2012, our extensive range of sports products became accessible for mobile ordering via smartphones.
1997
Closer to Our Customers
Sport-Thieme established consulting teams in Berlin and Düsseldorf, enabling faster and more flexible on-site customer support.
1999
A Half-Century Milestone
Celebrations were mixed with sorrow: just after the company’s 50th anniversary, founder Karl-Heinz Thieme passed away. That year, the company achieved a record-breaking sales milestone of 50 million Deutsche Marks.
2000
A New Millennium
Sport-Thieme entered the new millennium with great enthusiasm, expanding its network with new partner countries Denmark and Switzerland.
2004
Guaranteed Quality
As part of our commitment to customer service, Sport-Thieme introduced a 3-year warranty on all products. This was later expanded to include a 100-day return policy and a 24/48-hour delivery service, all in line with our philosophy: “Customer satisfaction is our highest priority.”
2006
A Comprehensive Catalog
The 100th Sport-Thieme catalog was published, featuring 500 pages of products. This achievement was the result of extensive research into current trends, product testing for customer needs, and rigorous quality checks. Additionally, Sport-Thieme acquired the company “pedalo,” expanding its product range.
2008
From Family Business to Global Player
By 2008, Sport-Thieme had a presence in 12 countries, each with its own catalog in the local language, and operated independent online stores in 10 countries. Customers could now also view detailed product videos on the website.
2009
Academy Launch
Sport-Thieme launched its Academy, touring four cities across Germany. Approximately 600 participants attended these training sessions, which blended theory and practical application.
2010
Award-Winning Excellence
Sport-Thieme was rigorously evaluated and ranked among the top 50 companies in Germany, earning the prestigious title of “Germany’s Customer Champion 2010.”
2011
New Leadership
Maximilian Hohe joined the company’s management team, bringing fresh energy to the family business.
2013
Bonjour!
Katharina Thieme-Hohe also joined the management team.
A new painting facility adhering to EU standards was added, and for the first time, a French-language catalog was launched for Switzerland and Belgium.
Additionally, Sport-Thieme expanded its storage capacity in Bartensleben, renting an initial 2,000 m², followed by another 4,000 m² for larger inventory items.
2014
A New Era of Leadership
Maximilian Hohe took over the helm from Dr. Hans-Rudolf Thieme, who had successfully led the company for many years, marking a new chapter in Sport-Thieme’s history.
2015
A Fresh Look
The Sport-Thieme online shop was completely revamped with a responsive design, ensuring a seamless user experience across all devices. At the same time, the company discontinued its apparel line.
2016
New Consulting Office
A new consulting office was opened in Leipzig, where two employees began providing on-site support to schools, clubs, and other institutions across Thuringia, Saxony, and Saxony-Anhalt.
2017
Expanded On-Site Consultation
The on-site consulting network was further strengthened with new teams in Hamburg and Frankfurt, each serving customers in Northern Germany, Hesse, and Rhineland-Palatinate.
New Headquarters
Additionally, Sport-Thieme inaugurated a sustainable new administrative building at its Grasleben headquarters, creating around 65 new jobs.
2018
Sport-Thieme Academy Goes International
The Sport-Thieme Academy expanded beyond Germany, offering training tours in Austria and Switzerland.
2019
Double Celebration!
To mark its 70th anniversary, Sport-Thieme hit a new sales record of 70 million euros.
Locally in the South
The year also saw the opening of a new sales branch in Stuttgart.
„Scheine für Vereine“
A partnership with the Rewe loyalty campaign “Scheine für Vereine.”
2020
Digital and Physical Growth
In response to the COVID-19 pandemic, Sport-Thieme adapted by adding a digital format to its Academy, complementing the existing in-person tours.
2021
Award-Winning Succession
Seven years after the management transition, Sport-Thieme was recognized by the “Die Familienunternehmer” network for its exemplary succession planning. The company also set ambitious climate goals, appointing a dedicated CSR manager to oversee sustainability initiatives. Additionally, Automaten Hoffmann rebranded to Sportime.
2022
New Construction Projects
The Sports Equipment Service (SGS) division embarked on its first new construction project, demonstrating Sport-Thieme’s ongoing commitment to innovation and growth.
2023
Writing Sales History
A milestone in our company’s history: For the first time, Sport-Thieme has surpassed the €100 million mark in consolidated revenue! This success would not have been possible without our dedicated team, loyal customers, and reliable partners.
2024
75 years of Sport-Thieme!
A milestone in our history: Sport-Thieme turns 75! This anniversary year is marked by special promotions for our customers, a grand company celebration, and a family event at Heidwinkel. Together, we look back on 75 successful years.