Global sports retailer, Decathlon, has partnered with fitness app, Freeletics, to offer a training solution that combines a new range of equipment and AI-generated coaching for a personalised experience.
Decathlon – which has 1,750 stores worldwide, selling a wide range of exercise and sports products – identified that almost 70 per cent of the users of fitness equipment purchased in its outlets don't know how to use it properly or integrate it effectively into their routine. As a result, almost 50 per cent reduce or abandon their training after just three months.
The five-year partnership will see the launch of equipment branded as Decathlon x Freeletics, which comes with Freeletics programming. Those buying the equipment will either get a free three-month subscription, or a 50 per cent Freeletics subscription (from Q2).
Launched on 7 April, the first product is a pack of three training bands and by the end of 2026, more than 100 fitness products will benefit from this equipment and coaching offer.
Freeletics – which has a presence in 175 countries – will adapt its training to the equipment and Decathlon will fine-tune its product offering to meet the real needs of practitioners. In addition to strength training and cross-training, the goal is to expand the range of sports practices in product offerings and coaching, including yoga, Pilates, cardio-boxing and nutrition advice.
"Many abandon fitness due to a lack of guidance or motivation,” says Daniel Sobhani, CEO of Freeletics. “With this partnership, we're breaking down these barriers, offering ultra-personalised coaching, accessible anywhere, anytime and with the right equipment.”
Céline Del Genes, head of customer experience at Decathlon says: "This partnership marks a decisive step in our commitment to enriching our customers’ experience. We're combining our deep fitness expertise to ensure every user feels supported when it comes to using their product.
“Decathlon and Freeletics share the same mission: to encourage everyone to move, explore the potential of exercise and experience its benefits," she said. “This partnership is also part of a strong sustainable approach: strategically, by tackling this key challenge, we're empowering our customers to maximise their product value and effectively meet their objectives.
