Domyos or the fitness revolution - Innovation in services

A French company specialised in the design and distribution of sports goods, Decathlon came into being in 1976 with a very simple idea: equip all sports enthusiasts with sports equipment under one ...

Author(s):

Sabine Flambard-Ruaud

EDHEC Business School

Véronique Boulocher

EDHEC Business School

Peter Daly

EDHEC Business School

A French company specialised in the design and distribution of sports goods, Decathlon came into being in 1976 with a very simple idea: equip all sports enthusiasts with sports equipment under one roof at the best price. The "Passion" brand conceives the products, Decathlon distributes them.
Founded in 1998, Domyos is the "Passion" brand dedicated to fitness, dance, weight training and martial arts Decathlon's desire is to become the global leader on the fitness market and to make Domyos the preferred brand of sports enthusiasts worldwide. In order to achieve this, the company must innovate.
At the beginning of 2015, Charlotte Poumaere is not only looking for new ideas that would extend the existing market, but she is also looking at ways to create new business opportunities for the Domyos brand. Her priority as Product Manager for Energy Body - Men & Women, is the development of the Energy Body Experience, which corresponds to practices to release energy, to relax, recharge ones batteries, exceed ones limit... all the while having fun! She wants to develop a visionary offer on the French market, which will then be extended globally:
- What could be the new Body Energy practice of the future, focusing on sensations/adrenaline while being fun and entertaining, and combining courses, service, textile and communication?
- How can we make the Body Energy experience a real phenomenon that brings together different sexes, age groups, etc. while respecting the values of the Domyos brand?

Type: Case Study
Date: le 01/06/2015

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