Milanosport
- Company typePrivate
- Founded1975
- HeadquartersMilan, Italy
- Headcount11–50
- GTM typeB2C
- OfferingServices
Milanosport firmographics
Firmographics- 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
Milanosport industry classification
Industry- 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
Where Milanosport is headquartered
LocationHeadquarters
- HQ city
- Milan
- HQ country
- Italy
- HQ region
- Europe
Offices24 records
Markets served
Milanosport business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Infrastructure, Operations, Marketing or Sales, Technology or R&D
Revenue model
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- Gift Cards: Sale of Milanosport gift cards valid for 7 open swim entries across all facilities, providing a gifting revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Swimming courses for children 7-10 years |
| Subscription | Annual | Boxing courses |
| Subscription | Pay-as-you-go | Summer Campus Programs 2026 |
| Usage-based | Pay-as-you-go | Sunset Pool event at Romano |
| Usage-based | Pay-as-you-go | Family Fun events |
| Subscription | Annual | Fitness and aquatic fitness courses |
| Subscription | Annual | Padel and Tennis courses |
| Other | Pay-as-you-go | Discount programs |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Milanosport product offering
Product offeringCore 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.
Companies that use Milanosport
Customer profileNamed customers13 records
Segments6 records
Ideal customer profiles4 records
Milanosport technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Milanosport partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered minor, core and moderate.
- ENEGRA Europe Italia S.r.l.minorCorporate wellness partnership allowing ENEGRA employees to access Milanosport facilities at discounted rates as part of employee benefit programs.
- RI.CO S.r.l.minorCorporate wellness partnership providing RI.CO employees discounted access to Milanosport sports facilities and programs.
- Sodexo Italia S.p.A.coreMajor 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-BicoccamoderateUniversity partnership offering students and employees discounted access to Milanosport facilities, promoting health and wellness among the academic community.
- AMAT - Agenzia Mobilità Ambiente e TerritoriominorMunicipal agency partnership providing AMAT employees discounted access to Milanosport sports facilities as part of employee wellness initiatives.
- ARD MM - Associazione Ricreativa Dipendenti MMmoderateRecreational association for Milano Metro employees, providing members and families discounted access to Milanosport facilities.
- Polizia PenitenziariamoderateTraining Card program providing prison police personnel discounted access to swimming facilities through the Training Card system.
- Arma dei CarabinierimoderateTraining Card program providing Carabinieri military police personnel discounted pool access through the Training Card system.
- Polizia di StatomoderateTraining Card program providing State Police personnel discounted access to Milanosport swimming facilities.
- Guardia di FinanzamoderateTraining Card program providing Financial Police (Guardia di Finanza) personnel discounted pool and fitness facility access.
- Vigili del FuocomoderateTraining Card program providing Fire Department personnel discounted access to Milanosport sports facilities.
- Polizia Locale di MilanomoderateTraining Card program providing Milan Municipal Police officers discounted access to Milanosport facilities.
- Centro per la Giustizia Minorile Cesare BeccariaminorJuvenile justice facility partnership providing staff and possibly young people discounted access to Milanosport sports programs.
- FitprimemoderateFitness network partnership allowing Fitprime members to access Milanosport facilities as part of their multi-gym membership, expanding customer reach through the Fitprime platform.
- PlaytomiccorePrimary platform for tennis and padel court bookings, integrated into the Milanosport distribution system for court rental reservations.
- Comune di MilanocoreMunicipal 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
Milanosport competitors and assessment
Company assessmentDirect 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
Milanosport social profiles
Digital presenceMilanosport financial estimates
Financial estimateRevenue estimate
Valuation estimate
Milanosport leadership team
Management profileNumber of profiles
Milanosport funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Milanosport M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Milanosport
What does Milanosport do?
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.
Is Milanosport a public or private company?
Milanosport is a private company. It is classified as state government owned and is currently operating.
When was Milanosport founded?
Milanosport was founded in 1975. It employs 11 to 50 people.
Where is Milanosport based?
Milanosport is headquartered in Milan, Italy, in the Europe region.
How does Milanosport make money?
Seven revenue lines are on record. Course Fees are the primary driver. The others are pay-per-use Swimming and Facilities, membership Cards and Fitness Passes, corporate and Institutional Agreements, facility Rentals, summer Campus Programs and gift Cards.
Who are Milanosport's main competitors?
Direct peers on record are Virgin Active Italia, FitActive Italia, McFIT Italia, GetFit, Fitprime, 20 Hours Fitness and Anytime Fitness Italia. Broad incumbents are UISP - Unione Italiana Sport Per Tutti, CONI - Comitato Olimpico Nazionale Italiano and Decathlon Italia.
Does Milanosport have an API?
No public API is recorded for Milanosport.
What industry is Milanosport in?
Milanosport's product category is Municipal Sports & Recreation Facilities. Its primary akta.pro industry code is MPAKAEAH, Multi-Sport Complexes & Community Sports Parks, with a secondary code of MPAKAEAE, Tennis & Racquet Sports Facilities. Its NAICS code is 71394 and its SIC code is 7997.