How Decathlon plans to reach one billion customers by 2030s

Decathlon could be celebrating its 50th anniversary in peace: the French sports retailer’s revenue continued to grow last year, and profits rose even faster. Instead, CEO Javier López is raising the bar: the chain aims to reach more than 2 billion people within ten years.

One-fifth online

In 2025, Decathlon achieved a gross merchandise volume of 20.7 billion euros, representing a 7.1% increase. Net revenue rose by 4% to 16.8 billion euros at constant exchange rates. But profitability, in particular, improved significantly: operating profit (EBITDA) rose by 21% to 1.8 billion euros, while net profit increased by 16% to 910 million euros.