If you haven't heard of Decathlon, you may well have heard of one of their brands. I saw Quechua backpacks being used everywhere in South America. Their branding is confusing—Quechua is one of 30 Decathlon brands, each aimed at a different area of the market. Quechua is for hiking and outdoor gear whereas Domyos is the gym range, from home gym to big equipment.
Domyos is a brand already popular in France, where the company started. The event started with a brief outline of how the brand began and how it has evolved, emphasising the importance of team members (staff who work in their stores) to the development of the products and the way they are marketed. Team members are fully trained in the products they are selling. I thought the whole process sounded very user friendly. You can buy products for every sport in one store and then watch online videos that give you ideas and tips on how to use the equipment.
This is a little better than both Adidas and Nike (6) and just for comparison, Primark scores just 3. All high street retailers will have similar scores to this, which isn’t great but could be worse. The team members who I spoke to at the event, including product managers from stores across the country, were all enthusiastic about the brand, the event, the products and their role in the company.
The tag lines of the evening were ACCESSIBLE, ADAPTABLE, PLAYFUL, CHALLENGING. The incredibly low prices, the easy-to-use website with added tools and thoughtfully designed products mean that I would recommend Domyos for your next gym outfit. Order online or why not pick up a new badminton racket, a tent and a treadmill while you’re visiting one of Decathlon's gigantic stores.
What’s your favourite fitness brand? And how is their ethical score?