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Hamburg-based Sport Alliance, a leading software company in the fitness industry, announces an investment of 100 million US dollars from growth capital firm PSG Equity. PSG previously backed Sport Alliance with 65 million US dollars in 2021.

© Sport Alliance: CEO Daniel Hanelt
© Sport Alliance: CEO Daniel Hanelt

Sport Alliance is successful throughout Europe

Sport Alliance GmbH specialises 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. Over 5.2 million gym members use the app solutions provided by Sport Alliance to gain simple and digital access to sports facilities.

With "Magicline", Sport Alliance offers Europe's leading management ERP solution for the fitness industry, helping gym operators to optimise and digitalise their facilities. In addition to Magicline, Finion is also part of the company's portfolio. Finion is a provider of financial services that supports gym operators with everything from membership fee management to debt collection.

“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 exactly the solutions that the market needs and that we are making an important contribution to the digitalisation of the fitness industry. 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.”
Daniel Hanelt, CEO of Sport Alliance


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