- Companies
- Sport Alliance
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
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
Website
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
| Date | Stage | Investors | Raised | Deal Summary |
|---|---|---|---|---|
| Nov 2023 | Undisclosed stage | PSG Equity (lead) | $100M | Sport 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 2021 | Undisclosed stage | PSG Equity (lead) | $71M | Sport 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
| Investor | HQ | Rounds | Role | First check |
|---|---|---|---|---|
This data is available for Pro users. Sign up to see all 1 Sport Alliance investors. Start Free Trial | ||||
Benchmark 350K+ Funding Rounds and Disclosed VC Valuation Multiples
Sign up to see data on 350K+ funding rounds and disclosed revenue and EBITDA valuation multiples, from seed, through growth stage, to pre-IPO.
Start Free TrialAcquisitions 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
| 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 Country | ||
| HQ City | Warsaw | Mainz |
| Deal Date | 14 May 2024 | 1 Dec 2019 |
| Valuation | undisclosed | undisclosed |
| EV/Revenue | ||
| EV/EBITDA | ||
This data is available for Pro users. Sign up to see all Sport Alliance acquisitions and their M&A valuation multiples. Start Free Trial | ||
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.
| Company | HQ | Status | Revenue | EBITDA | Valuation | Revenue Multiple |
|---|---|---|---|---|---|---|
| Publicly listed | $12B | $2.5B | $43B | 3.5x | ||
| Publicly listed | $6.3B | $2.1B | $19B | 3.9x | ||
| Private | $570M | - | $17B | 29.5x | ||
| Private | - | - | $14B | - | ||
| Publicly listed | $1.8B | $393M | $5.4B | 3.0x | ||
| Private | $400M | - | $5B | 12.5x |
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 FY | EV/Revenue | EV/EBITDA | ||||||
|---|---|---|---|---|---|---|---|---|
| Revenue | EBITDA | Last FY | LTM | 2027E | Last FY | LTM | 2027E | |
| $94B | $19B | 2.4x | 2.3x | 12.3x | 10.3x | |||
| $12B | $2.5B | 4.0x | 3.5x | 18.5x | 12.9x | |||
| $25B | $1.8B | 1.7x | 1.6x | 23.5x | 16.7x | |||
| $4.5B | $1.5B | 6.8x | 6.7x | 20.3x | 20.1x | |||
| $6.3B | $2.1B | 4.2x | 3.9x | 12.4x | 10.0x | |||
| $57M | $22M | 81.8x | - | 209.6x | - | |||
| $1.2B | $39M | 9.1x | 9.2x | 267.1x | 402.4x | |||
| $3B | $872M | 4.4x | 4.0x | 15.1x | 14.4x | |||
This data is available for Pro users. Sign up to see all Sport Alliance competitors and their valuation data. Start Free Trial | ||||||||
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. |
See companies similar to Sport Alliance
Start Your
Free Trial Today
Try Multiples for free for 3 days. Got questions or need a demo? Schedule a call with us below.




