Fitness software manufacturer Sport Alliance receives 60 million euros

Tom Schmidtgen Tom Schmidtgen | 20.08.2021

The money comes from the US growth financier PSG. Now the Hamburg-based start-up wants to expand globally.

Sport Alliance, a software manufacturer for fitness studios, has received growth financing of 60 million euros. The money comes from Boston-based private equity firm PSG, which specializes in financing medium-sized software companies and technology-driven service providers.

Sport Alliance has so far equipped 5,000 sports and fitness studios. The Hamburg-based company's client portfolio includes McFit, FitSevenEleven and CleverFit. The start-up offers software to support studio management, billing, supply chains and a booking system for trainers and sports courses. In addition to the DACH region, Sport Alliance is also active in Italy, Spain, France, the UK and the USA. "Now we want to take the next step and position ourselves globally as a technology driver for the industry," says CEO Daniel Hanelt.

Despite the Corona pandemic and closed studios, the startup has continued to grow over the past two years - which is why U.S. investors are confident that the startup's offering is resilient. In addition to global expansion, Hanelt wants to see the Sport Alliance team grow and develop more products.


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