Decathlon UK launches revolutionary sport activity platform


The world’s biggest sports retailer Decathlon, has announced the launch of its new Sport Activity and Advice Platform, PLAY, a platform that shares information on every sport, as well as connecting external gyms, studios and sport classes to their large UK-wide database of active sports people.

PLAY is set to be a true ecosystem, promoting sports as an experience and sports advice through connections and interactions between Decathlon customers and partners alike.

Since its founding in 1976, Decathlon has innovated, designed and manufactured its own brands for each individual sport. With more than 1,600 stores in 54 countries around the world, the company offers sports lovers of all levels affordable, quality gear in over 100 sports categories, ranging from cycling, running, and snowboarding, to fishing, basketball and golf.

PLAY’s key technical partner is the London based fit-tech start up imin, an alumni from ActiveLab - ukactive’s global launchpad for innovation in physical activity.

Nish Desai, co-founder of imin, comments: “Our partnership with a household name like Decathlon provides huge momentum for imin and the wider OpenActive community.

“We are very excited to support Decathlon in their efforts to help more people easily and quickly find and book physical activities.”

“Sport and physical activity has the ability to positively impact society across the world, and international brands like Decathlon are perfectly placed to make physical activity accessible to all.”

Gareth Welsh, Head of Partnerships at Decathlon UK, added: “In order to make the PLAY project a success, we are rethinking and reinventing new ways to connect with the external world - beyond our stores. This new sports experience platform is our innovative approach to create more value and opportunity to generate more touch points with more sports people.

“It’s simply impossible to solve this problem alone; therefore we must open up our eco-system, to partner with local fitness providers and find the best solution to ensure physical activity is more and more accessible for all.”

Decathlon has chosen Fusion Lifestyle as the leisure operator launch partner for its new PLAY platform - a pioneering leisure operator and a registered charity, Fusion Lifestyle works in partnership with local authorities, schools and colleges, and other public sector organisations, to provide recreational sport, health and fitness activities to local communities and offers a seemless booking experience for users of Decathlon’s PLAY platform.

Dean Armoogum, Fusion Lifestyle's Head of Marketing, Digital & CRM, said: " Through our collaboration with imin, we've been able to work with a number of public sector organisations in the attempt to reach new audiences - but now, with Decathlon as the first major private sector brand to come aboard, we're really excited about the potential this holds to get more people more active, and a sign of things to come as OpenActive continues to gain momentum"

Since soft launch, the PLAY Sport Platform now has over 800 articles and 5100 activities hosted per week, with this set to grow in coming months.

PLAY are actively looking for all types of partnerships with activity providers of all sizes - interested partners can find out more at or by emailing

For more information, visit and

About Decathlon

Decathlon has been founded in 1976 in Lille, France, with Decathlon UK being launched in 1999. It sells a range of sporting equipment from bikes to running shoes, ideal for those who would like to try a new sport or excel their performance. 

Within the UK, Decathlon UK deals with the retail and operational side (combining our stores, warehouse and Head Office), while its sister company, Sportstock, deals with the Real Estate part (the purchase, sale and letting of properties).

About imin

imin is a leading fit-tech startup based in London. Since its founding year in 2014, their mission is to help the whole sector to work in more connected ways to get people more active.

In 2015, they founded OpenActive, now a sector wide government funded initiative to open up more physical activity data, and today their technology is used by leading organisations to help more people find and book activities, making available over 3 million physical activity sessions every year from all over the UK.

About ActiveLab

ActiveLab is ukactive’s global launchpad for innovation in physical activity – working with fitness technology (fit-tech) businesses to help them scale, large organisations to help them adopt technology and researchers to determine the impact of technology on physical activity.

ActiveLab’s accelerator programme helps businesses scale throughout the UK market by providing the expertise, connections and actionable insight needed to do so – delivered via a series of workshops, networking events, 1:1 mentorship and large-scale sector events.

About Fusion Lifestyle

Fusion Lifestyle was established in April 2000 following a decision by a London Borough Council to outsource the management of the leisure facilities. Fusion now manages a diverse portfolio of facilities nationwide, using their specialist expertise to provide sustainable solutions for councils and exciting products and programmes for their customers.

Fusion is a registered charity, there are therefore no shareholders. We are able to continually reinvest in facilities, products and importantly people. Our Board of Trustees volunteer their time and guide decision making, they have a wealth of expertise and experience and a genuine interest in health and wellbeing.

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