Growth
Decathlon against its category
The biggest tracked UK sporting goods store chains by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Decathlon's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
S
Sports Direct
|
-6.4% |
| 2 |
G
GO Outdoors
|
+10.9% |
| 3 |
D
Decathlon
|
+8.3% |
| 4 |
A
American Golf
|
+3.9% |
| 5 | J JJB Sports | -34.9% |
| 6 | T The Sportsman | +14.0% |
| 7 | S Sportack Saddlery | +4.7% |
| 8 |
B
Brentford FC
|
-20.1% |
| 9 | M Mole Avon Country Stores | - |
| 10 | A Aston Villa FC Shop | - |
Share of tracked category spend, indexed
Store footprint
Store map
49 tracked Decathlon locations across 12 of the UK's 12 regions and nations.
Tracked stores by region
- South East 11
- London 8
- North West 7
- Scotland 6
- West Midlands 4
- East of England 3
- Yorkshire and The Humber 3
- East Midlands 2
- South West 2
- North East 1
- Northern Ireland 1
- Wales 1
Customer overlap
Who shops at Decathlon
Tracked chains Decathlon customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
S
Sainsbury's Fuel
56
Sainsbury's Fuel
56
T
Tesco Fuel
55
Tesco Fuel
55
I
IKEA Restaurant
53
IKEA Restaurant
53
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