About us

Athletes Own® sportswear is founded in Copenhagen, Denmark in 2010 by rowers.

We develop the ultimate clothing for maximal performance, and rowing is our winning game. But you can run and jump as well, in Athletes Own Sportswear.

For an athlete, there’s always room for improvement and we are in constant progress and development for better solutions, higher standards and stronger designs to improve our products.

Who we are

Juliane Elander Rasmussen

Partner and rower
Juliane has participated in four Olympics (Athens, Beijing, London and Rio) so far and she’s still going. Her best result until now is 4th place at the London Olympic Games 2012 in the lightweight women’s double scull. Juliane is married to Olympic Champion 2012, Mads Rasmussen, and the mother of two. Juliane takes care of your wishes and demands in Athletes Own.

Sarah Haubro Lauritzen

Partner and rower
Three times Olympian, Atlanta 1996, Sydney 2000 and Athens 2004. Sarah is married to National Team Coach, Mads Haubro, and they have two children. Sarah haunts the domestic rowing scene and is still among the leading ladies in the national indoor rowing championships. Sarah takes care of our finances as well as your wishes and demands when you contact Athletes Own.

Frederik Taulbjerg

Partner and rower
Frederik is studying Business Economy at Copenhagen Business School (CBS). Frederik is also part of the Elite Program of Danmarks Rocenter (DRC). Frederik takes care of clearing the way for new paths of business.  

Antonie Lauritzen

Partner and rower
Antonie is educated at The Danish Design School and has during 40 years of hard work and spectacular designs become a renowned clothes designer in Denmark. Antonie started her rowing career in the prime of her life and continued in the decades to come. While doing that she designed and improved the rowing suit for the Danish elite and National Team for over the next 18 years. Antonie is married to Peter Munch, who’s graphic works decorates our website, posters and flyers. Antonie is the mother of two, and yes Sarah is her daughter. Antonie takes care of design and production in Athletes Own.

Contact us


About our products

Athletes Own© sportswear is designed and produced in Denmark. We priority welfare, wellness, environment and sustainability in our design and production. And this is how we do things:

Design: We believe that sport and art belong together as a cultural manifest on a constant move. And yes, we create fashion as well. We make indeed our mark on the international rowing scene.

We launch new collections for our webshop and pop-up-tent every second or third year. Every launch contains 5 or 6 new designs stretched out on f.ex. suits, T-shirts, tights, capris and shorts. This means that you can provide your favorite piece of art-wear during a period of at least five years. Our best pieces we maintain forever on stock. It’s your decision what to keep and what has to go.

For our clubs and teams we start from scratch with new designs for every new client, to create something special for you and your club or team. For more info: please contact us. Your desire is our command.

Fabrics: Our fabrics are produced in Italy and are tested after ECO-tex 100 standards. No itchy stuff is used to make, knit and color our fibers.

We use mainly microfibres/ polyamide/ elastane to maintain maximum stretchability, sweat transporting and temperature regulating effect and to prevent bad smell after use or wash. We only use polyester in our white stripes and trimmings, to prevent bleeding from other garments.

Production: Every Athletes Own garment bearing the logo made in Denmark is -of cause- made in Denmark. Our factory in Struer, Jutland, is a third-generation family based company, who secures us a production where our code of conduct concerning Corporate Social Responsibility (CSR) and fair trade are respected after Danish law.

Transport: Due to the short distance and fast shipment between our suppliers, us and our users, we have no use for chemicals to prevent damages to either fabrics or garments due to long term transportation in various temperatures over sea or land.

When delivering to our customers and clients, we use the fastest shipment.

Sustainability: Design and production secure a long-term durability for an Athletes Own product. We work in terms of min. 5 yrs for design and 5000 km (of rowing) for durability (wear and tear) of production when handled after our instructions.

This means that an Athletes Own product is fit for vintage, and this is especially highly recommended by our customers and clients, who have young and still growing rowers in their care.

CODE OF CONDUCT/ sponsorships

Athletes Own© -the one and only: Our stock is very limited. For backorder we deliver within 4 weeks. We do not produce special designs for discount sales or out-lets. Therefore, you will not find any Athletes Own© garment on any discount, black Friday or out-let counter.

Our Ambassadors are the stars in our sky. We cherish them and care for them. And we believe in them, their dreams and their goals. Our Ambassadors are our role models. And therefore we support them with whatever agents we can provide. Mostly this means equipment.

What and who do we support? We support clean sports and clean athletes. Elite rowers, -runners, -jumpers are among our stars. They appear everywhere in our universe, and we call them by their name on our site.

Athletes Own ambassadors: Christina Johansen and Lærke Hedwig Rasmussen