Sport Alliance Receives €60M Growth Investment from PSG

Sport Alliance, a Hamburg, Germany-based fitness-focused software company, received a €60m growth investment from growth equity firm PSG.

The company intends to use the funds to accelerate growth by expanding product development, strengthening go-to-market teams and supporting international expansion, as well as through M&A activity.

Led by Daniel Hanelt, CEO, Sport Alliance delivers innovative software solutions and services to fitness chains, franchise systems, and independent fitness providers to make gym management more efficient and broaden digital access to sports and exercise for their members.

Sport Alliance provides Magicline, a cloud-based management software which supports operators with optimizing and digitalizing their facilities. Its adjacent member app, used by more than one million gym and studio customers, is fully integrated and used by large studio chains including McFIT and Gold’s Gym, as well as at clever fit and Bodystreet. The company’s portfolio also includes the booking portal and training app MySports,, which specializes in the supply and purchasing management for fitness studios, as well as Finion and PAYDUE, two brands focusing on factoring and debt collection management.

Sport Alliance already counts more than 5,000 sports and health facilities among its customers in the DACH region and Its product portfolio is currently available in countries including Italy, Spain, France, the UK and the USA.