Decathlon vs iFIT

Home Workout Creates New Sales Potential for Sports Retailers and Apps

A YouGov study reveals that home workouts have become a significant part of the German fitness market, with 19% of consumers training independently versus 22% at gyms. This trend is especially strong among high-income households, where 23% train on their own. The majority (74%) of self-trainers use equipment, and 27% use fitness apps, presenting new physical and digital sales opportunities. Retailers like Decathlon are well-positioned, with 30% of self-trainers considering them for their next purchase. The study highlights the growing importance of combining physical products with digital services to cater to this segment.

• 19% of German consumers train independently, compared to 22% who are gym members.
• 23% of consumers with incomes over 200% of the median train on their own, versus 18% with lower incomes.
• 74% of self-trainers use equipment or typical sports gear; 27% use fitness apps.

Decathlon Subsidiary Bergfreunde Automates Customer Service

Bergfreunde, a Decathlon subsidiary and pure-play online retailer, is implementing cautious automation in its customer service while retaining personal advice. The article notes Bergfreunde operates as a specialist online shop, reporting an annual turnover of about €370 million and shipping roughly 10,000–15,000 packages per day. Christian Nkulikiyinka is identified as Head of Customer Service at Bergfreunde. The story frames the company’s approach as a measured automation of support processes rather than full replacement of human advisers.

• Bergfreunde is described as a Decathlon subsidiary.
• Bergfreunde applies cautious/gradual automation in its customer service.
• Bergfreunde reports an annual revenue of around €370 million.

iFIT Debuts 'Ashley's Impossible Year,' a Four-Part Documentary Series Chronicling Ultrarunner Ashley Paulson's Bid to Conquer 1,000 Miles of the World's Toughest Trail Races in a Single Year

iFIT's new documentary series follows ultrarunner Ashley Paulson as she takes on four of the world's toughest ultra races in one year. The series chronicles her training and races mile by mile.

iFIT Makes Fast Company’s Eighth Annual List of the Best Workplaces for Innovators in Emerging Enterprise

Fast Company announced its eighth annual Best Workplaces for Innovators list, recognizing businesses that are creating cultures where innovation can thrive at every level. iFIT Inc., a global leader in interactive fitness technology and connected content, earned a spot as a winner in the Emerging Enterprise: 201-999 Employees Category for its recent expansion into connected Pilates.

740 Miles, Four Races, One Season: Inside Ashley Paulson's Impossible Year

iFIT Trainer Ashley Paulson is racing four ultramarathons this year and turning her Impossible Year into training series you can follow at any distance.