Swiss retailer Intersport introduces 'Grow Together Faster' strategy

The global sporting goods retailer Intersport has introduced a new strategy ‘Grow Together Faster’. In recent years, the Intersport Group has managed to strengthen its position in most of the markets in which it operates. Despite challenging conditions, Intersport Group was able to show consistent growth, and the outlook for 2023 is again promising.

Following the election of a new board of management in September 2022, and despite the performance of the group, the post-pandemic world made Intersport Group realise that a transformation process had to be initiated, to be better prepared for all the challenges it faces towards the future. Therefore, the group prepared a new strategy called ‘Grow Together Faster’ to ensure that the current success can continue, it said in a press release.

The Intersport Group has set very ambitious short and midterm goals and objectives for the period up to 2026 and aims to be the preferred choice for all consumers, and tasks itself to connect everyone to the benefits of sport, health, and wellness. To achieve this, new business models which drive growth and profitability for all, need to be further implemented. To accelerate this endeavour, the Intersport International Corporation (IIC) processes and services will be streamlined and optimised.

Recently, a thorough analysis of the sporting goods market, changing consumer behaviour, the group's omni-channel strategy and the organisational structure at IIC took place, in conjunction with all leaders of the Intersport Group. One of the outcomes of this exercise was that the group needs a new strategy and a new organisational and operational set up at IIC in order to make a greater impact on consumers and to become more efficient. At the heart of the new operating model is a sharper focus on strengthening the cooperative culture, with intensified bottom-up collaboration across the group, and a more unified tone of voice towards the consumer and the industry. In the coming years there will be a greater focus on a set of strategic priorities, with an increased repositioning on omni-channel excellence and Environmental and Social Governance (ESG). A new organisation has been put in place at IIC to become a greater value provider for the National Organisations (N/Os) through a new mindset, the introduction of new technologies and the recruitment of new skills, the release added.

The main objectives and targets set forth in the new strategy can be summarised as follows: Accelerate growth together with all N/Os, their members and strategic brand partners, to achieve maximum market potential in all Intersport markets; enhance agility, i.e., reacting faster to trends and being the consumer's first choice in every country by leveraging the proximity of local entrepreneurs to consumers, combined with their expertise, which is critical to the group success; strengthen governance to leverage the expertise of N/Os and adopt a truly collaborative approach; involve more representatives from N/Os to enhance cooperation and coordination within the Intersport Group; and commit to environmental and social governance (ESG), whereby initiatives for strong and positive impact are anchored in all aspects of business.

"We have a huge global ambition for Intersport to be the first choice for the consumers and the preferred partner for the Sporting Goods industry. This is why we decided to start a transformation process for our group to be ready for the challenges of the future. The Intersport Group's greatest competitive advantage is to have local and committed entrepreneurs, who are in close daily contact with their markets and their consumers to fulfil their specific expectations. We strongly believe that by leveraging the expertise and best practices of each country, we can achieve our ambitious global goals and continue to offer the best products and services to our local consumers to gain their preference,” chairman of IIC, Corinne Gensollen, said.

"With the implementation of the new strategy ‘Grow Together Faster’, the group will be unified and define its plans and solutions in a true bottom-up approach. With this approach, the Intersport Group is well prepared for the future,” said CEO of IIC, Steve Evers.