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FROM JAPAN TO SWEDEN

Sugiyama started in Japan in 1955 and made its way to Sweden in 1981. A lot has changed since then! After a factory fire in the 90s and the recent loss of the face behind Sugiyama in Sweden, we’ve faced our share of challenges. But resilience is in our roots. Now, we’re reintroducing Sugiyama with fresh energy—staying true to our traditions while pushing for improvement in every way. Join us as we take Sugiyama to new heights, together.

Vision

Every athlete deserves the opportunity to reach their fullest potential. Their only limits should be defined by their own determination and commitment.

Mission

To support your journey in reaching your full athletic potential by providing comprehensive training, nutrition, and mental resilience strategies tailored to your unique goals.

SUGIYAMA'S DRIVING FORCE

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Alongside my work with Sugiyama, I'm a personal trainer, nutrition advisor, and coach. I wrapped up my three years of sports science studies in 2023, and now I create training programs and resources here at Sugiyama. Badminton has been a part of my life for around 20 years, and it’s exciting to keep working with something I’m so passionate about.

My goal is to build the resources I wish I’d had growing up—things that are still hard to find today. I hope my work with Sugiyama can make a difference for others.

Robert Jonsson,
Managing director I Coach
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