Decathlon’s fitness gear sales aren’t translating to customer success. About 70% of customers don’t know how to use their equipment effectively, and nearly 50% stop working out within three months. To tackle this issue, Decathlon has joined forces with Freeletics, a top fitness app with 59 million users across 175 countries.
The partnership brings together Decathlon’s fitness gear and Freeletics’ personalized coaching. Freeletics’ AI-driven system generates over a billion exercise combinations, ensuring users get tailored workouts that integrate performance and wellness. By combining their strengths, the two companies aim to keep users motivated and focused on their fitness goals.
A New Way to Get Fit
Customers who buy specific Decathlon products will get access to Freeletics’ premium features. Starting April 2025, they’ll receive three months of free subscription. Later that summer, they’ll be able to get a 50% discount on an annual subscription. The first product to hit the market will be a pack of three training bands. By the end of 2026, over 100 fitness products will be part of this program.
The partnership is about more than just selling gear. It’s a five-year commitment to making fitness more accessible and personalized. Freeletics will tailor its workouts to Decathlon’s products, while Decathlon will adjust its product line to meet the real needs of its customers. The goal is to expand the range of sports and activities covered, including yoga, Pilates, and cardio-boxing, as well as nutritional advice.
Daniel Sobhani, CEO of Freeletics, says the partnership will help remove barriers to fitness. “Many people give up on fitness due to a lack of guidance or motivation,” he notes. “We’re changing that with personalized coaching that’s available anywhere, anytime, and with the right equipment.”
Céline Del Genes, Chief Customer Experience at Decathlon, adds that the partnership is a key step in enhancing the customer experience. “We’re combining our expertise in fitness to ensure every user feels supported with their product,” she explains. “Our shared mission is to encourage everyone to get moving, explore the potential of sports, and discover its benefits.”
The collaboration between Decathlon and Freeletics represents a new direction for the fitness industry. It’s not just about selling equipment; it’s about creating a connected, customized, and engaging fitness experience. By working together, the two companies are poised to revolutionize the way people get fit.