Milanosport

Name

Milanosport

Legal name

Milanosport SSD S.p.A.

Website

https://milanosport.it

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Municipal Sports & Recreation Facilities

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

akta.pro secondary industries

Tennis & Racquet Sports Facilities (MPAKAEAE), Training & Practice Facilities (Team Performance Centers) (MPAKAEAI), Arenas & Indoor Sports Centers (MPAKAEAB)

Keywords

• Municipal sports facilities
• Swimming courses
• Fitness center memberships
• Sports facility rentals
• Summer sports camps

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices24 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Infrastructure, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Course Fees: Milanosport generates revenue primarily through structured sports courses including swimming, fitness, boxing, tennis, padel, and water activities. Courses are offered on annual, pentamester (5-month), quarterly, and monthly subscription basis with varying prices by age group and sport type.
2. Pay-per-use Swimming and Facilities: Open swim sessions and casual facility access sold as individual tickets or carnets (bundles of entries) for customers who prefer non-subscription access to pools and sports facilities.
3. Membership Cards and Fitness Passes: Sale of Milanosport cards and fitness passes that provide access to gym facilities and services, including season-based subscriptions for regular users.
4. Corporate and Institutional Agreements: Revenue from corporate wellness partnerships and government employee benefit programs, offering discounted rates to member employees of partner organizations including ENEGRA, Sodexo, University of Milano-Bicocca, and state security forces.
5. Facility Rentals: Rental of sports facilities including tennis courts, padel courts, football pitches, and event spaces. Tennis and padel court bookings facilitated through Playtomic platform.
6. Summer Campus Programs: Revenue from multi-day sports camps for children and teenagers during summer months, offered at various price points depending on camp type (Multisport, Smart Camp, Play Camp, Swim Camp, Volley Camp) and duration.
7. Gift Cards: Sale of Milanosport gift cards valid for 7 open swim entries across all facilities, providing a gifting revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Milanosport operates a network of over 20 municipal sports facilities across Milan offering structured sports courses (swimming, tennis, padel, boxing, fitness, water polo, diving), pay-per-use open swim sessions, summer sports camps for children, facility rentals, and corporate wellness programs. The organization provides access to swimming pools, gyms, tennis/padel courts, football fields, and a historic velodrome under a centralized membership and booking system.

Product overview

Milanosport is a municipal sports facility network operated by the City of Milan (Comune di Milano), offering a comprehensive portfolio of sports and wellness services across approximately 22 facilities throughout the city. The offering consists of swimming pools (indoor and outdoor), fitness gyms, tennis and padel centers, a historic velodrome, and sports fields. Core products include structured sports courses for all ages from neonates (4 months) through seniors, ranging from swimming and water polo to boxing, tennis, padel, and fitness classes. The network operates a summer campus program for children, offers facility rentals and open swim sessions, and provides corporate wellness partnerships. Facilities are distributed across Milan's neighborhoods, with flagship venues including the historic Cozzi pool (opened 1934) and Maspes-Vigorelli velodrome (opened 1935).

Differentiator

Problem solved

Functional benefit

Products and services

• Swimming Courses (Nuoto) Structured swimming instruction for all ages and skill levels, from baby swimming (3-5 years) through adult courses and senior programs, available on annual, pentamester, and quarterly subscription bases.
• Free Swim Sessions (Nuoto Libero) Pay-per-entry open swim sessions at all swimming facilities, available via individual tickets or carnets (bundles of entries) purchased online or at reception.
• Fitness Courses and Gym Memberships Group fitness classes including Pilates, Yoga, Tai Chi, Circuit Training, Fitboxing, and self-defense, plus gym access via fitness passes and season subscriptions across multiple Milanosport facilities.
• Tennis Courses and Court Rentals Structured tennis instruction for adults and youth (minimum 3 students), plus court rentals managed through the Playtomic platform at multiple facilities.
• Padel Courses and Court Rentals Padel instruction and court rentals at multiple Milanosport facilities, with courts booked through the Playtomic platform.
• Aquatic Fitness Courses (Fitness Acquatico) Water-based fitness courses including Aqua Fitness, suitable for adults, seniors, and pregnant women, with sessions ranging 35-75 minutes.
• Boxing and Combat Sports Courses Boxing instruction including Boxe Cangurini for children 7-10 years, Boxe Boys for ages 11-15, and adult boxing courses on pentamester and annual subscription bases.
• Summer Campus Programs Multi-day summer sports camps for children and teenagers aged 3-17, including Multisport Camp (ages 5-14), Smart Camp (5-14), Play Camp (3-7), Swim Camp (6-12), and Volley Camp (12-17).
• Diving Courses (Tuffi) Diving instruction utilizing historic platforms at Cozzi pool and other facilities, suitable for competitive and recreational divers.
• Water Polo (Pallanuoto) Courses Structured water polo instruction and league play for youth and adults at pool facilities.
• Synchronized Swimming Courses (Nuoto Sincronizzato) Synchronized swimming instruction available across Milanosport pool facilities.
• Membership Cards and Gift Cards Milanosport cards providing fitness and pool access, plus gift cards valid for 7 open swim entries across facilities.
• Maspes Vigorelli Velodrome Historic 397.7m cycling velodrome with 42-degree banking used for track cycling competitions, American football, and summer campus programs; hosts regional cycling championships.
• Football/Soccer Courses and Fields Football/soccer courses and field rentals across facilities including 11-a-side, 7-a-side, and 5-a-side fields (synthetic grass and natural grass).
• Corporate Wellness Programs (Convenzioni) Corporate and government employee wellness agreements providing discounted access to Milanosport courses and facilities for partner organizations.

Named customers13 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

16 partnerships are on record, tiered minor, core and moderate.

• ENEGRA Europe Italia S.r.l.minorGTM or Marketing PartnerCorporate wellness partnership allowing ENEGRA employees to access Milanosport facilities at discounted rates as part of employee benefit programs.
• RI.CO S.r.l.minorGTM or Marketing PartnerCorporate wellness partnership providing RI.CO employees discounted access to Milanosport sports facilities and programs.
• Sodexo Italia S.p.A.coreGTM or Marketing PartnerMajor corporate wellness partnership using Sodexo meal and benefit vouchers for sports services. Allows employees to use Sodexo vouchers for course fees and facility access.
• Università degli Studi di Milano-BicoccamoderateGTM or Marketing PartnerUniversity partnership offering students and employees discounted access to Milanosport facilities, promoting health and wellness among the academic community.
• AMAT - Agenzia Mobilità Ambiente e TerritoriominorGTM or Marketing PartnerMunicipal agency partnership providing AMAT employees discounted access to Milanosport sports facilities as part of employee wellness initiatives.
• ARD MM - Associazione Ricreativa Dipendenti MMmoderateGTM or Marketing PartnerRecreational association for Milano Metro employees, providing members and families discounted access to Milanosport facilities.
• Polizia PenitenziariamoderateGTM or Marketing PartnerTraining Card program providing prison police personnel discounted access to swimming facilities through the Training Card system.
• Arma dei CarabinierimoderateGTM or Marketing PartnerTraining Card program providing Carabinieri military police personnel discounted pool access through the Training Card system.
• Polizia di StatomoderateGTM or Marketing PartnerTraining Card program providing State Police personnel discounted access to Milanosport swimming facilities.
• Guardia di FinanzamoderateGTM or Marketing PartnerTraining Card program providing Financial Police (Guardia di Finanza) personnel discounted pool and fitness facility access.
• Vigili del FuocomoderateGTM or Marketing PartnerTraining Card program providing Fire Department personnel discounted access to Milanosport sports facilities.
• Polizia Locale di MilanomoderateGTM or Marketing PartnerTraining Card program providing Milan Municipal Police officers discounted access to Milanosport facilities.
• Centro per la Giustizia Minorile Cesare BeccariaminorGTM or Marketing PartnerJuvenile justice facility partnership providing staff and possibly young people discounted access to Milanosport sports programs.
• FitprimemoderateChannel Partner/ Reseller/ DistributorFitness network partnership allowing Fitprime members to access Milanosport facilities as part of their multi-gym membership, expanding customer reach through the Fitprime platform.
• PlaytomiccoreChannel Partner/ Reseller/ DistributorPrimary platform for tennis and padel court bookings, integrated into the Milanosport distribution system for court rental reservations.
• Comune di MilanocoreStrategic or Co-development PartnerMunicipal government owner and regulator of Milanosport, which operates public sports facilities on behalf of the city. Milanosport SSD S.p.A. is the corporate entity managing these facilities.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Virgin Active Italia: Premium Italian fitness club chain operating multi-sport facilities across major Italian cities. Directly comparable to Milanosport in serving urban adults and corporate wellness clients through a network of fitness centers.
• FitActive Italia: Low-cost 24/7 fitness chain with extensive Italian footprint. Competes with Milanosport for price-sensitive adult and corporate wellness customers seeking gym access.
• McFIT Italia: Pan-European discount fitness chain with locations in Italy. Targets the same value-oriented adult customer base as Milanosport's fitness/tessere offering.
• GetFit: Italian low-cost gym chain. Direct competitor in the adult fitness subscription segment, overlapping with Milanosport's fitness card and gym-based programs.
• Fitprime: Italian fitness network aggregator that partners with Milanosport itself. Comparable as a multi-facility access platform targeting corporate wellness and urban professionals seeking sports variety.
• 20 Hours Fitness: Italian gym chain positioned in the mid-low price tier. Directly competes with Milanosport's adult fitness and corporate wellness programs in major Italian cities.
• Anytime Fitness Italia: 24/7 global franchise operator with Italian locations. Competes for adult and corporate wellness customers seeking flexible, technology-enabled fitness access.

Broad incumbents

• UISP - Unione Italiana Sport Per Tutti: Italian national amateur sports association promoting multi-sport participation. Comparable as a broader ecosystem organizer that overlaps with Milanosport's amateur sports, youth, and adult programming.
• CONI - Comitato Olimpico Nazionale Italiano: Italian National Olympic Committee overseeing amateur sports federations. Relevant as the governing body for competitive swimming, water polo, and other sports Milanosport offers at competitive level.
• Decathlon Italia: Largest sporting goods retailer in Italy with growing in-store sports services (padel courts, fitness classes, swimming). Comparable as a broad multi-sport ecosystem player; overlaps with Milanosport in swimming, padel, and tennis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/infoMilanosport
• Facebookfacebook.com/comune.milanosport
• LinkedInlinkedin.com/company/milanosport-s.p.a.

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Milanosport