Sport Alliance GmbH provides cloud-based software and digital infrastructure for fitness operators across more than 10,000 sports facilities in 55 countries. Founded in 2011 and headquartered in Hamburg, the company operates as a suite of integrated brands - Magicline, PerfectGym, MySports, and Finion - that handle gym management, enterprise fitness solutions, member platforms, and financial services including payments and debt collection.
The company operates at scale within Europe's fitness sector. Fourteen of Europe's top 30 fitness chains rely on its software, and it maintains offices in Hamburg, Warsaw, Eisenstadt, Boston, and Melbourne. In 2021, PSG Equity invested €60 million in the business, supporting expansion beyond its initial German market focus.
Sport Alliance employs over 350 people across its multinational operation. The company's technical domains span SaaS-based membership management, booking systems, payments processing, and the broader digital infrastructure that fitness facilities require to operate efficiently.