Alexandar Vassilev Appointed as New CEO of Sport Alliance

Isabel Rückert

Isabel Rückert Head of CVM

press@sportalliance.com

Sport Alliance GmbH is pleased to announce the appointment of Alexandar Vassilev as its new Chief Executive Officer, succeeding Gregor Bieler, who is stepping down for personal reasons.

Vassilev brings a wealth of global leadership experience, having served as CEO of WeTransfer, where he spearheaded platform expansion and rapid international growth. His background also includes executive roles at Joyn and Google across Europe and the US, giving him deep expertise in digital platforms, product innovation, and technology-driven transformations.

“I’m thrilled to join Sport Alliance at such a pivotal moment for both the business and the fitness industry,” says Alexandar Vassilev. “With my passion for digital innovation and strong commitment to the success of our customers, I look forward to building on Sport Alliance’s strong foundation and driving further growth and international expansion.”

About Sport Alliance

Headquartered in Hamburg, Sport Alliance is one of the leading software companies in the fitness industry, specializing in providing software solutions for efficient studio management, financial services, and mobile applications. The company serves over 10,000 gyms, including 14 out of Europe’s top 30 chains and 130 international chains in 55 countries – like FitX, Fitness First (LifeFit Group), McFIT (RSG Group), clever fit, and Bodystreet.

The product portfolio contains Magicline, one of Europe’s leading membership management ERP solutions for the fitness market, assisting fitness studio operators in optimizing and digitizing their facilities. Complementing Magicline is PerfectGym with its gym software focusing on international chains and franchises. Part of the company is also MySports, the member platform tailored to enhance the gym experience for members. Additionally, Sport Alliance’s portfolio includes Finion, a financial services provider dedicated to supporting studios in efficiently managing membership fees, from billing to debt collection.

More information about the company is available on our website.