Sport Alliance receives an additional 100 million dollars

PSG strengthens Sport Alliance: 100 million US dollar investment for the digitalization of the fitness industry. Hamburg-based fitness software company continues its growth course!

Hamburg - Sport Alliance, a Hamburg-based software company in the fitness industry, has secured further financing of 100 million US dollars from the equity growth firm PSG. Sport Alliance already received support of 65 million US dollars from PSG in 2021. Further details on financial agreements were not disclosed by the companies.

Sport Alliance focuses on improving the sports and fitness industry through cloud-based software solutions. It serves over 8,000 sports and health facilities and provides all-in-one software and services for fitness chains, franchise systems and individual studios.

PSG's trust shows that our products meet market needs and contribute to the digitalization of the fitness industry. We are motivated to continue our success story internationally.

Daniel Hanelt, CEO Sport Alliance

Its product portfolio is available throughout Europe and enables efficient gym management and digital access to sports facilities for over 5.2 million gym members. The central product, "Magicline", is a management software. It is used by companies such as the RSG Group (McFit, John Reed, Gold's Gym), clever fit and Bodystreet.

Sport Alliance GmbH, based in Hamburg, offers a management ERP solution for the fitness industry and supports gym operators in optimizing and digitalizing their facilities. In addition to Magicline, the company's portfolio also includes Finion - with Finion Capital and Finion FairPay - a provider of financial services for gym operators.

Since our partnership with Sport Alliance, we have seen significant growth and progress in the digitalization of sports facilities in Europe.

Edward Hughes, Managing Director at PSG

PSG Equity ("PSG") is a growth equity firm backing software and technology-enabled services companies. Since its inception in 2014, PSG has backed over 130 companies and facilitated over 470 acquisitions. They bring extensive investment experience and expertise in software and technology to their partnerships. We reported on the newly launched PSG Europe 2 with a fund volume of EUR 2.6 billion at the beginning of November 23.