Decathlon Membership Reflects a Growing Sports Economy

Summary: Decathlon Mexico’s loyalty program has surpassed 1.36 million members, demonstrating how omnichannel engagement, data-driven personalization and wellness incentives are becoming strategic growth drivers in Mexico’s retail and sports sectors ahead of the FIFA World Cup 2026. The expansion highlights increasing opportunities for retailers, sports technology providers and international partners, particularly French organizations, to invest in digital sports ecosystems, customer engagement and long-term sports infrastructure as Mexico’s sports economy continues to evolve.

Decathlon Mexico has surpassed 1.36 million members in its loyalty program, underscoring the growing role of customer engagement and wellness initiatives in the country's evolving sports economy as retailers and international organizations seek to capitalize on rising participation ahead of the FIFA World Cup 2026.

The privately held, family-owned company, headquartered in France and founded in 1976, said its relaunched "My Membership" program added more than 358,000 new members since July 2025. Identified members accounted for 52.16% of the company's revenue during 2025, highlighting the increasing commercial value of omnichannel loyalty platforms that combine retail purchases with digital engagement.

The milestone comes as Decathlon celebrates its 10th anniversary in Mexico, where the company has expanded its focus beyond traditional retail by rewarding both purchases and physical activity through connected sports applications.

"Our first decade in Mexico has reminded us that sports are better enjoyed as a community. People want to feel supported and recognized in their sporting activities. That is why we created Decathlon My Membership: yo be part of their daily lives and help them achieve their goals. We are convinced that, together through sport, we can make well-being accessible to everyone," said Miguel Sánchez, CEO, Decathlon Mexico.

The announcement also reflects broader market dynamics as companies increasingly use digital loyalty ecosystems to strengthen customer relationships while collecting data that supports personalized experiences and long-term engagement. 

Loyalty Programs Become Strategic Growth Drivers

As competition intensifies across Mexico's retail sector, companies are increasingly leveraging loyalty platforms to build recurring customer relationships rather than focusing exclusively on individual transactions. Decathlon's membership program operates across physical stores, its e-commerce platform and mobile application, allowing customers to accumulate points through purchases while also earning rewards for physical activity tracked through connected sports applications.

According to the company, members accumulated 1.84 billion loyalty points during the program's first 12 months. Users also earned more than 1.02 million benefit points after recording 51,000 hours of exercise through the Decathlon application. The company reported coupon redemption campaigns generated conversion rates of up to 70 times the value of each coupon issued, illustrating the effectiveness of combining transactional incentives with behavioral engagement.

The membership model follows a three-step process. Customers receive 500 welcome points after creating an account, earn one point for every peso spent across Decathlon's retail channels and receive an additional 20 points for every hour of weekly physical activity recorded through linked sports applications. Accumulated points can then be redeemed for discount coupons. 

France Seeks Long-Term Sports Partnerships

While hosting one of the world's largest sporting events, French organizations in Mexico are positioning themselves as long-term partners capable of supporting infrastructure development, digital transformation and innovation across the sports ecosystem.

Emilie Dyan, Director, Business France Mexico, said French companies showcased solutions ranging from digital officiating technologies and sports health software to specialized athletic equipment, drawing on operational experience gained during the Paris 2024 Olympic and Paralympic Games.

"We wanted to be present alongside our Mexican friends and partners as the FIFA World Cup begins. Our objective is to foster connections between French expertise and the dynamism of Mexican stakeholders," Dyan said. Leon said future investment opportunities extend beyond sporting events to include sports technology, wellness, data analytics, nutrition and inclusive entrepreneurship.

French Ambassador to Mexico Delphine Borione said that sports have become an increasingly important platform for bilateral cooperation. "Sports diplomacy is a vehicle for dialogue, cooperation and closer ties between our societies. The discussions at this summit demonstrate the shared conviction of France and Mexico that sport is now a strategic tool for public health, innovation, inclusion and economic development," Borione said.