Decathlon steps up push despite losses

By the Editorial Team · Monday, October 26, 2026

Decathlon has posted cumulative losses of around $100 million in Australia since its 2017 entry but remains committed to the market, reducing stores to six and focusing on affordable sporting goods. The company is now investing in community engagement events and competitive pricing strategies to attract cost-conscious consumers amid ongoing cost-of-living pressures.

Decathlon, the French sporting goods retailer, is continuing its commitment to the Australian market despite accumulating significant losses since its entry in 2017. The company has posted cumulative losses of approximately $100 million, including a $21 million loss in 2025, up from $17.9 million the previous year. Revenue remained flat at $35 million in 2025, while the number of stores has been reduced by one-third to six locations.

Danny Sekulich, Decathlon’s Australian country head, expressed optimism about the company’s future in Australia, citing the current cost-of-living pressures as an opportunity for the retailer to position itself as a more affordable alternative in the sporting goods sector. He described Decathlon as the “Aldi of sporting goods,” highlighting the competitive pricing of the company’s products. For instance, Sekulich noted that the Kipstorm Elite running shoe is priced 42 percent cheaper than the nearest competitor. He said customers appreciate the quality and technology behind Decathlon products but are often unwilling to pay premium prices found elsewhere.

Decathlon aims to appeal to price-conscious consumers by offering a broad range of sporting equipment at significantly lower prices. According to Sekulich, customers can purchase an entire skiing outfit at Decathlon for about the price of a single set of skis at other major retailers. Similar value propositions apply to gear for running and cycling.

Despite these competitive advantages, the company acknowledges the need to engage more directly with consumers to boost sales. To that end, Decathlon has introduced “Little Legends Sports Parties” at its Tempe store in Sydney. These free, one-hour events allow parents to book parties for up to 15 children, featuring activities such as soccer, dodgeball, relay races, and soft archery. Each child receives a sports gear party bag, and parents are offered free coffee. Sekulich stated that this approach aims to build stronger connections with families, citing a conversion rate of approximately 48 percent for customers visiting the stores.

Globally, Decathlon remains the largest sporting goods retailer, with 1,900 stores across 80 countries and sales totaling €16.8 billion ($26.8 billion). The company also sponsors its own Tour de France cycling team. While initial expectations were high when Decathlon first entered the Australian market, results have fallen short of forecasts, prompting significant operational changes in recent years.

Sekulich affirmed the company’s ongoing commitment to Australia, noting a transformation process underway since he took leadership 18 months ago. “We have had to make some really strong decisions in order to adjust the model,” he said. Despite current challenges, Decathlon is investing in strategies it hopes will yield long-term growth in the competitive Australian sporting goods market.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.