What SG Stern Germany does

SG Stern Germany (SG Stern e.V.) is a registered German non-profit sports association (eingetragener Verein) founded in 1986 and headquartered in Stuttgart, operating 17+ regional offices and chapters across Germany including Berlin, Hamburg, Munich, Hannover, Bremen, Kassel, Mannheim, Sindelfingen, Gaggenau, Rastatt, NRW, Reutlingen, Ulm, Augsburg, Bielefeld, Saarland, and Wörth, with service reach into Austria. The organization delivers basketball, esports, and handball programming alongside a broader portfolio of fitness, health, and corporate services through individual and family memberships, corporate memberships, customized team events, and subsidized health courses.

The product portfolio spans five primary categories: core membership subscriptions (Mitgliedschaft) collected annually via SEPA, credit card, PayPal, WERO, or bank transfer; corporate offerings including Firmenmitgliedschaft, Teamevents (customized bootcamps, challenges, and outings), and Gesundheitsangebote (subsidizable health courses); the unique Sport macht Sprache (SmS) educational program combining sports with language development for children aged 5–8, scaled to 16 classes and 4,695 children via a framework agreement with the Baden-Württemberg Ministry of Culture, Youth and Sport; age-tiered movement programs for Kitas (children from 18 months) and schools (weekly sports clubs, full-day care integration, holiday programs); and a forthcoming Digitales Kursprogramm (Q2 2026) extending delivery online. The underlying technology stack is standard third-party SaaS — Stripe for payments, CleverReach for email, Google Analytics for web analytics, Microsoft Teams and TeamViewer for conferencing, Personio for HR, and Friendly Captcha for bot protection — hosted externally by all about apps GmbH in Vienna, with no proprietary AI or ML assets disclosed.

The business model combines a recurring subscription backbone (annual individual and family membership fees) with B2B professional services revenue (corporate memberships, team events, health programs) and publicly funded educational service delivery (SmS via Startchancen-Programm and LOBW portal). Distribution runs through a self-serve website and member portal, 17+ field offices with named regional contact persons, and direct on-site delivery at customer premises (schools, corporate sites) across Germany and Austria. The organization is member-owned and board-governed under §26 BGB, led by Managing Chairwoman Peggy Winter, with a board covering Governance & Donations, Finance, Compliance, and Product Portfolio. Major disclosed partners include Daimler Truck (corporate sponsor) and the Baden-Württemberg state government; the organization cites a 250+ cooperation network accessible to members and holds full GDPR compliance with an appointed data protection officer.

Name

SG Stern Germany

Legal name

SG Stern e.V.

Website

https://sgstern.de

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

SG Stern Germany is a non-profit German sports association (Verein) based in Stuttgart, operating 17+ regional offices and offering basketball, esports, handball, fitness memberships, corporate wellness, school movement programs, and the Sport macht Sprache language-through-sports program to individuals, schools, and businesses.

Ownership category

akta.pro rank

Product category

Sports & Fitness Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF), Sports Community Relations & Grassroots Program Management (MPAKAKAJ)

Keywords

• Sports club memberships
• Corporate fitness programs
• Team building events
• School movement programs
• Health and wellness courses

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices18 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Membership Fees: Annual membership fees charged to individual members for access to sports facilities, courses, and events. Fees are collected annually in January via SEPA direct debit, credit card, PayPal, WERO, or bank transfer.
2. Corporate Memberships and B2B Services: Customized corporate fitness courses, team challenges, team events, sports and health days, and outings/events offered to businesses at member prices with subsidies.
3. Team Events: Customized team events, bootcamps, and corporate sports activities charged to businesses on a per-event basis.
4. Health Programs: Health courses including digital offerings and subsidizable health courses (zuschussfähige Gesundheitskurse) offered to individuals and groups.
5. Sport Macht Sprache (SmS) Program: Language development through sports program delivered to schools, with funding support from Startchancen-Programm and LOBW portal in Baden-Württemberg.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

SG Stern e.V. is a non-profit sports association (Verein) offering individual and family memberships granting access to sports facilities, courses, and events across multiple German cities. The club operates dedicated B2B offerings including corporate memberships (Firmenmitgliedschaft), customized team events, corporate health programs, and the Sport macht Sprache (SmS) program combining sports with language development for children aged 5-8. Services are delivered on-site at customer locations, at SG Stern facilities, and through digital course programs.

Product overview

SG Stern Germany operates as a multi-location sports club (Verein) offering a comprehensive portfolio of sports and movement programs. The core offering consists of individual and family memberships (Mitgliedschaft) providing access to facilities, courses, and events across multiple German cities. The Kids Club sub-brand delivers age-appropriate movement programs for children from 18 months through school age. The company serves the corporate market through Firmenmitgliedschaft (corporate membership) and dedicated B2B offerings including Teamevents (customized team events), Gesundheitsangebote (corporate health programs), and Sport macht Sprache (a unique educational program combining sports with language learning for children). The product portfolio also includes Bewegungsangebot für Schulen (school-based movement programs) and Bewegungsangebot für Kitas (daycare movement programs), as well as a Digitales Kursprogramm (digital course program) for online access. The offerings are delivered at multiple locations including Berlin, Bremen, Gaggenau, Hamburg, Kassel, Mannheim, NRW, Rastatt, Sindelfingen, Stuttgart, and Wörth/Germersheim, with services also available in Austria and neighboring countries.

Differentiator

Problem solved

Functional benefit

Brands

• Sport macht Sprache (SmS): A holistic language development program combining sports, movement, and language learning for children aged 5-8 years old.
• Kids Club

Products and services

• Mitgliedschaft (Membership) Individual and family membership programs providing access to SG Stern's sports facilities, courses, and events across multiple German cities. Includes accident and liability insurance and benefits through 250+ partner cooperations.
• Sport macht Sprache (SmS) A holistic educational program combining sports, movement, and language learning for children aged 5-8. Promotes social, emotional, and physical abilities while developing language skills through playful language promotion. Delivered to schools with government funding support.
• Firmenmitgliedschaft (Corporate Membership) Corporate membership packages offering tailored company fitness courses, team challenges, teambuilding events, sports and health days, and discounted participation in outings and competitions for businesses.
• Teamevents (Team Events) Customized team events including bootcamps, sports activities, creative theater, and challenges. Available in formats ranging from 5 minutes to multiple days, delivered digitally, hybrid, or on-site throughout Germany, Austria, and internationally.
• Gesundheitsangebote (Health Programs) Corporate health offerings including fitness and health programs, walking challenges, bootcamps, and subsidized health courses (zuschussfähige Gesundheitskurse) offered through a state-approved online platform.
• Bewegungsangebot für Schulen (School Movement Programs) Movement and sports programs delivered to schools as weekly sports clubs (45-90 minutes), full-day care integration (45-90 minutes), or holiday program offerings.
• Bewegungsangebot für Kitas (Daycare Movement Programs)

Quantifiable outcome

• 4695 children reached through SmS program
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Startchancen-Programm (Start Chance Program)coreOthers · 1 January 2024Federal funding program for schools that SG Stern leverages to offer the SmS (Sport macht Sprache) language-through-sports program to partner schools at reduced costs or subsidized rates.
• Ministerium für Kultus, Jugend und Sport Baden-WürttembergflagshipStrategic or Co-development Partner · 1 January 2024Framework agreement with the Ministry for Culture, Youth and Sport Baden-Württemberg for the SmS program, also listed on LOBW portal (Landesoberbehörde für Weiterbildung).
• Lern mit Rückenwind (LOBW Portal)coreOthers · 1 January 2024Additional funding program portal in Baden-Württemberg through which schools can access subsidized SmS programming.
• Landesoberbehörde für Weiterbildung (LOBW)coreOthersGovernment authority portal in Baden-Württemberg for accessing subsidized educational programs including the SmS language-through-sports concept.
• Daimler TruckminorOthersCorporate sponsor of SG Stern, evidenced by sponsor photography sessions and promotional content.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TSV 1860 München: Large German multi-sport Verein offering diverse athletic programs, memberships, and youth development. Directly comparable to SG Stern as a traditional registered club with broad sport offerings and a community/membership-driven model.
• Hansefit: Germany's leading corporate wellness network, offering employer-subsidized access to a broad portfolio of sports and fitness partners. Directly comparable to SG Stern's Firmenmitgliedschaft and corporate wellness offerings in the German B2B space.
• SV Werder Bremen: German multi-sport Verein with extensive youth, school, and community sports programs alongside professional teams. Comparable to SG Stern in operating as a broad-spectrum amateur/community sports organization with educational outreach.

Broad incumbents

• Gympass: Global corporate wellness platform with a German footprint, offering employer-subsidized multi-gym access. Competes with SG Stern's corporate membership proposition for the same enterprise buyers.
• Wellhub (formerly Urban Sports Club): Major corporate wellness aggregator active in Germany providing flexible, multi-venue employee fitness subscriptions. Competes with SG Stern for the same corporate wellness budget and individual consumer fitness wallet.
• Bayer 04 Leverkusen: Major German multi-sport Verein combining elite professional sport with a large community sports offering. Broader and more elite-skewed than SG Stern, but comparable as a traditional Verein-based sports organization.

Emerging players

• Freeletics: Munich-based digital fitness platform offering AI-driven training without physical facilities. Represents the digital-native threat to SG Stern's traditional in-person fitness and health-course offerings.

Regional players

• MoveNow / Sportbund Pfalz: Regional German sport association providing school-based movement programs and grassroots sport services. Comparable to SG Stern's school and community sports vertical, particularly the SmS program model, though at a regional scale.
• KLiQ: DACH-focused digital B2B fitness and wellness platform partnering with employers. Adjacent competitor to SG Stern in the corporate wellness channel in the German-speaking market.

Others

• Deutscher Olympischer Sportbund (DOSB): Umbrella organization of German sport with influence over Vereine policy, education-sport funding, and safeguarding standards. Adjacent comparator for SG Stern's role within the broader German amateur sport ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SGSterneV
• Facebookfacebook.com/SGSternDeutschland
• LinkedInlinkedin.com/company/sgsterndeutschland
• Instagraminstagram.com/sgsternDeutschland

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 SG Stern Germany