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Silver company profile

Magicline GmbH

Contact  |  Updates
Magicline gym management software and MySports app
What we can do for you
Magicline is Europe’s leading and most awarded cloud-based management software in the fitness industry. We support gym operators and chains with optimizing and digitializing their facilities via one centralized interface. Our highly integrated software matches all individual needs by building efficient and sustainable structures throughout the entire member journey including lead generation, member management, loyalty programs and payment processing. We are looking forward to learning more about your concept and help you build an innovative digital infrastructure that increases your growth, member retention and revenue.

Background
Magicline was founded in 1988 and is part of the Sport Alliance group since 2013. Sport Alliance GmbH’s brand portfolio specializes in innovative solutions around gym management, financial services and a centralized supply chain management solution for gyms, franchises and chains. Because of Magicline’s extensive experience and the continuous development of the software more than 4,500 studios including some of the biggest fitness chains and franchise systems such as McFIT (RSG Group), clever fit and Bodystreet put their trust in the solution already. Magicline started to expand globally in August 2020 and received a 60 million Euro funding in 2021 from private equity firm PSG to accelerate international growth.

USPs
For over 30 years, Magicline has been driving the digitalization of the fitness industry with innovative, state-of-the-art software solutions that increase member satisfaction and retention. With Magicline, fitness chains and franchises with multiple facilities can be managed easily from anywhere in real time from one central interface. The software is highly configurable and provides many features including a free member app that create a unique member experience from lead generation to online membership signings that result in increased member loyalty. Magicline never stops developing new features in conjunction with the needs of its customers in order to revolutionize the fitness industry.

Magicline GmbH video gallery:
Plans for the next 12 months
Magicline will actively drive the internationalization 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
Testimonial
"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
updates
13 May 2022
Magicline celebrates UK market entry at Elevate
With a focus on globalisation, Magicline has officially launched its software in the UK. As Europe’s leading gym management software company, the company strives to provide the best tools for gym owners to be successful, win new members and elevate their businesses.

Personal interaction with the fitness industry has been fundamental to Magicline’s success and has always been at the core of its work.

This is why the company is exhibiting at industry event Elevate at Excel in London, on 15-16 June 2022. Team members Maike Kumstel, Max van der Bijl and Mike ter Hofstede will be in attendance and located at stand H65.

Industry of change

The fitness industry has changed a lot over the past few years and the pandemic has even accelerated the speed of development and innovation. However, new concepts for gyms and members still need to be created and with this new challenges arise:

“A lot of work towards developing new approaches has already been done, but there’s still a lot in the pipeline and the need for new solutions is big,” says Kumstel, international business developer at Magicline and responsible for the English speaking market.

“Meeting our customers and industry partners in person, talking about their struggles and achievements and looking for the best solution that helps them to be as successful as possible, is the best part of events like this.

“As a service provider, we can only develop the best software on the market if we stay in touch with the industry and learn about the everyday problems it faces.”

Coffee and big product news

So, visit Magicline at Stand H65 – learn about lots of new features and get a glimpse of what’s up next on our product road map.

Get to know our innovative Open SPACE concept and how Magicline opens up to all industry players, providing you with even more opportunities to elevate your business.

If you’re interested to meet Magicline, simply book a meeting at this link or stop by.

No tickets yet? Get them for free via Magicline’s special offer. Register here and receive your free ticket to the event.
08 Apr 2022
Fitness industry continued to suffer from pandemic’s consequences in 2021
A comparison of numbers for the German market gives an insight into the fitness industry’s challenges over the last two years.

In Germany, one of the most important fitness markets in Europe, there were around 20 per cent fewer studio visits in 2021 compared to 2020 – despite huge vaccination campaigns.

In addition, 7 per cent fewer new memberships were signed than in the previous year. On the other hand, 13 per cent fewer cancellations were received.

These are findings of a study by Sport Alliance, which has analysed data from over 2,000 sports facilities in Germany since 2019 with the help of Magicline – Europe's leading management software for fitness studios.

Despite better overall circumstances in 2021, in particular due to the wide range of vaccinations, the fitness industry did not fare much better than a year earlier.

One indicator of this is the number of studio check-ins. In 2021, 57 per cent fewer people checked in to gyms nationwide than before the pandemic in 2019. By comparison, there were 38 per cent fewer in 2020.

The main reasons for the lack of customers include the very long lockdown in Germany until May 2021, the strict access regulations tied to the vaccination status and the fear of further infections.

The number of new memberships in Germany declined in 2021. Plus, according to the analysis, studios gained 7 per cent fewer new members than in the previous year.

As for the cancellations, during the lockdown in the first five months of the year, many memberships lay idle so that they could not be cancelled.

This explains the high increase of cancellations in the following month of June 2021, where 34 per cent more cancellations were received than at the same time in 2019.

"Our study shows the massive impact COVID had on the fitness industry in Germany,” says Maike Kumstel, international business development manager at Sport Alliance.

“But, as most studios and gyms worldwide also felt the strong effects of several lockdowns and the measures widely imposed on the industry, our results can probably be applied to most markets worldwide."

Representatives from Magicline will be attending this year’s Elevate exhibition on 15-16 June 15-16 in London and will be happy to welcome you at stand H65.
14 Mar 2022
Magicline combines global expansion with diversity awareness campaign
German software giant Magicline is shaking up the global fitness market and actively working on diversity in the sector.

Magicline has been growing rapidly in the past five years and expanded across Europe. Part of the Sport Alliance Group, the brand has been driving the digitalisation of the fitness industry for over 30 years with innovative, state-of-the-art software solutions that increase member satisfaction and retention.

Social responsibility and driving inclusivity

Diversity and inclusion are values that the Sport Alliance wants to focus on and drive not only internally, but also globally in the sector.

Now, Magicline wants to make use of its strong market position and set an example in terms of social responsibility and actively championing these values.

As there is no reliable data and information on the status of gender equity and inclusion, Sport Alliance is conducting a survey on diversity and inclusion.

To do so, Sport Alliance has partnered with the Women in Fitness Association as a first step.

"Gender equality and an open approach to the issue is now more relevant than ever in modern society,” says Artur Jagiello, head of marketing and communications at Sport Alliance.

“With our survey, we want to shed more light and raise awareness of this issue."

The first survey results will be presented at FIBO/ the European Health and Fitness Forum on 6 April. A white paper delving into the findings will also be published in the following months.

Magicline’s global growth and global industry impact

Magicline’s goal as a software company is to both be globally recognised as THE software partner for fitness enterprises and also as a driver of change in the industry.

Magicline already serves more than 4,500 fitness chains, franchise systems and independent clubs with its highly configurable software that creates a unique member experience from lead generation to online membership signings that result in increased member loyalty.
Magicline GmbH: news from HCMmag.com and FitTechGlobal.com
In celebration of International Women’s Day, WIFA launches the most significant global advocacy campaign for women in fitness worldwide- #womenhelpingwomenww
The Hamburg-based software company Sport Alliance has acquired easySolution GmbH.With the "Magicline" team and the "easy software" team, the Sport Alliance Group is bundling..
Magicline gym management software – the system used by RSG Group – has been launched globally in English by owner, The Sport Alliance Group.
Magicline GmbH: featured in HCM and Fit Tech magazines
The pandemic brought business as we knew it to a standstill. But not for long. Software companies were quick to provide solutions to help clubs adapt and now these are here to stay. Suppliers tell HCM how the pandemic is changing the industry for the better
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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Diary dates

Silver company profile

Magicline GmbH

Contact  |  Updates
Magicline gym management software and MySports app
What we can do for you
Magicline is Europe’s leading and most awarded cloud-based management software in the fitness industry. We support gym operators and chains with optimizing and digitializing their facilities via one centralized interface. Our highly integrated software matches all individual needs by building efficient and sustainable structures throughout the entire member journey including lead generation, member management, loyalty programs and payment processing. We are looking forward to learning more about your concept and help you build an innovative digital infrastructure that increases your growth, member retention and revenue.

Background
Magicline was founded in 1988 and is part of the Sport Alliance group since 2013. Sport Alliance GmbH’s brand portfolio specializes in innovative solutions around gym management, financial services and a centralized supply chain management solution for gyms, franchises and chains. Because of Magicline’s extensive experience and the continuous development of the software more than 4,500 studios including some of the biggest fitness chains and franchise systems such as McFIT (RSG Group), clever fit and Bodystreet put their trust in the solution already. Magicline started to expand globally in August 2020 and received a 60 million Euro funding in 2021 from private equity firm PSG to accelerate international growth.

USPs
For over 30 years, Magicline has been driving the digitalization of the fitness industry with innovative, state-of-the-art software solutions that increase member satisfaction and retention. With Magicline, fitness chains and franchises with multiple facilities can be managed easily from anywhere in real time from one central interface. The software is highly configurable and provides many features including a free member app that create a unique member experience from lead generation to online membership signings that result in increased member loyalty. Magicline never stops developing new features in conjunction with the needs of its customers in order to revolutionize the fitness industry.

Magicline GmbH video gallery:
Plans for the next 12 months
Magicline will actively drive the internationalization 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
Testimonial
"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
updates
13 May 2022
Magicline celebrates UK market entry at Elevate
With a focus on globalisation, Magicline has officially launched its software in the UK. As Europe’s leading gym management software company, the company strives to provide the best tools for gym owners to be successful, win new members and elevate their businesses.

Personal interaction with the fitness industry has been fundamental to Magicline’s success and has always been at the core of its work.

This is why the company is exhibiting at industry event Elevate at Excel in London, on 15-16 June 2022. Team members Maike Kumstel, Max van der Bijl and Mike ter Hofstede will be in attendance and located at stand H65.

Industry of change

The fitness industry has changed a lot over the past few years and the pandemic has even accelerated the speed of development and innovation. However, new concepts for gyms and members still need to be created and with this new challenges arise:

“A lot of work towards developing new approaches has already been done, but there’s still a lot in the pipeline and the need for new solutions is big,” says Kumstel, international business developer at Magicline and responsible for the English speaking market.

“Meeting our customers and industry partners in person, talking about their struggles and achievements and looking for the best solution that helps them to be as successful as possible, is the best part of events like this.

“As a service provider, we can only develop the best software on the market if we stay in touch with the industry and learn about the everyday problems it faces.”

Coffee and big product news

So, visit Magicline at Stand H65 – learn about lots of new features and get a glimpse of what’s up next on our product road map.

Get to know our innovative Open SPACE concept and how Magicline opens up to all industry players, providing you with even more opportunities to elevate your business.

If you’re interested to meet Magicline, simply book a meeting at this link or stop by.

No tickets yet? Get them for free via Magicline’s special offer. Register here and receive your free ticket to the event.
08 Apr 2022
Fitness industry continued to suffer from pandemic’s consequences in 2021
A comparison of numbers for the German market gives an insight into the fitness industry’s challenges over the last two years.

In Germany, one of the most important fitness markets in Europe, there were around 20 per cent fewer studio visits in 2021 compared to 2020 – despite huge vaccination campaigns.

In addition, 7 per cent fewer new memberships were signed than in the previous year. On the other hand, 13 per cent fewer cancellations were received.

These are findings of a study by Sport Alliance, which has analysed data from over 2,000 sports facilities in Germany since 2019 with the help of Magicline – Europe's leading management software for fitness studios.

Despite better overall circumstances in 2021, in particular due to the wide range of vaccinations, the fitness industry did not fare much better than a year earlier.

One indicator of this is the number of studio check-ins. In 2021, 57 per cent fewer people checked in to gyms nationwide than before the pandemic in 2019. By comparison, there were 38 per cent fewer in 2020.

The main reasons for the lack of customers include the very long lockdown in Germany until May 2021, the strict access regulations tied to the vaccination status and the fear of further infections.

The number of new memberships in Germany declined in 2021. Plus, according to the analysis, studios gained 7 per cent fewer new members than in the previous year.

As for the cancellations, during the lockdown in the first five months of the year, many memberships lay idle so that they could not be cancelled.

This explains the high increase of cancellations in the following month of June 2021, where 34 per cent more cancellations were received than at the same time in 2019.

"Our study shows the massive impact COVID had on the fitness industry in Germany,” says Maike Kumstel, international business development manager at Sport Alliance.

“But, as most studios and gyms worldwide also felt the strong effects of several lockdowns and the measures widely imposed on the industry, our results can probably be applied to most markets worldwide."

Representatives from Magicline will be attending this year’s Elevate exhibition on 15-16 June 15-16 in London and will be happy to welcome you at stand H65.
14 Mar 2022
Magicline combines global expansion with diversity awareness campaign
German software giant Magicline is shaking up the global fitness market and actively working on diversity in the sector.

Magicline has been growing rapidly in the past five years and expanded across Europe. Part of the Sport Alliance Group, the brand has been driving the digitalisation of the fitness industry for over 30 years with innovative, state-of-the-art software solutions that increase member satisfaction and retention.

Social responsibility and driving inclusivity

Diversity and inclusion are values that the Sport Alliance wants to focus on and drive not only internally, but also globally in the sector.

Now, Magicline wants to make use of its strong market position and set an example in terms of social responsibility and actively championing these values.

As there is no reliable data and information on the status of gender equity and inclusion, Sport Alliance is conducting a survey on diversity and inclusion.

To do so, Sport Alliance has partnered with the Women in Fitness Association as a first step.

"Gender equality and an open approach to the issue is now more relevant than ever in modern society,” says Artur Jagiello, head of marketing and communications at Sport Alliance.

“With our survey, we want to shed more light and raise awareness of this issue."

The first survey results will be presented at FIBO/ the European Health and Fitness Forum on 6 April. A white paper delving into the findings will also be published in the following months.

Magicline’s global growth and global industry impact

Magicline’s goal as a software company is to both be globally recognised as THE software partner for fitness enterprises and also as a driver of change in the industry.

Magicline already serves more than 4,500 fitness chains, franchise systems and independent clubs with its highly configurable software that creates a unique member experience from lead generation to online membership signings that result in increased member loyalty.
Magicline GmbH: news from HCMmag.com and FitTechGlobal.com
In celebration of International Women’s Day, WIFA launches the most significant global advocacy campaign for women in fitness worldwide- #womenhelpingwomenww
The Hamburg-based software company Sport Alliance has acquired easySolution GmbH.With the "Magicline" team and the "easy software" team, the Sport Alliance Group is bundling..
Magicline gym management software – the system used by RSG Group – has been launched globally in English by owner, The Sport Alliance Group.
Magicline GmbH: featured in HCM and Fit Tech magazines
The pandemic brought business as we knew it to a standstill. But not for long. Software companies were quick to provide solutions to help clubs adapt and now these are here to stay. Suppliers tell HCM how the pandemic is changing the industry for the better
Magicline GmbH
Tel: +49 (0) 40 - 42 93 24 - 0
Address: Raboisen 6, Hamburg, 20095 , Germany
Maike Kumstel, International Business Development
Featured supplier news
Featured supplier news: Parkwood Leisure celebrates milestone of teaching 100,000 children to swim
Parkwood Leisure, one of the UK’s leading leisure operators, has reached the milestone of teaching 100,000 children to swim through its Learn To Swim Programme.
Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Catalogue Gallery
Click on a catalogue to view it online
Directory
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
On demand
Fitness On Demand: On demand
Salt therapy products
Himalayan Source: Salt therapy products
Architects/designers
Zynk Design Consultants: Architects/designers
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Skincare
Sothys: Skincare
Management software
Premier Software Solutions: Management software
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
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