We’re going to investigate the sports and fitness industry in Trondheim from two different angle – one being academic, the other being more entrepreneurial. This approach will give a more nuanced understanding of how sports culture fares in the city. Our first stop is the Centre for Sport Facilities and Technology (SIAT), based at the Norwegian University of Science and Technology (NTNU), the country’s largest university. Since its establishment in 2009, SIAT has become a key player in developing the scientific and technological foundations necessary to modernize Norway’s sports infrastructure. The Centre’s work spans a broad range of topics from improving indoor climates in swimming pools to the aerodynamics of sports textiles. SIAT also operates a national knowledge portal on sport facilities and provides research-based input to one of the fastest-growing infrastructure sectors in the country. Qualified knowledge in this sphere is vital as the government invests over 4 billion NOK annually for the construction of sports facilities across Norway. While the Norwegian sports sector faces increasing pressure to meet requirements related to quality, cost, sustainability, and competitiveness, there is currently no formal education program in Norway that focuses on the planning, development, and operation of sports facilities. SIAT is attempting to fill that void through research, academic outreach, and strategic collaboration with key institutions such as the Ministry of Culture and the Norwegian Olympic and Paralympic Committee and Confederation of Sports. Now let’s examine what’s happening in the business side of Trondheim’s sports and fitness industry. Local company Myworkout is making waves with a digital-first approach to physical health through its app that offers personalized fitness assessments and guided workouts tailored to fit the demands of modern working life. Designed to improve both mental and physical well-being, the app integrates advanced health tracking and gamified competition to foster engagement among employees.