Decathlon expands its influence with a new investment company

Decathlon launches Decathlon PULSE, a wholly-owned subsidiary aimed at building new long-term growth engines and advancing Decathlon's mission to inspire people through the wonders of sports. As a global leader in the sports and wellness market, which offers significant growth opportunities, Decathlon seeks to pioneer new ways to extend its impact for the benefit of people, the international community, and the planet. As an independent entity within the group, Decathlon PULSE will invest in innovative people and businesses that share similar values and commitments.

As part of Decathlon PULSE's global strategy, Decathlon will complement the core activities of the group in three areas to achieve long-term growth: the company will work on creating and developing business ideas to strengthen Decathlon's value as a group, invest in innovative companies that can transform the global sports ecosystem while promoting new, sustainable business models, and acquire strong sports brands and distribution companies for sports products based on revolutionary ideas and groundbreaking business models.

For many years, Decathlon has invested in companies to impact all stages of the international sports ecosystem's value chain. Since 2018, Decathlon has invested nearly 400 million euros in partnerships, from startups and small companies to acquisitions of premium brands like AllTricks and Bergfreunde.

Franck Vigo has been appointed CEO of Decathlon PULSE, while Barbara Martin Coppola, CEO of Decathlon Global, will serve as chairwoman.

Barbara Martin Coppola, Global CEO of DECATHLON and Chairwoman of DECATHLON PULSE, stated, "We are excited to launch DECATHLON PULSE, marking a significant milestone in our journey to provide the best service to the sports consumers of tomorrow. DECATHLON PULSE is a separate entity, yet complementary to DECATHLON, both working towards the same goal of inspiring people through the wonders of sports."

Franck Vigo, CEO of DECATHLON PULSE, commented, "We are at the beginning of a new and exciting journey driven by our passion for sports and the vision to enhance our impact on people's lives. We believe the best way to achieve this is by building long-term relationships with game-changing companies and individuals in which we invest, while maintaining their full autonomy to create a better sports industry."

Decathlon PULSE will seek innovative companies worldwide, aiming to break all boundaries. The company will invest in both early-stage startups and established market leaders globally. Additionally, it will develop new companies within the organization with the goal of becoming new independent businesses. The companies in which DECATHLON PULSE invests will be independent and autonomous. Their performance will not be tied to Decathlon; they will develop independently, fostering collaborations that benefit both parties.