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Magicline GmbH

MySports app
How we can help you
For more than 30 years, Magicline has been driving the digitalisation of the fitness industry with innovative, state-of-the-art software solutions. This is acknowledged by being the most awarded software in the fitness industry. The highly integrated management software perfectly matches all individual needs by building efficient and sustainable structures.

Our experience and the continuous development of our software positioned us as the leader in software development throughout Germany. More than 4,200 studios – including some of the biggest fitness chains and franchise systems as well as small independent studios – put their trust in our solutions.

Magicline is part of Sport Alliance GmbH.

Key products and ervices
Sport Alliance GmbH specialises in innovative solutions around gym management, financial services and a centralised supply chain management solution for gyms, franchises and chains. The group of companies counts over 4,200 clients, including McFIT (RSG Group), clever fit and Bodystreet.

With Magicline, Sport Alliance offers Europe’s leading cloud-based management software for the fitness industry and supports gym operators with optimising and digitialising their facilities.

Alongside Magicline, the company’s portfolio also includes the fitness website and training app MySports; which specialises in the purchase of goods for fitness studios, as well as Eurofit24 and Pay Due, two brands focusing on factoring and receivables management in the fitness industry.

case study: McFIT Click and Train
At Magicline, we keep close contact to our clients to develop features that they really need. This is very important to us. In times of the COVID-19 pandemic, this approach has been invaluable.

A very recent and essential case was our development of the “Click-and-Train” feature. We knew that we needed to enable gyms to offer at least outdoor training, while meeting all COVID-19 regulations. In this case we collaborated with McFIT, which set up an outdoor training area for their members.

In order to meet the regulations, they needed to be able to control the amount of people in their facility and the time they spend training. The “Click-and-Train” feature meets exactly these needs.

Gym owners now can define how many people can train in their studio and for how long. Members can book free time slots online or via app and are only granted access to the outdoor gym with a valid booking. They can check in completely contact free with a QR code using their app.

This not only helps gyms to keep control of the number of members in their studio, but also simplifies the tracking in case of a member being tested positive for COVID-19. This feature was developed within days. We wanted to create a solution as fast as possible to enable at least outdoor gym training during the pandemic.
Plans for the next 12 months
Magicline will actively drive the internationalisation process forward on a global scale. "As a successful software provider on the European market, we would now like to help gym operators worldwide with the digitalization of their fitness and sports facilities," says Sport Alliance CEO Daniel Hanelt. The continuing development of the software according to the specific needs of our customers will remain a focus as well. To provide the best customer interface and most innovative user experience is of high importance within this process.
Key personnel
Daniel Hanelt, CEO Sport Alliance GmbH
Konstantin Wolkowa, Head of Magicline
Maike Kumstel, International Business Development Magicline
Key customers
RSG Group (McFIT, Gold’s Gym, JOHN REED, High5); clever fit; Bodystreet; easyfitness
"We relied on Magicline for the biggest IT transformation McFIT has ever done. Why? Because it simply fits – on a personal, professional and technological level. We re-evaluated the importance of software to our company's success and found the perfect partner who sees the world the way we do."
– Vito Scavo, Chief Operating Officer, RSG Group GmbH
Magicline GmbH: news from and
Magicline gym management software – the system used by RSG Group – has been launched globally in English by owner, The Sport Alliance Group.
Magicline GmbH
Tel: +49 (0) 40 - 42 93 24 - 0
Address: Raboisen 6 , Hamburg , 20095, Germany
Maike Kumstel, International Business Development

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