Sport Alliance appoints Alexandar Vassilev as new Chief Executive

March 31, 2025

Sport Alliance, the Germany-based provider of innovative software solutions and services to gyms and fitness suites, has appointed Alexandar Vassilev as its new Chief Executive, succeeding Gregor Bieler, who is stepping down for personal reasons.

Vassilev brings a wealth of global leadership experience, having served as Chief Executive 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.

Vassilev enthused “I’m thrilled to join Sport Alliance at such a pivotal moment for both the business and the fitness industry. 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.”

Sport Alliance acquired Perfect Gym Solutions - the international software provider to fitness and leisure businesses – in May 2024. With the acquisition of PerfectGym, Sport Alliance strengthened its team and international capabilities to further enhance its ability to bring digital innovation to fitness and leisure facilities globally.

Together, the new entity represents the premier software provider for top fitness chains including servicing 14 out of Europe’s top 30 chains. It is also the market leader among leisure centres in Australia and services customers in over 130 international chains in 55 countries notably FitX, Fitness First (LifeFit Group), McFIT (RSG Group), clever fit, GoodLife Fitness, GymNation, Revo Fitness, SportCity, 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 optimising and digitising their facilities.

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 Financial Solutions, 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 at www.sportalliance.com/

Click here to contact Perfect Gym Solutions Pty Ltd (Australia and New Zealand) via their entry in the Australasian Leisure Management Supplier Directory.

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