Decathlon is reporting that it is launching Decathlon Pulse, a fully-owned subsidiary dedicated to building new long-term growth engines, accelerating Decathlon’s ambition to Move People Through the Wonders of Sport.
Franck Vigo, who has been with Decathlon for over 26 years, most recently as leader for exploration and M&A for the company, has been appointed CEO of Decathlon Pulse. Barbara Martin Coppola, Decathlon’s Global CEO will serve as its chairwoman, ensuring the complementarity with Decathlon’s core activities.
An independent entity within the Decathlon Group, Decathlon Pulse is expected to invest in “innovative people and businesses that share its values and commitment.” In line with Decathlon’s global strategy, the company said Decathlon Pulse will fully complement the Group’s core activities by diversifying its ability to drive impact and lead the change.
Decathlon said that it is determined to explore new ways to expand its footprint for the benefit of people, society at large and the planet. For many years, Decathlon has been investing in companies with the same intention: to have an impact on all stages of the sports ecosystem’s value chain,” the company said in a media release.
“We are thrilled to launch Decathlon Pulse,” expressed Coppola. “This marks a significant milestone in our journey to better serving the sporting needs of the customers of tomorrow. Decathlon PULSE is a separate entity, but will be complementary to the Decathlon as they work towards the same purpose to Move People Through the Wonders of Sport. Decathlon Pulse will be dedicated to finding new growth levers and game-changing innovations in the sports market. I can’t wait to see what the team achieves in the future.”
Since 2018, Decathlon has reportedly invested close to €400 million in capitalistic partnerships, from investments in startups and small companies to the acquisition of majority stakes in premium pure players like AllTricks and Bergfreunde.
“Today marks an exciting new journey for us as we launch Decathlon Pulse, driven by a passion for sport and a singular vision to continuously enhance our impact on people’s lives,” added Vigo. “We believe the best way to do so is to build long-term relationships with game-changing companies and people, in which we invest while maintaining their full autonomy to create a better sports industry.”
Decathlon highlighted three levers of action for Decathlon Pulse to build additional long-term growth:
Build and scale ideas and concepts with strong potential to create standalone new businesses which will complement Decathlon’s core activities and strengthen the Group’s value proposition;
Invest as a shareholder in highly innovative companies that could change the sport ecosystem and accelerate the adoption of new sustainable business models; and
Acquire strong and forward-looking sports brands and sporting goods distributors that are changing the game by their revolutionizing ideas and trailblazing business models.
