Talkshow with Sport Holding
The Retail Relay
How Sport Holding Built a Unified Commerce Solution - with a 100% Nordic Tech Stack
- Date: June 4th 2025
- Time: 10.00-10.40
-
Digital
How to Succeed with Unified Commerce
We’ll dive into what it really takes to succeed with Unified Commerce – especially when complexity is your starting point. Petter Balstad, CEO of Omnium, sits down with Erik Heggeland, E-commerce Manager at Norway's largest sport retailer, Sport Holding – the company behind Sport 1, Intersport, and Löplabbet.
Erik will share how they unified operations, embraced complexity, and built a scalable commerce setup across more than 350 stores, multiple brands, and huge order volume.
Sign up to Get the Talkshow On Demand
From Chaos to Composable – With a 100% Nordic Tech Stack
Years of acquisitions had left Sport Holding with a fragmented tech landscape – complex, costly, and hard to scale. To regain control, they rebuilt from the ground up with a composable architecture based entirely on a 100% Nordic tech stack: Omnium (OMS & commerce), Sanity (CMS), Bluestone (PIM), EG Retail (POS), Dintero (payments), a custom-built WMS, and Autostore via Element Logic.
“It’s not just the tech stack – it’s the people. Having Nordic partners that think like us, work seamlessly together, and are quick to respond has been key to our success.”
Aligning Systems to Unlock Growth
One of the biggest wins from Sport Holding’s commerce transformation has been the tight alignment between store systems, customer service, and inventory. By creating shared visibility across physical and digital channels, they’ve not only reduced inefficiencies and simplified internal workflows – they’ve also unlocked new growth potential.
Accurate stock data and smart fulfillment logic mean customers get what they need, when and where they want it – while stores boost local sell-through and avoid missed sales.
The Result
- One unified backend for 3 brands, 350+ stores, and all online channels
- Streamlined operations with reduced complexity, faster time-to-market, and greater agility
- Improved customer experience across online and physical retail
Don’t miss this front-row look into how Norway’s largest sports retailer transformed chaos into composable commerce.
Save your seat here!
Introduction - Petter Balstad | CEO, Omnium
Sport Holding’s Omnichannel Journey - Erik Heggeland | E-commerce Manager, Sport Holding
Discussion topics
- The Tech Challenge: Multiple Stacks, One Goal
- One Unified Commerce Backend
- Building a Nordic, Composable Tech Stack
What’s next?
Sport Holding’s unified commerce foundation has already delivered massive growth and simplification, but they’re not done - join the talkshow to find out what’s next on their roadmap.
Q&A - This is your chance to ask Petter or Erik about their thoughts on unified commerce!
Speakers
Petter Balstad, CEO, Omnium
Petter Balstad is the CEO and Co-founder of Omnium, a leading Order Management System (OMS) provider.
With nearly two decades in ecommerce, Petter is dedicated to simplifying retail operations and enhancing customer experiences. Under his leadership, Omnium has become a trusted partner for retailers worldwide, offering innovative solutions for seamless omnichannel integration.
Erik Heggeland, E-commerce Manager, Sport Holding
Erik Heggeland is E-commerce Manager at Sport Holding. He is a seasoned e-commerce and digital marketing professional with over a decade of experience in the sports retail industry.
Erik will share how they unified operations, embraced complexity, and built a scalable commerce setup across more than 350 stores, multiple brands, and huge order volume.
