Fitness software firm Transaction Services Group (TSG) is looking to expand its reach into the boutique sector following its acquisition of TrueCoach, a software company specialising in the personal trainer (PT) sector.

TrueCoach was launched in 2015 by co-founders Casey Jenks and Robert Jack to help PTs and fitness coaches build up their businesses and to deliver remote training sessions. Features and tools offered by the TrueCoach software includes workout builders, a video exercise library, real-time messaging and client management solutions.

TrueCoach now has a client base of more than 15,000 PTs worldwide, delivering 4 million workouts monthly.

TSG, an Advent portfolio company, specialises in revenue management solutions and focuses on the health and fitness sectors in Australasia, North America, the UK, Europe and Asia.

The TrueCoach deal is the latest takeover secured by the company, as it looks to grow its footprint in the fitness market. In 2019 TSG acquired active leisure software and services provider Legend Club Management Systems.

According to Floris de Kort, group CEO of TSG, the deal is the latest sign that the digital fitness market is growing rapidly – partly thanks to the ongoing COVID-19 pandemic.

“During these challenging times, our clients are looking for new ways more than ever to engage with their members and gym members are looking for new ways to maintain their exercise regimes," de Kort said.

"The TrueCoach solution is the perfect answer and we are actively offering TrueCoach to our gym owners in the UK, Australia, and New Zealand."

Following the deal, TrueCoach co-founder and CEO, Casey Jenks, will continue to run the day-to-day operations, while co-founder and CMO Robert Jack will take on a broader demand generation role across the portfolio.

Jenks said: “We’re excited to partner with TSG to bring their deep payments expertise as we work to roll out our payments solution and having the backing of Advent is a huge win for our customers so we can continue to invest in our platform and growth.

"Joining forces with the other companies in the portfolio enables us to focus on what we do best while growing to our full potential."