Sportvorur is run by RJR Ltd. which was established in 1946 and has been owned by the same family ever since.

Sportvorur has been a fast growing sector within RJR Ltd. in the last few years and is now leading the Icelandic market in sales of fitness products.

Sportvörur is an Icelandic wholesale distributor, a strong online store, and a specialty sports retailer with a physical shop at Dalvegur 32a in Kópavogur. We serve the entire capital area, including Reykjavík, with high‑quality products for running, strength training, combat sports, and recovery.

RJR and Sportvorur are constantly seeking to introduce new product to all our customers from partners around the world. Our goal is to fulfill our customer’s needs by introducing the latest in innovative fitness products.

We only offer quality products in co-operation with a number of well-known brands in Europe, USA and Asia. We also run an establishment in Asia where we have products produced under our own brand RJR.

Sportvörur carries leading global performance brands, including On, 2XU, and Venum. On is known for its innovative Swiss running technology and Cloud cushioning; 2XU is a world‑class compression and performance apparel brand trusted by endurance athletes; and Venum is a top choice in combat sports, offering premium gear for MMA, boxing, and martial arts. By combining these strong brands under one roof, we provide athletes across Reykjavík and the capital area with high‑quality gear for running, strength training, and combat sports.

We offer our customers a wide selection of training equipment with special emphasis on functional fitness. Our prime customers are the gyms and sport clubs in Iceland along with the growing number of individuals who choose to train at home.