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GP Bullhound advised Sport Alliance on a EUR 60m investment by PSG

Redefining the fitness industry.

Berlin, 23 August 2021 - GP Bullhound acted as exclusive financial advisor to Sport Alliance, Germany’s leading provider of innovative software solutions and services to gyms and fitness suites, on its €60m growth investment by Providence Strategic Growth (PSG).

Based in Hamburg, Germany, Sport Alliance delivers a wide range of innovative software solutions and services to fitness chains and franchises of all sizes to boost efficiency and accelerate the digitalisation of the fitness industry. Sport Alliance already provides services to more than 5,000 sports and health facilities in the DACH region and in Italy, Spain, France, the UK and the USA.

The additional funding will accelerate the company’s growth through expanding product development, strengthening its sales organisation, further international expansion, and M&A activity.

“The fitness industry is undergoing more changes than ever before, as a result of the pandemic. We already have a market-leading position in the DACH region and we now want to take the next step and position ourselves globally as a technology driver for the industry,” said Daniel Hanelt, CEO of Sport Alliance.

Julian Riedlbauer, Partner at GP Bullhound, commented: “Sport Alliance is ready for accelerated growth and will benefit from the overall trend to digitisation. We are delighted to have advised Sport Alliance and its shareholders on this substantial growth equity financing round.”

This transaction is further testament to GP Bullhound’s track record in Growth Equity and Software, following recent completed deals including the investment in ottonova by Earlybird, in Lingoda by Summit Partners, and the acquisition of Cleanshelf by LeanIX.


For enquiries, please contact:

Julian Riedlbauer, Partner,
Marty Flaherty, Director,
Carsten Wagener, Senior Vice President,

About GP Bullhound
GP Bullhound is a leading technology advisory and investment firm, providing transaction advice and capital to the world’s best entrepreneurs and founders. Founded in 1999 in London and Menlo Park, the firm today has 10 offices spanning Europe, the US and Asia. For more information, please visit

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