“Can a vertical SaaS company fully digitize and financially embed itself into the fitness industry — from gym management software to payments, debt collection, and member financing — across Europe and beyond?”
Founded in 2011 as a gym management software company, Sport Alliance evolved into a multi-brand ecosystem (Magicline, PerfectGym, MySports, Finion) targeting the entire fitness industry vertical from SMB gyms to enterprise chains. With PSG's €60M growth investment in 2021, the company accelerated international expansion and M&A, acquiring PerfectGym in 2024. The embedded finance angle is central: Finion Capital provides direct debits, chargebacks, and financial services to gyms, Finion FairPay handles debt collection, and Magicline Payments (built on Adyen for Platforms) delivers embedded payment processing, turning Sport Alliance into a vertical SaaS platform with a meaningful fintech layer.
Sport Alliance processes payments through Adyen for Platforms, Stripe, Worldpay, GoCardless and Adyen. Disclosed money-movement rails: SEPA.
Sport Alliance connects to bank accounts through GoCardless.
The Embedded Finance Index 2026 maps 4 layers in Sport Alliance's stack: Payments / PSP (Adyen for Platforms, Stripe, Worldpay, GoCardless and 1 other); Money movement (SEPA); Lending (Finion Capital — membership fee protection / chargeback protection for gyms and Finion MemberCash — member cash/credit product); Open banking (GoCardless).
Sport Alliance is founded in 2011 and headquartered in Hamburg, Germany.
Sport Alliance has raised €60M in total (latest round: Growth Equity, 2021).
Sport Alliance's acquisitions include PerfectGym (2024).
Get a read on where your own stack stands against Sport Alliance and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.