Sport Alliance Funding, Investors & Competitors

Sport Alliance has raised $171M across 2 funding rounds, most recently a $100M undisclosed-stage round in November 2023.

Last Sport Alliance funding round

$100M

Undisclosed stage · Nov 2023

Cumulative funding Sport Alliance raised

$171M

across 2 funding rounds

Key investors in Sport Alliance

  • PSG Equity

Sport Alliance Overview

About Sport Alliance

Sport Alliance is a Hamburg-headquartered software provider for gyms and fitness centers, leading the market in Germany and Austria. Its cloud platform manages memberships, bookings, payments, and operations for chains and independents. Offices span Hamburg, Mainz, Vienna, and Krakow, with added fintech, e-commerce, and lead generation services.


Founded

2011

HQ

GermanyHamburg

Status

Privately held

Customer focus

B2B

Revenue model

Subscription

Sport Alliance Funding History

Sport Alliance has raised a total of $171M across 2 funding rounds.

Sport Alliance's first fundraising round was a $71M undisclosed-stage round in August 2021. The most recent completed round was a $100M undisclosed-stage round in November 2023.

Sport Alliance funding rounds

Sport Alliance funding rounds
DateStageInvestorsRaisedDeal Summary
Nov 2023Undisclosed stagePSG Equity (lead)$100MSport Alliance is a Hamburg-based software company providing cloud-based solutions and services to gyms and fitness facilities. The company's flagship products include Magicline, an all-in-one gym management platform, and Finion FairPay, a debt collection service. As of the November 2023 funding announcement, Sport Alliance served over 8,000 sports and health facilities with more than 5.2 million gym members using its app solutions. On November 27, 2023, PSG Equity committed an additional $100 million in growth capital to Sport Alliance, building on PSG's initial $65 million investment made in August 2021. This second growth equity round brought total disclosed funding to $165 million. The additional capital was intended to accelerate Sport Alliance's international expansion, product development, and M&A strategy across Europe and beyond. Since PSG's initial August 2021 investment, Sport Alliance has demonstrated strong growth through both organic expansion and strategic acquisitions. The company has completed five acquisitions supported by PSG, in addition to three completed prior to PSG's involvement. The team expanded to 350 employees across the group by the time of the second funding round. Sport Alliance had doubled revenues between the two PSG investments through a combination of organic growth and add-on acquisitions. PSG views its investment in Sport Alliance as a long-term partnership focused on capitalizing on the ongoing digitization of the European fitness industry and broader economy. Management remained focused on delivering its business plan with access to both debt and equity financing for acquisition opportunities. Exit options were not under active consideration at the time of the funding announcement, with PSG and management committed to continuing international growth initiatives.
Aug 2021Undisclosed stagePSG Equity (lead)$71MSport Alliance is a Hamburg-based provider of cloud-based software solutions and services for gyms and fitness studios, including flagship brands like Magicline (all-in-one gym software) and Finion FairPay (debt collection service). The company secured a strategic growth investment led by PSG Equity, announced around August 19, 2021, with the amount reported variably as $65 million or €60 million across sources. GP Bullhound acted as exclusive financial advisor to Sport Alliance and its shareholders on the transaction. The funding was intended to accelerate product development, expand go-to-market teams, support international expansion beyond the DACH region, and enable M&A activity to scale its gym management platform. PSG, a growth equity firm focused on software and technology-enabled services, partnered with Sport Alliance to drive its global positioning as a technology leader in the fitness industry amid digitization trends accelerated by the pandemic. Subsequent developments include a follow-on $100 million investment from PSG in November 2023, bringing total funding to approximately $170 million, with Sport Alliance doubling revenues post-2021 through organic growth and five add-on acquisitions, expanding to 350 employees.

Who has invested in Sport Alliance?

1 investor has backed Sport Alliance across its funding rounds, including PSG Equity.

Lead investors include PSG Equity.


Sport Alliance Investors

Investors in Sport Alliance by funding rounds participated
InvestorHQRoundsRoleFirst check

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Acquisitions by Sport Alliance

Sport Alliance has acquired 2 companies to date.

Last acquisition by Sport Alliance was on May 14th 2024. Sport Alliance acquired Perfect Gym Solutions for undisclosed valuation.


Latest Acquisitions by Sport Alliance

Perfect Gym Solutions
Pay Due
Description
Perfect Gym Solutions is a club management software provider for fitness centers worldwide. Its features include access control systems, client activity reports, CRM databases, newsletter and SMS modules, invoice generation, and trainer calendars. PerfectGym supports operations in parks, recreation, and wellness facilities across multiple countries.
Pay Due is a Germany-based debt collection agency using data analytics for receivables management. Headquartered in Berlin, the firm handles invoice payments for B2B clients in Europe, offering automated reminders, legal recovery, and analytics dashboards since 2016.
HQ CountryPolandGermany
HQ City
Warsaw
Mainz
Deal Date14 May 20241 Dec 2019
Valuationundisclosedundisclosed
EV/Revenue
EV/EBITDA

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Sport Alliance Competitors

Sport Alliance competitors include listed companies like Constellation Software, SS&C Technologies and Topicus, and private ones like Rippling, The Deployment Company and Clio.

Public and private companies comparable to Sport Alliance
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
Constellation SoftwareCanadaCanadaPublicly listed$12B$2.5B$43B3.5x
SS&C TechnologiesUnited StatesUnited StatesPublicly listed$6.3B$2.1B$19B3.9x
RipplingUnited StatesSan Francisco, CAPrivate$570M-$17B29.5x
The Deployment CompanyUnited StatesSan Francisco, CAPrivate--$14B-
TopicusNetherlandsNetherlandsPublicly listed$1.8B$393M$5.4B3.0x
ClioCanadaVancouverPrivate$400M-$5B12.5x

Sport Alliance Public Comps

Sport Alliance is still privately-owned, but its public comps include Disney, Constellation Software, Live Nation, Oriental Land, SS&C Technologies, Villar Land Holdings, MSG Sports, Life Time Group Holdings, Toho and Light & Wonder.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
Disney$94B$19B2.4x2.3x12.3x10.3x
Constellation Software$12B$2.5B4.0x3.5x18.5x12.9x
Live Nation$25B$1.8B1.7x1.6x23.5x16.7x
Oriental Land$4.5B$1.5B6.8x6.7x20.3x20.1x
SS&C Technologies$6.3B$2.1B4.2x3.9x12.4x10.0x
Villar Land Holdings$57M$22M81.8x-209.6x-
MSG Sports$1.2B$39M9.1x9.2x267.1x402.4x
Life Time Group Holdings$3B$872M4.4x4.0x15.1x14.4x

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Common questions about Sport Alliance

When was Sport Alliance founded?Sport Alliance was founded in 2011.
Where is Sport Alliance headquartered?Sport Alliance is headquartered in Hamburg, Germany.
Is Sport Alliance publicly listed?No, Sport Alliance is a private, VC-backed company.
How much funding has Sport Alliance raised?Sport Alliance has raised $171M across 2 funding rounds.
What was Sport Alliance's last funding round?Sport Alliance's last funding round was a $100M undisclosed-stage round in November 2023, led by PSG Equity.
Who are Sport Alliance's investors?Sport Alliance's investors include PSG Equity.
Which companies are comparable to Sport Alliance?Companies comparable to Sport Alliance include Constellation Software, SS&C Technologies, Rippling, The Deployment Company, Topicus and Clio.
How many companies has Sport Alliance acquired?Sport Alliance has acquired 2 companies, including Perfect Gym Solutions and Pay Due.

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