How Anton Sport achieved sales growth across its 30+ locations with Motimate’s product training solution
Founded in 1932, Anton Sport is one of Norway’s largest sports chains with 30+ stores and over 900+ employees. The chain has a long history of providing exceptional customer experiences and continues to provide unique in-store experiences to drive sustainable growth. Today, AntonSport holds a special position in the Sport Holding Group and have recently started to take over stores from another concept, InterSport, planning to further grow its number of stores in 2025.
180+
Courses Created
900
Employees
30k
Completed Motis
The challenge
Delivering exceptional in-store experiences requires not only innovative store design but also investing into frontline workers.Their knowledge and guiding expertise drive customer behavior and store sales. Equipping the frontline with relevant product knowledge and commercial collaborations with brands has always been a challenge. With the recent takeover of Intersport, culture differences have further intensified the need for aligned expectation and training.
The solution
To meet these challenges, AntonSport turned to Motimate as their core training solution. Today, the company uses Motimate to create brand-specific and seasonal campaign courses, blending vendor-supplied materials with internally produced content. This approach enables Anton Sport to drive store-level growth where other retailers might struggle.
Motimate’s Studio makes content creation efficient and adaptable, allowing Anton Sport to deliver training in various engaging formats. The Motimate app ensures accessibility for employees of all generations, making training available on the go and leading to high completion rates.
The results
In general, Anton Sport aims for a 70% completion rate at the store level for Motomate courses, focusing on brands with marketing support and in-store promotions. They have seen significant sales growth, with one brand experiencing a 380% increase in one month after achieving 100% course completion. The success is attributed to increased product knowledge and improved customer shopping experiences, supported by brand workshops and events.
Looking ahead
Building on the success of Motimate for product knowledge and sales training, Anton Sport plans to expand its use into operational training in 2025. Such training includes cash register procedures, merchandising standards, and inventory control. This expansion aims to create a consistent standard across all stores further enhancing customer experience and sales growth.
When you have up to 380% in revenue growth for a large footwear brand after we had a 100% training completion rate in Motimate, the numbers just speak for themselves.
Steve Green
Anton Sport
