Artur Jagiello Head of Corporate Communications
Sport Alliance announces Further Growth Investment from PSG, with New Commitments Totaling $100m
Artur Jagiello
- Sport Alliance, a Hamburg-based provider of innovative software solutions and services to gyms and fitness suites, today announces a further growth investment from PSG Equity (“PSG”), a leading growth equity firm partnering with software and technology-enabled service companies to help accelerate their international growth. PSG committed an additional $100m as part of the transaction. Additional financial terms were not disclosed.
- New funding follows PSG’s initial $65 million investment in Sport Alliance, announced in August 2021
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The media kit contains royalty-free photos of Daniel Hanelt, CEO of Sport Alliance, and a symbolic photo on the subject of fitness studios.
Sport Alliance’s objective is to take the sports and fitness training industry to a new level with cloud-based and digital software solutions. The company counts more than 8,000 sports and health facilities among its customers and offers innovative all-in-one software and services for fitness chains, franchise systems and independent fitness.
With its product portfolio currently available across Europe, Sport Alliance enables efficient gym management and easy, digital access to sport and exercise for members in sports facilities. Over 5.2 million gym members use the app solutions provided by Sport Alliance to gain simple and digital access to sports facilities.
Sport Alliance’s core product is the ‘Magicline’ management software. Not only is it one of the market leading ERP software systems in the fitness industry in German-speaking countries, but with its integrated core brands for financial services and member apps, Magicline has become the go-to solution for many sports providers over the years. Some of its most renowned customers include the RSG Group (McFit, John Reed, Gold’s Gym), clever fit and Bodystreet.
PSG previously led a $65 million strategic growth investment in Sport Alliance, announced in August 2021. Since PSG’s initial investment, Sport Alliance has more than doubled revenues through a combination of organic growth and four add-on acquisitions, with the team expanding to 350 employees across the group.
“I am incredibly proud of the great performance of the team at Sport Alliance and very pleased about the trust that PSG has in us. It proves once again that our products and services offer exactly the solutions that the market needs and that we are making an important contribution to the digitalization of the fitness industry,” says Daniel Hanelt, CEO of Sport Alliance. “PSG’s investment once again encourages us to continue our success story beyond the German-speaking region in an international context. I am looking forward to the exciting future that lies ahead of us.”
“Since partnering with Sport Alliance just over two years ago, we’ve seen an incredible trajectory of success as the firm continues to expand its offering and support the digitization of sports facilities across Europe,” said Edward Hughes, Managing Director at PSG. “We’re delighted to be deepening our commitment to Sport Alliance and look forward to seeing what the incredible team achieves next.”
