As one of the world’s largest sports retailers, Decathlon wanted to shift from selling more products to building circular services that extend product lifetimes. Together, we developed the strategy and communication for the German launch of repair, buyback, and second-use programs. The results: 120,000+ repairs completed, +4.7% revenue growth, and doubled customer loyalty—with returning customers spending twice as much as others.
Decathlon recognized early that both customers and regulators would demand more sustainable business models. The challenge: services like repair or buyback only succeed if they’re as convenient and attractive as buying new. Without the right strategy and storytelling, circular services risked remaining side offers—missing the chance to unlock new revenue streams and customer loyalty.
Decathlon recognized early that both customers and regulators would demand more sustainable business models. The challenge: services like repair or buyback only succeed if they’re as convenient and attractive as buying new. Without the right strategy and storytelling, circular services risked remaining side offers—missing the chance to unlock new revenue streams and customer loyalty.
We built an integrated Circular Services strategy and guided the rollout across all touchpoints. Together with Decathlon Germany, we optimized the customer journey, adapted internal processes, and crafted a strong narrative to communicate the benefits of circular services. Online, services were made visible alongside new products; in-store, they were staged emotionally and promoted through targeted communication. Workshops, mapping, and testing ensured that the services felt simple, accessible, and part of the everyday shopping experience.
We built an integrated Circular Services strategy and guided the rollout across all touchpoints. Together with Decathlon Germany, we optimized the customer journey, adapted internal processes, and crafted a strong narrative to communicate the benefits of circular services. Online, services were made visible alongside new products; in-store, they were staged emotionally and promoted through targeted communication. Workshops, mapping, and testing ensured that the services felt simple, accessible, and part of the everyday shopping experience.
The Circular Services quickly proved to be a growth engine. 120,000+ repairs were completed in the first phase, revenue increased by 4.7%, and loyalty doubled: customers who used circular services came back twice as often and spent twice as much. Beyond financials, Decathlon strengthened its image as an innovative and responsible brand. With new workshops across Germany—even repairing third-party products—the company is positioning itself to become the market leader for circular sport services.
The Circular Services quickly proved to be a growth engine. 120,000+ repairs were completed in the first phase, revenue increased by 4.7%, and loyalty doubled: customers who used circular services came back twice as often and spent twice as much. Beyond financials, Decathlon strengthened its image as an innovative and responsible brand. With new workshops across Germany—even repairing third-party products—the company is positioning itself to become the market leader for circular sport services.
“Circular services like Buy Back and Repair are our new focus—their success is crucial for reaching our climate goals. With NEW STANDARD.S we were able to get them on track and communicate them effectively.”
— Decathlon Germany
“We need to move beyond pilots and experiments. Our partnership with Decathlon proves that circular services are ready for scale and reach a broad audience when done right.”
— Maximilian Mauracher, Circular Strategist
