---
title: "Sport Alliance Adds Key Exec, Eyes English-Speaking Regions"
url: https://burnaze.com/article/f8ad1636-6ccd-4693-b223-8837b1d75f12
source: "Athletech News"
original_url: https://athletechnews.com/sport-alliance-adds-key-exec-eyes-english-speaking-regions/
author: "Courtney Rehfeldt"
category: "Fitness"
industry: "Fitness"
published: 2023-12-04T20:34:37.000Z
modified: 2026-10-31T17:58:08.304Z
image: https://athletechnews.com/wp-content/uploads/2023/12/Erwin.webp
---

# Sport Alliance Adds Key Exec, Eyes English-Speaking Regions

**TL;DR:** Sport Alliance, a German fitness tech solutions provider, has named Erwin Korst as its vice president of international sales and received $100 million in new funding from PSG Equity to support its global growth mission. The company plans to expand to English-speaking regions, building on its existing presence in Europe.

*By Courtney Rehfeldt, originally published in Athletech News on 2023-12-04. [Read the original](https://athletechnews.com/sport-alliance-adds-key-exec-eyes-english-speaking-regions/).*

## Story

Sport Alliance, a German fitness tech solutions provider, has named Erwin Korst as its vice president of international sales as it continues its strategic global growth mission, including expanding to English-speaking regions. The executive appointment follows $100 million in new funding, which Sport Alliance received from PSG Equity.

It’s PSG Equity’s second investment in Sport Alliance, following an initial $65 million investment in August 2021. Since then, the fit tech company says it has more than doubled its revenue via “organic growth and four add-on acquisitions,” it has said.

While Sport Alliance currently serves fitness chains, franchise systems and independent fitness brands predominantly in Europe, the latest funding will bring advanced cloud-based and digital software solutions.

Korst and his team will oversee business growth with an emphasis on English-speaking regions and consumers. He took to LinkedIn to share his excitement, writing that he’s landed his dream job at the Hamburg, Germany-based fit tech company.

The new VP of international sales has 30 years of experience in the health and fitness industry and referenced the $100 million funding in a post, writing that the investment solidifies Sport Alliance’s position as a market leader and “paves the way for unparalleled opportunities” on an international scale.

## Entities

- Fitness (sector)
- Athletech News (publication)
- international expansion (topic)
- private equity (topic)
- Courtney Rehfeldt (person)
- executive appointment (topic)
- fitness tech (topic)
- Sport Alliance (company)
- Erwin Korst (person)
- PSG Equity (investor)
- English-speaking regions (location)

---
Originally reported by Courtney Rehfeldt, Athletech News (https://athletechnews.com/sport-alliance-adds-key-exec-eyes-english-speaking-regions/). Summarized by Burnaze (https://burnaze.com/article/f8ad1636-6ccd-4693-b223-8837b1d75f12).