What: Decathlon has launched a subsidiary named Pulse to drive growth through new business concepts, start-up investments, and acquisitions.

Why it is important: This initiative represents a strategic shift for Decathlon, focusing on long-term growth and innovation to remain competitive in the thriving sports and wellness markets.

Decathlon, a leading French sporting goods retailer, has unveiled its subsidiary Pulse, aimed at developing new business concepts, investing in innovative start-ups, and acquiring established brands and retailers. This move aligns with Decathlon's broader strategy to explore new growth avenues and sustainable business models. Pulse, led by Franck Vigo and overseen by Decathlon CEO Barbara Martin Coppola, will function as a distinct entity yet share Decathlon's mission to enhance the sporting experience. The initiative follows Decathlon's previous diversification efforts, such as the JUMP support program and investments in companies like Alltricks, Bergfreunde, and Recyc'Elit.

Decathlon launches Pulse for strategic diversification