Fitness industry digitaliser Sport Alliance secures €60 million

dan@tech.eu

Hamburg-based Sport Alliance has secured a €60 million investment from growth equity firm PSG. The company is comprised of a number of sub-brands, which develop software solutions and services specifically tailored for the fitness industry. This new funding is expected to fuel further product development and accelerate international expansion plans.

And end-to-end provider for gyms and other physical fitness centres, Sport Alliance offers day to day management solutions, logistics and supply chain support, payment services, and booking and scheduling options. Mainly catering to chains and franchise systems, the service is also available to independent providers.

A clear forerunner in the DACH region, Sport Alliance counts over 5,000 facilities from customers including Gold’s Gym and McFit utlising their services. The company has also established a presence in Italy, Spain, France, the UK and the US, which the new funding is expected to further expand upon.

Despite a global pandemic that shuttered the doors of many a gym, Sport Alliance has continued to grow, noting that the industry has taken the collective pause to reassess; and the demand for digitalisation is now stronger than ever.

“The fitness industry is undergoing even more change as a result of the pandemic than it was before. We already have a market leading position in the DACH region and now we want to take the next step and position ourselves globally as a technology driver for the industry,” commented CEO Daniel Hanelt.

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