• TSG acquires leading health and fitness software provider, TrueCoach, offering a flexible solution for club owners and personal trainers to engage with their clients on a state-of-the-art digital platform
  • U.S.-based TrueCoach expanding to serve gym owners and personal trainers in the United Kingdom, Australia, and New Zealand

BOULDER, CO, and LONDON—April 27, 2020—TSG, an Advent portfolio company and leading global provider of business management software, integrated payments, and value-added services to the Health and Fitness, Childcare and Early Education, and Boutique markets, today announced that it has acquired TrueCoach, a U.S.-based software company powering the businesses of over 15,000 trainers worldwide.

This acquisition in the boutique fitness space joins other recent acquisitions and underpins the TSG commitment to the sector as it builds a world-class software platform. TrueCoach becomes part of TSG, following on from the acquisition of boutique fitness software providers Mariana Tek, Triib, Zingfit, and BrandBot.

TrueCoach was started in 2015 by co-founders Casey Jenks and Robert Jack to help personal trainers make more money and develop better relationships with their clients through remote coaching. Jenks realized fitness professionals didn’t have the tools they deserved and were spending too much time bogged down in email, spreadsheets, and pen & paper instead of doing what they do best: helping their clients. Since its founding, TrueCoach has grown to over 15,000 active coaches delivering 4 million workouts monthly.

Co-Founder & CEO, Casey Jenks, will continue to run TrueCoach, while Co-Founder & CMO Robert Jack will take on a broader demand generation role across the portfolio.

“Digital fitness services have enjoyed significant growth in recent years, and we are actively offering TrueCoach to our gym owners in the United Kingdom, Australia, and New Zealand.” The power and flexibility of the TrueCoach platform is precisely attuned to our vision of Empowering Passionate People,” remarked Floris de Kort, Group CEO, TSG. “We believe our clients deserve to do more of what they love while we take the stresses and strains of the processes and problems.”

“While other solutions try to be all things to everyone, TrueCoach has been laser-focused on giving trainers and gym owners the workout planning, delivery, tracking, and communication tools they need to be more efficient while providing a great experience to their clients,” said Casey Jenks, CEO, TrueCoach.

“During these challenging times, our clients are looking for new ways more than ever to engage with their members and gym members are looking for new ways to maintain their exercise regimes. The TrueCoach solution is the perfect answer,” added de Kort. “We couldn’t be more enthusiastic to have them as a part of the TSG family.”

“We’re excited to partner with TSG to bring their deep payments expertise as we work to roll out our payments solution and having the backing of Advent is a huge win for our customers so we can continue to invest in our platform and growth. Joining forces with the other companies in the portfolio enables us to focus on what we do best while growing to our full potential as part of a world-class software platform,” added Jenks.

About TSG

TSG, an Advent portfolio company, is a leading revenue management solutions company that provides business management software, integrated payments, and value-added services to clients around the globe. Committed to Empowering Passionate People, TSG offers highly differentiated, targeted solutions to a range of industries with focus on the health and fitness, childcare and early education, and boutique markets. These solutions operate across Australasia, North America, the United Kingdom, Europe and Asia. For more information, visit the TSG website.

TrueCoach is a small but mighty company located in the heart of the greatest place to work and play in the country, Boulder, Colorado. They were also recently named one of the 50 Best Small Companies to Work For in Colorado.

TrueCoach’s mission is to make a positive impact in the lives of fitness coaches and their clients by building tools that enable coaches to grow their business and deliver an exceptional experience to their clients, all while saving time. TrueCoach’s growth has been strong and steady since inception in 2015 due to an incredible team of people that have come together to create a product that their customers love. For more information, visit the TrueCoach website.

About Advent International

Founded in 1984, Advent International is one of the largest and most experienced global private equity investors. The firm has invested in over 350 private equity transactions in 41 countries, and as of December 31, 2019, had $56.8 billion in assets under management. With 15 offices in 12 countries, Advent has established a globally integrated team of over 200 investment professionals across North America, Europe, Latin America and Asia. The firm focuses on investments in five core sectors, including business and financial services; health care; industrial; retail, consumer and leisure; and technology. After 35 years dedicated to international investing, Advent remains committed to partnering with management teams to deliver sustained revenue and earnings growth for its portfolio companies. For more information, visit Advent International or Advent International on LinkedIn.

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