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 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, Smartgroups goal is to do the exact same thing with Herobility, and make the world’s smartest, best and safest products for babies.



Herobility is a global company in the baby industry focusing on innovation, design and sustainability. The idea was born back in 2013, when founder and CEO Mikael Bergström was expecting his second son, and discovered that baby bottles all looked the same as they did 7 years before. Then, when he and his wife were expecting their daughter Alva, development really got underway. The goal was to give Alva the best possible products, that were safe, comfortable and easy to use. In February 2017, Herobility was officially launched, and quickly became a success!