This chapter discusses the pre-school sports market in Sweden and how and why it is manifested. It highlights how pre-school sports businesses represent themselves and their services and how they shape normative values about pre-school sports on their websites. It also focuses on how leading individuals from pre-school sports businesses describe this development and interest from families. We discuss the implications of this development in relation to how Swedish children’s sports traditionally operate. Finally, we argue that pre-school sports businesses contribute to an increase in adult perspectives on children’s activities. This suggests that childhood is seen as a period when guardians can ensure their children acquire desirable skills that adults define as important.