Sport Alliance provides cloud-based and digital software solutions and services to gyms, fitness chains, franchise systems and independent fitness suites, with its core product Magicline membership-management ERP. Its portfolio also includes Finion (Finion Capital and Finion FairPay), a financial-service offering that supports member-fee management and debt collection. The company counts more than 8,000 sports and health facilities as customers and its app solutions are used by over 5.2 million gym members across Europe. Magicline is one of the market-leading ERP systems in German-speaking countries and integrates financial services and member apps. Since PSG's initial investment in August 2021, Sport Alliance has more than doubled revenues and completed four add-on acquisitions. The group has expanded to around 350 employees and currently offers its products across Europe. Management has stated an intention to continue international expansion beyond the German-speaking region. Sport Alliance is a Hamburg-based provider of cloud-based management software and services for gyms, fitness chains, franchise systems, and independent studios. Its flagship product, Magicline, is an integrated cloud-based studio management solution with an adjacent member app used by more than one million gym and studio customers. The Group serves more than 5,000 sports and health facilities in the DACH region and has its product portfolio available in Italy, Spain, France, the UK, and the USA. Its broader portfolio also includes the booking and training app MySports, procurement platform Bedarf.de, and financial services brands Finion and PAYDUE. Sport Alliance recently secured a €60m growth investment from PSG to support international expansion, staff growth, and continued product development. Despite COVID-19 headwinds in the leisure and fitness sector, the Group has continued to grow and capitalize on increasing demand for digitalization in the fitness industry.

Total raised

$170M

Funding rounds

2

Latest round

Equity

Latest activity

Nov 2023