Main Highlights
- Sport Alliance announced that it has received a €60 million expansion investment from PSG, a prominent growth equity company.
- Sport Alliance’s mission of ‘More Sports’ aims to automate the global fitness sector.
- The Group provides innovative software solutions and services to fitness chains, franchise systems, and independent fitness providers.
- Their primary product is ‘Magicline,’ a cloud-based management software system for fitness studios, and its adjacent member app, which is utilized by over one million gym and studio clients.
Sport Alliance, a Hamburg-based provider of innovative software solutions and services to gyms and fitness suites, announced today that it has received a €60 million expansion investment from PSG, a prominent growth equity company.
Sport Alliance’s mission of ‘More Sports’ aims to automate the global fitness sector. The Group provides innovative software solutions and services to fitness chains, franchise systems, and independent fitness providers in order to improve gym administration and give members more digital access to sports and exercise.
Sport Alliance now serves over 5,000 sports and health institutions in the DACH area, and PSG’s investment will help it continue its worldwide development. The Group’s product line is now accessible in Italy, Spain, France, the United Kingdom, and the United States.
“The fitness sector is facing much greater upheaval as a result of the epidemic than it was before,” said Daniel Hanelt, CEO of Sport Alliance. We currently have a market-leading position in the DACH area, and we aim to take the next step and establish ourselves worldwide as an industry technology driver. As a result, we are overjoyed because we feel PSG’s investment will help us accomplish our lofty goals.”
Despite the challenging COVID-19 conditions, the Group has continued to develop and benefit from the rising need in the fitness sector for more digitization. “At PSG, we are enthusiastic by the development potential of Sport Alliance,” said Skip Besthoff, Managing Director at PSG. “Despite the challenges encountered by the leisure and fitness industry as a result of COVID-19, the firm has continued to develop over the past two years, which we believe reflects the robustness of Sport Alliance’s offering to its clients.”
Sport Alliance’s primary product is ‘Magicline,’ a cloud-based management software system for fitness studios, and its adjacent member app, which is utilized by over one million gym and studio clients. The app is completely integrated and utilized by big studio chains such as McFIT and Gold’s Gym, all of which are part of the RSG Group, as well as smart fit and Bodystreet, both of which are long-term Sport Alliance clients.
“We are thrilled to be collaborating with Daniel and his team as we aim to grow on Sport Alliance’s market position in the DACH region,” said Edd Hughes, Managing Director at PSG. We think that with our assistance, Sport Alliance has the potential to become a global leader in the provision of mission-critical software solutions to gyms and fitness studios.”
“We think we have found the ideal partner in PSG to launch the next chapter of Sport Alliance’s mission of enabling sports throughout the world. We look forward to collaborating with the PSG team in the future,” Sport Alliance CEO Daniel Hanelt stated. In addition to expanding into strategic growth areas, the Group’s future goals include personnel expansion and continuous product development.
Capital utilization by Sport Alliance
The proceeds from this transaction will be used to accelerate Sport Alliance’s growth by increasing product development, boosting go-to-market teams, and supporting international expansion, as well as through M&A activities.
“Tech meets sports”
Sport Alliance, founded in 2011 by Daniel Hanelt, specializes in software solutions for gym administration, financial services, and purchasing management for fitness studios.
Fitness chains, franchise systems, and independent fitness providers can use the company’s services to improve gym administration while also expanding digital access to sports and exercise for their members.
The ‘Magicline’ app is the company’s flagship offering. It is a cloud-based all-in-one management software for the fitness sector that helps operators optimize and digitalize their facilities. According to the company’s website, it currently has over four million consumers on its member app. Large studio chains such as McFIT, Gold’s Gym, smart fit, and Bodystreet, among others, use the app.
In addition to Magicline, the company’s portfolio includes the booking site and training software MySports, Bedarf.de, which specializes in the supply and buying management for fitness studios, and Finion and PAYDUE, two companies that focus on factoring and debt collection management.
Customers in the DACH area include over 5,000 sports and health institutions, and the firm operates in countries such as Italy, Spain, France, the United Kingdom, and the United States.
