Sport Alliance Appoints Erwin Korst to Drive Growth Following New Investment

Sport Alliance has named Erwin Korst vice president of sales international. The appointment comes as the company announces US $100 million of new funding from PSG Equity to drive growth. The investment follows PSG’s initial investment of US $65 million in August 2021, since which time Sport Alliance has more than doubled revenues through organic growth and four acquisitions.

Sport Alliance’s core product is Magicline management software. Customers include the RSG Group (McFit, John Reed, Gold’s Gym), Clever Fit and Bodystreet. Magicline is currently used in 8,000 facilities, while 5.2 million gym members use the app solutions.

Erwin Kost and his team will be responsible for developing the enterprise business with a focus on English-speaking countries and customers.Korst told Club Industry: “I am proud and excited about Sport Alliance’s continuing growth journey and I look forward to working with this team.”

CEO Daniel Hanelt, said: “PSG’s investment encourages us to continue our success story in an international context. I’m looking forward to the exciting future that lies ahead of us.”

“Since partnering with Sport Alliance just over two years ago, we’ve seen an incredible trajectory of success as the firm continues to expand its offering and support the digitisation of facilities across Europe,” said Edward Hughes, MD at PSG. “We’re delighted to be deepening our commitment.”