Leading the way with innovation

Smartgroup was founded by Mikael Bergström in 2009. Today, Smartgroup is a family owned company, run together with over 1300 backers who believe in our future success. Under two brands, Smartshake and Herobility, Smartgroup has sold over 23 million products all over the world. Our core principles continue to be innovation, design and Swedish quality.

Smartgroup is represented in 90 different countries, with headquarters in Sweden, a sales office in the US, and warehouses on three different continents:


  • Västerås, Sweden
  • Los Angeles, USA
  • Ningbo, China


Mikael revolutionized the fitness industry when he started Smartshake in 2009, Today, Smartgroup’s goal is to do the exact same thing with Herobility, and make the world’s smartest, best and safest products for babies.


Smartshake – not just a bottle

After a decade of innovation, Smartshake has been established as the smart accessory for the trend conscious consumer, sold in more than 90 markets. At first, Smartshake was focused on the growing fitness market, and with the innovative mixer net and smart containers for supplements, the brand immediately gained a foothold. Today, it is the leading brand in the Nordic countries, and is aiming at a wider target audience with new products for everyday life. Read more at