Decathlon, the world's largest sporting good retail chain,[3][4] opened its first store in Lille, France, in 1976.[5] It now has about 1700 stores in 60 countries and territories.[6]
The sector contracted globally in 2007 and 2008, due to the loss of disposable income during the Global Financial Crisis.[2]
The sector contacted again in 2020, outside China, due to restrictions on outdoor and team sports during the COVID-19 pandemic. Many brands, retailers, and manufacturers failed to return a profit, and many households reduced physical activity due to reduced disposable income. However, demand for sportwear and indoor fitness equipment remained high.[2] The sector experienced significant growth in the immediate aftermath of the pandemic.[7]
In 2021, McKinsey & Company identified a shift away from conventional bricks and mortar retail to online shops requiring more agile supply chains and experiential retail offering unique experiences.[2] In the United States, Dick's Sporting Goods began trialling concept stores with specialties, or in-store experiences like golf putting green, wellness experts, yoga classes, rock climbing, batting cages, and equipment repair services.[8][9]
In the same report, McKinsey & Company also identified a strong market for sportswear, which was becoming both more lucrative and more competitive. This was partly due to the blurring of lines between active wear and casual wear.[2]
Also in 2021, Mintel has identified three potential growth areas: women's sporting goods; men's sportswear; and the marketing of premium brands, particularly to parents.[7]
In 2022, research in the United States found consumers were planning to spend less at sporting goods retailers due to rising costs of living and other prices.[10]
