Decathlon UK has set an ambitious target: cut carbon emissions by 53% by 2026. While the global sports retailer is already making big strides in sustainable production — from using renewable energy in factories to sourcing eco-friendly materials — the real leap forward comes from rethinking how products are used.
That’s where rentals come in. Moving from a linear to a circular business model allows Decathlon to reduce manufacturing volumes, extend product life, and make sports more accessible to more people — all while lowering its environmental impact.
We had the pleasure of interviewing Sharon Poulter, Commercial Manager and Lead of Rentals in Decathlon UK's Sustainability Team, to learn more about how they plan to reinforce their core mission: getting people more active in a sustainable way and reducing their impact on the planet.
Renting helps us reach a new generation of customers — people who care about sustainability, live in smaller spaces, or want to try different sports without owning all the gear
- Sharon Poulter, Commercial Manager and Lead of Rentals at Decathlon UK
For decades, Decathlon’s mission has been simple: make sports available to everyone. Designing and manufacturing their own products has kept prices affordable: "Because our brands operate and specialize in different sports based on their location, we’re able to work directly with the supplier and work on things like how to make most efficient use of different materials — in return the efficient use of fabric allows us to order less, which allows us to lower the price as well." Poulter explains.
But Poulter and her team saw an opportunity to go further.
Renting opens the door for new kinds of customers , from urban dwellers to younger, eco-conscious audiences, who value experiences over ownership. “You can try cycling one weekend and paddle boarding the next,” says Poulter. “We want to change how people access sport.”
The rental model makes a strong case for helping Decathlon fulfill its mission; moving from selling to renting will allow them to produce fewer products, which will help with the mission to reduce carbon emissions. All while making sports even more accessible than before and reaching that sporty and sustainably conscious generation.
Renting will allow us to help more people get active.
- Sharon Poulter, Commercial Manager and Lead of Rentals at Decathlon UK
Another important aspect that renting enables Decathlon is an increase in its visibility and customers’ confidence in its products. Poulter highlighted that, especially in the age of social media, organic communication is vital.
With renting, the products are constantly being used, and people are excited to post and share their latest adventures, which helps Decathlon increase its brand's exposure. In return, it helps change people's perception of the products and build confidence that despite the affordable price point, Decathlon produces high-quality products.
"Our products are designed by in-house teams of experts across the world, undergoing many years of research and development before they reach the market. We’re confident that with customers experiencing our products through this new rental programme, more people will come to appreciate the quality and durability of our offer." Poulter says.
When Decathlon UK began exploring rental solutions, TWICE stood out — not just as a platform, but as a partner.
Usually, you just buy software and plug it in. With TWICE, it feels like a true partnership. The team listens, adapts, and builds what we need to succeed.
- Sharon Poulter, Commercial Manager and Lead of Rentals at Decathlon UK
TWICE’s transparent development process and responsive support team helped Decathlon UK launch its first rental location in Poole during peak season — one of the busiest weekends of the year. Despite the pressure, the rollout was seamless, with TWICE’s live chat support and setup guidance ensuring smooth operations from day one.
The pilot focused on water sports rentals, driven by a surge in staycations and outdoor activity. The success of this first step is paving the way for wider adoption across categories and store locations.
“Even launching mid-season, everything ran smoothly,” Poulter says. “Our team was confident using the system within days — and that gave me the peace of mind to focus on scaling the program.”
Poulter recognizes that store managers might not prioritize incorporating a new business model into their existing operations. However, this trial's success, combined with centralized rental hubs, will make it easier for more stakeholders to introduce this new service to the public.
While it might take some time to get people used to the idea of Decathlon doing rentals, there are endless opportunities to introduce different rental products and models, especially with the right tools at hand that help make the complex processes easier. "I've been very impressed with Twice and the overall level of patience and professionalism. The tech team has worked wonders and like I said, despite us launching during peak season, the chat support and overall interaction with Twice's team have been incredible, and have made implementing this new model super easy for us."
While the Decathlon Rental program is currently on pause, Sharon and her team plans to expand their circular offering and introduce repair and Second Life programs. For Poulter, the goal is clear: make circular commerce a core part of how Decathlon operates.
Renting won’t compete with sales — it complements them. Over time, we want rentals, repairs, and resale to replace a portion of traditional sales. That’s how we build a more sustainable business model.
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