Behind the scenes at Domyos international headquarters, a Decathlon brand, in Marcq-en-Barœul

By the admission of site director, Cédric Layat, not many employees opt for teleworking, even though they are authorized to do so when they wish. And for good reason: their professional environment is made in the mold of dashing American start-ups. « Coworking space » which serves as a cafeteria, with plant arrangements and fully equipped kitchens, large open spaces articulated to each other, laboratories, gym, and even a store. The headquarters of Domyos, Decathlon’s fitness brand, located in Marcq-en-Baroeul (Nord) looks like a giant playground.

But make no mistake: the 634 employees on site are not idle, and innovation is the key word in this anthill of talent, where average age does not exceed 33 years.

Nine sports disciplines represented

The more than 600 employees were 220 in 2017, and 60 at the start of the Domyos adventure, in 2008. From 12,000 m² in 2017, the site has grown to 20,000 m² in 2022. 2017 was also a pivotal year: following a workshop, it was decided that staff from the « Campus » as it is called internally, including Decathlon’s historic headquarters in Villeneuve-d’Ascq, would be transferred to Marcq-en-Barœul. Including a hundred product engineers.

The goal: “to go faster in the production” of Domyos items, continues Cédric Layat, and to give the place an international reputation.

Because it’s good at Decathlon Fitness Experience Center, as it is officially called, de Marcq, let it all play out. Enter here design of the items that will be marketed, the careful choice of materials, colors, the thoughts on what is most likely to appeal to global markets – and between China and Brazil, for example, the desires are not the same – the stakes are colossal. The 9 Domyos sports disciplines, including yoga, dance, combat sports (judo, boxing, etc.), cardio and soft training, are represented there. And for each of the products developed, nothing is left to chance.

« No product comes out if it has not been tested »

A “practice room” is dedicated to each sport. This is where the prototypes are tested. « No product comes out if it has not been tested, » says the director. Either by employees who work in the adjacent offices, or by models, or by customers of the gym which is located on 1^er stage. This room is also open to outsiders, who pay €7 for a course among the 300 offered each week, or take out a subscription without obligation.

They are aware that “they can be observed by the product managers at any time”, who come to target the needs for future collections.

For the yoga room, for example, a real session takes place, with participants using leggings, cushions, etc. According to the remarks of each other, it is up to the field test engineers to validate or not the product. A third of the prototypes tested are rejected, on average. But not definitively: they may be relevant in 3, 5 years or more; the Domyos teams giving themselves visibility, in terms of creation, over around 10 years, explains Cédric Layat.

In the weeks to come, a major challenge awaits him: the fitness sales managers of the countries where the brand is distributed come to the Marcq-en-Barœul site to choose the products that will populate their stores. From Asia to America. This is the ritual, twice a year.

An astonishing area, completely reproduced on the model of real Decathlon stores, is also on display.

« Sales managers choose by modules [blocs d’articles, NDLR]. It is impossible to take an article here, an article there. »

The temple of components, chosen according to « use »

Another intriguing space: the “textile division”, at 1^er stage. It is the temple of materials, with references by the thousands, which make up the articles worldwide and for all the Decathlon brands (Quechua, Kipsta, Wed’ze, etc.). “All the components are here. From natural, to natural step, from stretch, to threads… »

The technique of the Decathlon teams is not to start from the component to design, but from the needs of the users depending on the discipline. Thus, in their choice, managers are guided by the use that the customer will make of it, and first ask to have “breathability, impermeability or elasticity”, explains Cédric Layat.

The trendy side comes second.

A detour via the extension of the site, a newly created building in which the new arrivals from Villeneuve-d’Ascq moved in September 2022. There are 64 sewing stations. The final products come out of the room, having passed all the stages of the production process.

A model is created here, in all sizes, and is reproduced identically in workshops scattered around the world, such as in Portugal or Morocco.

On the ground floor, labs test the resistance of the product : thus, it may have passed through several washing machines, like all those that may exist in homes around the world, and must come out intact.

As we told you, nothing, absolutely nothing, is left to chance.

Attract a younger clientele

The “seamless” office, where bras, socks and hats are worked on, bridges the gap between the two buildings, before arriving at the “soft training” teams. These are working on the modernization of the collections, to attract younger customers, because the director does not hide it: the buyer at Decathlon is aging. 47 years old on average.

On the models, more in tune with the times, with tattoos in particular, the looks consist more of crop tops, hoodies oversizedetc.

Finally, our tour ends with another concept, brand new: the positioning of the articles. Thus, parts of the house are recreated, as they are at a certain large blue and yellow Swedish brand. The Domyos cushion, with the essentials for the Pilates class tucked inside, blends in perfectly with the false living room, as does the bench which can be transformed into a rowing machine in two stages, three movements, or even the yoga mat which acts as a frame (you can affix the photo or image of your choice).

The exit from the site is through the main door, which overlooks the store. With a large part of Domyos clothing and accessories, and even energy food, it is open to the public.

The backstage described, unfortunately, cannot be visited. But knowing that everything stored there has been thought out from the back is bound to make the experience a little different.

Decathlon Fitness Experience Center, with its Domyos store and gym, 1, allée des Olympiades, 59 700 Marcq-en-Barœul.

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