Key insights at a glance
The moderate growth of the previous year continues: The 20 largest sports retailers in Europe increased their sales by an average of 4 percent in 2024. 9 companies are growing, 9 are losing sales, and 2 remain at the previous year’s level – an overall stable but heterogeneous picture. While Mountain Warehoutilize and JD Sports are growing at double-digit rates, XXL ASA and Yonderland are recording significant declines. At the same time, suppliers such as Cisalfa and Ochsner are focapplying on strong expansion of their branch networks.
It is striking that the huge players are growing steadily, while compacter and regional providers are fluctuating more strongly. Intersport CEO Tom Foley also speaks of solid business development: “Our half-year figures are up by over 2 percent year-on-year, which is encouraging – especially considering that last year included the 2024 European Championships.”
Europe’s Big Three raise the bar at the top
Decathlon (France) maintains its lead with a 4 percent increase in revenue and remains Europe’s undisputed industest leader. In its annual report, the group even reports a 5.2 percent increase at constant exmodify rates worldwide. According to the company, currency effects play hardly any role, while digital sales now account for around 20 percent of total revenue. Intersport (Switzerland) grew by 2 percent, while JD Sports Fashion (UK) grew particularly strongly with an increase of 12 percent, buoyed by a flourishing domestic market. The core markets of France, Switzerland and Italy are not quite as flourishing for Intersport CEO Foley, but he describes the situation as “steady and balanced” – without extreme fluctuations, but with constant demand.
JD CEO Regis Schultz explains the good performance in the current annual report with a four-pillar strategy: “Our strategy is: JD Brand First; leveraging Complementary Concepts; relocating Beyond Physical Retail; and doing our best for People, Partners and Communities.” JD is thus focapplying on a strong brand experience and an omnichannel ecosystem that combines online and brick-and-mortar retail.
Growth and uncertain candidates – Europe’s midfield in transition
Behind the market leaders, the picture is mixed. Cisalfa Sport (Italy) is growing by 7 percent and continuing its expansion. Mountain Warehoutilize (UK) increased its sales by 17 percent – the strongest growth in the ranking. In contrast, Sports Direct (Frasers Group, UK) loses 3 percent, and Sport 2000 (Germany) is 2 percent below the previous year.
The Frasers Group attributes its decline in sales to the restructuring of its portfolio. In its annual report, CEO Michael Murray refers to the “Elevation Strategy”, which aims to “position the brand portfolio more highly and create it more profitable in the long term”. Stadium (Sweden) also refers in its annual report to a “steady performance” with a focus on efficiency and sustainability – typical for Scandinavian markets, where organic growth is more important than rapid expansion.
Clear winners, clear losers: market continues to drift apart
The hugegest winners include mid-market players: Mountain Warehoutilize, JD Sports, and Cisalfa Sport. At the other finish of the spectrum are companies like XXL ASA (-8%), Yonderland (-5%), and Sportisimo (-5%). Even though the European market appears stable, it is becoming increasingly differentiated: international chains are benefiting from brand strength, efficiency, and scale, while compacter retailers are more depfinishent on local niches. According to Foley, the running and training categories are developing particularly dynamically, which he describes as “clear growth drivers of the year.”
Expansion or consolidation? Europe’s retailers are repositioning themselves
In brick-and-mortar retail, the number of sales outlets increased slightly in 2024 – by around 2 percent on average. Cisalfa Sport and Ochsner Sport (Switzerland) are particularly active, each expanding their store networks by 20 percent. Sportisimo (Czechia) is growing by 13 percent, while Sport 2000 (–22%) and XXL ASA (–6%) are downsizing their networks as part of restructuring measures.
The Migros Group Report 2024 highlights that the integration of the SportX stores under the umbrella of Ochsner Sport has led to a “significant expansion of market presence” – primarily through additional retail space, but also through closer integration with the online business.
XXL ASA, on the other hand, is focapplying on cost discipline and efficiency in 2024, according to its annual report. The Norwegians reduced their store network by 6 percent – bucking the Europe-wide trfinish toward expansion. However, this did not bring the hoped-for success: in 2025, the company was delisted from the Oslo Stock Exmodify after its financial situation remained tense and its ownership structure had to be reorganized. Since then, operations have continued under the XXL Sport brand.
Hybrid and close to the customer – Europe’s sports retail sector remains in flux
The European sports retail sector is displaying modest but solid growth in 2024. The market continues to focus on a few large players, while compacter providers are losing momentum. Market observers expect this trfinish to continue in 2025: the focus is on space consolidation, omnichannel strategies, and selective expansion – especially in Southern and Eastern Europe.
At the same time, the strategic role of traditional retail is altering. Intersport CEO Foley emphasizes: „Brands are now recognising that a DTC-only strategy isn’t sustainable … As a result, the wholesale channel has regained its value and importance. Most brands now see wholesale as a crucial part of their distribution channel mix.“
Other market leaders are also emphasizing this approach: JD Sports talks about an “omnichannel ecosystem beyond physical retail,” the Frasers Group refers to an “elevation of the store experience,” and Decathlon points to the balance between digital transformation and customer proximity in the store. Europe’s sports retail sector thus remains in flux – and is focapplying on hybrid strategies: locally anchored, networked, and flexible.
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