Sport Alliance on course for growth: PSG secures a further USD 100 million
Hamburg — Sport Alliance, a leading software company in the fitness industry based in Hamburg, Germany, announces a further investment of USD 100 million from leading equity growth firm PSG Equity (“PSG”). PSG already supported the Hamburg-based software company with USD 65 million in 2021. No further financial details were disclosed.
Sport Alliance has set itself the goal of taking the sports and fitness 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 individual studios.
With its product portfolio, which is currently available throughout Europe, Sport Alliance enables the efficient management of gyms Sport Alliance 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 easy and digital access to sports facilities.
Sport Alliance’s core product is the “Magicline” management software. It is not only the market leader among ERP software systems in the fitness industry in German-speaking countries — with its integrated core brands for financial services and member apps, Magicline has become the standard for many sports providers over the years. Its most renowned customers include the RSG Group (McFit, John Reed, Gold’s Gym), clever fit and Bodystreet.
“I am extremely proud of the great performance of the Sport Alliance team and very pleased about the trust that PSG has placed in us. It proves once again that our products and services offer precisely 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 internationally beyond the German-speaking region. I am looking forward to the exciting future that lies ahead of us.”
“Since we entered into the partnership with Sport Alliance just over two years ago, we have experienced an incredible curve of success. The company has since further expanded its offering and driven forward the digitalization of sports venues in Europe,” says Edward Hughes, Managing Director at PSG. “We are delighted to deepen our commitment to Sport Alliance and look forward to seeing what the strong team will achieve next.”
About Sport Alliance
Sport Alliance GmbH, based in Hamburg, specializes in software solutions for efficient studio management and financial services in the fitness industry. The group of companies has over 8,000 customers, including FitX, RSG Group (McFIT, Gold’s Gym, John Reed), clever fit and Bodystreet. With “Magicline”, Sport Alliance offers Europe’s leading management ERP solution for the fitness industry, helping gym operators to optimize and digitalize their facilities. In addition to Magicline, the company’s portfolio also includes Finion — with Finion Capital and Finion FairPay — a provider of financial services that supports studio operators with the management of membership fees through to debt collection. www.sportalliance.com
About PSG Equity
PSG Equity (“PSG”) is a growth equity firm that partners with software and technology-enabled services companies to help them transform and grow, capitalize on strategic opportunities and build strong teams. PSG has supported more than 130 platform companies and facilitated over 470 add-on acquisitions to date. The company brings extensive investment experience, deep expertise in software and technology and a strong commitment to working with management teams to the partnerships. Founded in 2014, PSG has offices in Boston, Kansas City, London, Madrid, Paris and Tel Aviv. www.psgequity.com