MultiSport Grows Beyond Poland; Benefit Systems Builds Regional Leader

Benefit Systems, a Polish company with over 15 years of international experience, is solidifying its position as a major player in the European employee benefits market. Its flagship MultiSport program, already a household name in Poland with approximately 1.8 million users, is now driving the company's ambitious expansion beyond its home borders. This strategic international growth is not merely about increasing market share; it's about showcasing the capability of Polish businesses to compete and innovate on a global stage, as highlighted by Marcin Fojudzki, a member of Benefit Systems' management board.

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We want to build a strong, international business based on quality and innovation, and at the same time show that Polish companies can effectively compete in foreign markets.

The company's international strategy is built on a robust model that integrates the MultiSport card with an extensive network of fitness clubs and partner facilities. This approach taps into the growing global trend of prioritizing active lifestyles and addresses the increasing demand from employers for comprehensive employee wellness programs. Benefit Systems' success is evident in its significant international acquisitions, most notably the purchase of Turkey's Group MAC. This acquisition, valued at over $420 million, involved more than 120 fitness clubs and represented Benefit Systems' largest acquisition to date, marking a crucial step in its journey to become a regional leader.

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The MultiSport program remains our key product. Present on the Polish market for over two decades, it has practically defined the category of sports employee benefits. Today, about 1.8 million users benefit from it in Poland.

Beyond Turkey, Benefit Systems has strategically expanded its MultiSport program into the Czech Republic, Bulgaria, Slovakia, Croatia, and most recently, Turkey. As of the first quarter of this year, the company reported over 700,000 MultiSport users outside of Poland. The company estimates the untapped potential in these foreign markets, excluding Turkey, to be between 4.2 and 4.8 million cards. This impressive growth is attributed to the scalability of its business model and the program's ability to meet universal needs, such as reducing sick leave, addressing aging populations, and promoting preventative health measures in the workplace.

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According to our research (MultiSport Index 2025), 84% of cardholders engage in physical activity at least once a week. Among the Polish population, this indicator is 48%.

Furthermore, Benefit Systems has launched international card acceptance, enabling users to access over 11,000 sports and recreational facilities across six countries. This initiative positions MultiSport as a unique, cross-border program in the European market and aligns with the company's 2025-2027 strategy to further strengthen its leadership in the sports card sector. The narrative of MultiSport as a successful Polish export product is compelling, demonstrating how Polish innovation and business acumen can create globally competitive offerings that enhance quality of life and promote health.

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MultiSport addresses needs that are common to many markets today: a growing number of sick leaves, aging societies, and the increasing importance of health prevention in the workplace.