academy of sports gmbh

What academy of sports gmbh does

Academy of Sports GmbH is a Backnang, Germany-based private distance learning institution (GmbH) operating within the BCB Beteiligungsgesellschaft mbH corporate group alongside sister entities DeLSt (Deutsches eLearning Studieninstitut) and EHiP (Europäische Hochschule für Innovation und Perspektive). The company delivers part-time vocational training and continuing education across fitness, nutrition, coaching, sports management, e-sports, vocational apprenticeships, naturopathy, and academic degrees, with more than 50 state-approved distance learning programs (Fernlehrgänge) and a stated base of 50,000+ successful graduates. Its core delivery vehicle is a proprietary Online Campus learning management system (LMS) — recently upgraded to the myFOCUS platform in May 2025 — which provides 24/7 access to course materials, study groups, tutor communication, Web Based Training modules, live-online seminars, and post-graduation lifetime access to updated content. The platform integrates with Collea GmbH (hosting), Proctorio (online exam proctoring), EBSCO (academic library), Salesforce (CRM), and CleverReach (email marketing).

The business model is predominantly direct-to-consumer tuition-based, with revenue derived from course/registration fees (fixed at enrollment, exempt from VAT under §4 Nr. 21 a) bb) UStG for ZFU-approved courses), examination retake fees, printed materials, in-person workshop (Präsenzphase) fees, and a smaller B2B corporate training stream. Pricing varies by course with installment payment plans available, and government funding programs (Bildungsgutschein/AZAV up to 100%, Aufstieg-BAföG up to 75%, Bildungsprämie up to 50%) represent a major demand-acquisition lever routed through the Agentur für Arbeit. Distribution is multi-channel: SEO, Google/Microsoft/LinkedIn/TikTok paid ads, organic social (Facebook, Instagram, YouTube, XING, TikTok, LinkedIn, X), email/affiliate (CleverReach, AWIN), third-party comparison platforms (FernstudiumCheck, ProvenExpert, Fernstudium Direkt, kursfinder.de, Fortbildung24), and inside sales (phone, WhatsApp, fax, email). Marketing positioning leans heavily on regulatory credentials (ZFU approval, DEKRA/AZAV certification, BPT recognition, Olympiastützpunkt Hessen partnership), flexible self-paced learning, the Sozialgarantie hardship policy, and the PriceFAIRsprechen fixed-fee guarantee.

The customer base is primarily individual learners and career changers seeking personal trainer, fitness trainer, nutrition advisor, life coach, or sports management credentials; secondary segments include existing fitness/health professionals seeking continuing education, corporate B2B clients purchasing employee upskilling programs, and vocational trainees. Geographic focus is DACH (Germany, Austria, Switzerland) with global online availability, though non-European enrollments are limited to online-only study per AGB. Vertically adjacent regulatory endorsements include IHK Stuttgart certification, BIBB vocational standards approval, and §44 SGB IX recognition by the Deutscher Behindertensportverband (DBS) for disability-accessible training. Leadership consists of a single disclosed legal representative, Jan Philipp Feldten, with strategic direction consolidated under the BCB holding structure.

Name

academy of sports gmbh

Legal name

Academy of Sports GmbH

Website

https://academyofsports.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Academy of Sports GmbH is a German private distance learning provider specializing in part-time vocational training and continuing education across fitness, nutrition, coaching, sports management, e-sports, and naturopathy. It delivers 50+ state-approved programs via its proprietary Online Campus to individual career changers and corporate clients in the DACH market.

Ownership category

akta.pro rank

Product category

Vocational Distance Learning

NAICS

Sports and Recreation Instruction (611620), Technical and Trade Schools (6115)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Coach Education, Certification & Clinics (HSADAEAO)

akta.pro secondary industry

Fitness & Exercise Training Education (Strength, Cardio, Mobility) (EDAAAHAB)

Keywords

• Distance learning
• Fitness training
• Vocational education
• Nutrition consulting
• Sports management

Headquarters

HQ city

Backnang

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Course/Tuition Fees (Fernlehrgang & Präsenzausbildung): The primary revenue stream consists of tuition and course fees charged for distance learning programs (Fernstudiengänge) and in-person training programs (Präsenzausbildungen). Fees are fixed at enrollment and remain constant throughout the contract period. Payment is available via SEPA direct debit or bank transfer, with installment plans offered. Courses are exempt from VAT under §4 Nr. 21 a) bb) UStG when state-approved by ZFU.
2. Examination and Re-examination Fees: Additional fees charged for exam retakes, second grading reviews, and re-submission of failed coursework. Fee schedules vary by program version (pre- and post-May 2025).
3. Printed Materials and Supplementary Products: Optional sale of printed, bound course materials for students who initially chose digital materials. Additional fees for individual lesson scripts and postal delivery of completion certificates.
4. Präsenzphase and In-Person Event Fees: Fees for in-person workshop components, practical training sessions, and examination locations, including cancellation and rebooking charges.
5. Corporate Training (B2B): Customized continuing education programs for companies, generating revenue through bulk enrollment of employees in various course programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Academy of Sports GmbH delivers part-time vocational training and continuing education in fitness, nutrition, coaching, and sports management through more than 50 state-approved distance learning programs (Fernlehrgänge) and optional in-person workshops (Präsenzphasen). The company operates a proprietary Online Campus learning management system where students access course materials, web-based training modules, live-online seminars, and tutor support. Courses lead to industry-recognized certifications including Personal Trainer A- and B-Lizenz, fitness trainer, nutrition advisor, life coach, and triathlon trainer qualifications.

Product overview

Academy of Sports GmbH operates a multi-product educational platform specializing in sports, fitness, and health education. The company offers over 50 state-approved distance learning programs (Fernlehrgänge) through its Online Campus platform, supplemented by in-person training programs (Präsenzausbildung) and web-based training (WBT). The core product portfolio includes Personal Trainer B-Lizenz and A-Lizenz certifications, fitness trainer education, nutrition consultant programs, Triathlon Trainer courses, motivation/mental coaching training, coaching and communication programs, fitness and sports management studies (partnered with EHiP), esports training, vocational apprenticeships, and naturopathy education. The company provides both fully online distance learning options and programs with optional in-person components. Programs are available through education vouchers (Bildungsgutschein/AZAV), and the newer myFOCUS platform launched in May 2025 serves as an updated learning environment. International certifications and partnerships with organizations like DIHK and the Bundesinstitut für berufliche Bildung enhance credential value.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Trainer B-Lizenz Foundational qualification for professional personal trainers, recognized by the Bundesverband Personal Training (BPT), enabling graduates to offer personal training services.
• Personal Trainer A-Lizenz Highest recognized qualification for personal trainers covering advanced nutrition, communication, client care, and sport-specific training for target groups.
• Fitnesstrainer Ausbildung State-approved fitness trainer education offering A and B licenses, covering anatomy, physiology, training science, and practical training methodology.
• Ernährungsberater Ausbildung State-approved distance learning program for nutrition consultants, covering dietary guidance and nutritional science.
• Triathlon Trainer Fernlehrgang State-approved distance learning course (ZFU approval number 7278114) lasting 5 months, training coaches to prepare athletes for triathlon competitions across all distances.
• Motivationstrainer Ausbildung Online education for becoming a motivation trainer and mental coach, focusing on mental strength, stress reduction, and motivation techniques.
• Life Coach Ausbildung Certified distance learning program for becoming a professional life coach, covering coaching techniques and communication skills.
• Coaching und Kommunikation Fernlehrgang Distance learning program covering coaching and communication skills in sports contexts.
• Fitness- und Sportmanagement Studium Academic program in fitness and sports management offered in partnership with EHiP - Europäische Hochschule für Innovation und Perspektive.
• E-Sport Ausbildungen Online esports training programs covering competitive gaming skills and knowledge.
• Betriebliche Online-Ausbildungen Vocational online training programs for employees, covering professional development in various fields.
• Naturheilkunde Aus- und Weiterbildungen Programs in naturopathy covering natural healing methods and complementary health practices.
• Akademische Abschlüsse Academic degree programs providing university-level qualifications in partnership with EHiP.

Quantifiable outcome

• 50,000+ successful graduates across all programs
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability3 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• DeLSt - Deutsches eLearning StudieninstitutcoreStrategic or Co-development PartnerDeLSt is listed as a key educational partner, sharing the same corporate family under BCB Beteiligungsgesellschaft mbH. Both institutions collaborate on digital learning initiatives, with shared resources, technology infrastructure, and cross-promotion of educational programs.
• EHiP - Europäische Hochschule für Innovation und PerspektivecoreStrategic or Co-development PartnerEHiP is a partner higher education institution within the BCB group, collaborating on academic programs and educational content. The partnership enables Academy of Sports to offer academic degree programs alongside its vocational training offerings.
• Staatliche Zentralstelle für Fernunterricht (ZFU)coreTechnology or IntegrationZFU is the German federal authority responsible for approving and monitoring distance learning programs. Academy of Sports courses that carry ZFU approval numbers have been reviewed for quality of instructional materials, instructor qualifications, and contractual terms. ZFU approval is a prerequisite for VAT exemption and government funding eligibility.
• DEKRAcoreTechnology or IntegrationDEKRA conducts ongoing quality audits and certification of Academy of Sports' programs under AZAV standards. This partnership enables the company to accept Bildungsgutschein (government education vouchers) and ensures compliance with quality management system requirements.
• Bundesverband Personal Training (BPT)coreStrategic or Co-development PartnerThe BPT is the German professional association for personal trainers. Academy of Sports' Personal Trainer B-Lizenz has been reviewed and officially recognized by the BPT, providing graduates with professional association endorsement.
• Olympiastützpunkt HessenminorStrategic or Co-development PartnerThe Hessian Olympic Training Center is an official partner of Academy of Sports, recognizing the quality of sports and fitness programs offered by the academy. This partnership provides students with access to elite sports network connections.
• DIHK Bildungs-gGmbHminorStrategic or Co-development PartnerDIHK Bildungs-gGmbH (German Chambers of Commerce and Industry Education GmbH) is a partner organization providing access to IHK-certified examination and qualification frameworks for professional certifications.
• Deutscher Behindertensportverband e.V. (DBS)minorStrategic or Co-development PartnerThe German Disabled Sports Association has recognized Academy of Sports programs under §44 SGB IX, enabling people with disabilities to access government-funded training through the academy.
• Collea GmbHcoreTechnology or IntegrationCollea GmbH provides the proprietary Online Campus platform and admin interface that powers the academy's digital learning environment, including course delivery, student progress tracking, and communication tools. Collea hosts the platform on servers in Germany.
• AWIN AGminorChannel Partner/ Reseller/ DistributorAWIN operates an affiliate marketing network through which partners (publishers) promote Academy of Sports courses and earn commission on resulting enrollments. This is a revenue-share affiliate arrangement.
• FernstudiumCheck / Fernstudium Direkt / Fortbildung24 / kursfinder.deminorGTM or Marketing PartnerThese independent review and comparison platforms list and evaluate Academy of Sports programs, providing third-party credibility and serving as marketing and discovery channels for prospective students. Awards and badges from these platforms are prominently displayed on the company website.
• Sovendus GmbHminorGTM or Marketing PartnerSovendus provides voucher offer services integrated into the checkout flow, offering users relevant discount vouchers from partner companies in exchange for pseudonymized email and order data.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• SGD Studiengemeinschaft Darmstadt: SGD is a long-established German Fernschule with hundreds of ZFU-approved distance learning courses, including health, nutrition, and coaching tracks. It competes with AoS for career-changer learners but operates across a far broader catalog rather than specializing in the fitness/sports vertical.
• ILS Institut für Lernsysteme GmbH: One of the largest German distance-learning generalists, offering hundreds of Fernlehrgänge including health, fitness, and wellness categories. While it competes with AoS in fitness-relevant subcategories, its focus spans many vocational domains, making it an overlapping incumbent rather than a specialized rival.
• DHfPG / Hochschule Fresenius (Deutsche Hochschule für Prävention und Gesundheitsmanagement): DHfPG, now part of Hochschule Fresenius, offers degree and non-degree programs in fitness, prevention, and health management with state approval. As an established, university-affiliated incumbent, it overlaps with AoS in Fitnesstrainer and Ernährungsberater certifications but extends further into academic degrees and employer-funded programs.
• FOM Hochschule: FOM is Germany's largest private university and offers Gesundheitsmanagement and Sportmanagement study programs relevant to the sports/fitness vertical. It complements AoS offerings in academic degrees (overlap with EHiP) and provides employer-funded upskilling paths that compete for the same B2B demand.
• Fernakademie für Erwachsenenbildung GmbH: Fernakademie is a Klett-owned German distance-learning provider with state-approved Fernlehrgänge in health, wellness, and coaching. It overlaps with AoS in nutrition and wellness tracks and competes in the same AZAV-funded learner pool, although it does not focus exclusively on sports/fitness.

Direct peers

• BTB Bildungswerk für therapeutische Berufe: BTB specializes in state-approved distance learning for therapeutic, health, and fitness occupations. Its catalog of Fernlehrgänge for Fitnesstrainer, Ernährungsberater, and related roles places it in direct competition with Academy of Sports for the same German-speaking career-changer learner.
• BSA Akademie: BSA is a leading private German provider of state-approved Fernlehrgänge focused on fitness, health, and management. It offers directly comparable Fitnesstrainer, Ernährungsberater, and Personal Trainer certifications via distance learning, making it one of the closest direct substitutes in the AoS product portfolio.
• IST-Studieninstitut GmbH: One of Germany's largest private distance-learning institutions for fitness, sport, health, and management. It directly competes with Academy of Sports across Fernlehrgang (distance learning) programs in personal training, fitness training, and nutrition, targeting the same vocational career-changer audience via ZFU-approved curricula.

Emerging players

• Hochschule Macromedia / SRH Fernhochschule: Private German universities offering remote degree programs in fitness, sport, and health management. They compete with EHiP and other academic pathways AoS offers, and increasingly with AoS's vocational-to-degree ladder via blended learning and B2B partnerships in the DACH region.

Regional players

• SAFS Swiss Academy of Fitness and Sports: SAFS is a Swiss-based training institution for fitness trainers and sports coaches, offering state-recognized certifications in German-speaking Switzerland. It targets the same fitness vocational learner as AoS in the DACH region and represents an adjacent competitive force in cross-border German-speaking markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/AcademyofSports
• YouTubeyoutube.com/user/academyofsports
• Facebookde-de.facebook.com/Academy-of-Sports-122718501084187
• LinkedInlinkedin.com/company/academy-of-sports-gmbh
• Instagraminstagram.com/academy_of_sports
• TikToktiktok.com/@academyofsports_official

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 →

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