Purpose – In this study the complex environments are approached with help of the concepts distance and proximity. The distance between innovating partners presents both a problem and an opportunity. This study is interested in what kind of distances there are in complex environments. In attempts to create innovation, different kinds of distances would need to be exploited knowingly. The purpose of this study is also to define different kind of methods to reveal innovation potential in distance. Design/methodology/approach – This study uses a case study as a research strategy. The case study is a research strategy that focuses on understanding the dynamics present within single settings. This study builds on the MOTION! project which aims to develop the exercise and well-being industry, and create new collaboration models for co-operation between the private, public and third sectors. Originality/value – In order to foster innovation and strengthen competitiveness, it becomes important to integrate different types of knowledge, competences and experiences into a cooperative perspective. However, it is far from clear how co-operative innovation processes including innovating partners with very different backgrounds and interests can be conducted successfully. This study attempts to shed light on the problem and outline methods applicable in such situations. Practical implications – The identifying the distances between innovation actors facilitates the planning and coordination of the innovation activities. Distances may explain why some of the actions have not been successful or why some of the actions should be repeated several times. This study also gives practical examples how distances could be exploited knowingly.