Intersport Germany has posted record sales of €3.31 billion for the fiscal year 2021/2022, the highest figure in the company’s history. Sounds familiar? Precisely the same result was reported a few days ago by competitor Sport 2000. Intersport Germany emerged from the 2021/2022 fiscal year, which ended on Sept. 30, 2022, with a 25 percent growth. According to the group, this is due to the performance of the business model and, above all, the significant successes of implementing the “Best in Sports“ strategy.
Outdoor and Sportstyle are the post-pandemic favorites
Intersport also attributes the strong growth to the fact that during and after the Covid pandemic, health and well-being topics have become much more important in society. The largest product category, Outdoor, grew by 13 percent last year. Running was also in high demand in 2021/2022 and has developed from a pure summer sport into an all-year-round theme, with female runners, in particular, having gained significant market share. Intersport was also pleased with the renaissance of team sports (+39%). As far as winter sports are concerned, sales rose rapidly by almost 200 percent due to catch-up effects. Bike was also a strong growth driver (+77%).
The topic of sustainability experienced greater significance within all categories. “We continued to strongly expand our range of sustainable products and introduced our own sustainability label, ‘Green Series,’ to our exclusive brands in summer 2022,” said COO Frank Geisler. In the spring/summer 2023 collection, 67 percent of the exclusive brand products already had sustainable components, and 21 percent even met the company’s own label requirements.
Efficiency and digitization are key advantages
“Despite the multi-crisis environment, our retailers invested around €12.5 million in the modernization of their existing locations and the expansion of new, modern omnichannel sports experience worlds in the past fiscal year alone,” explained Dr. Alexander v. Preen, CEO of Intersport Germany. “Another €12 million are planned for the current fiscal year.”
Given the war in Ukraine and the continuing disruption of supply chains, Intersport benefited greatly from digitalizing the supply and entire value chain with all its interfaces in fiscal 21/22: “The efficiency gains and digitalized logistics processes have clearly increased our resilience. Our modern digital solutions and interfaces are a clear advantage for our suppliers, dealer network, and customers,” said Thomas Storck, deputy CEO. “Our ability to play out campaigns in a 360-degree approach, including through our Intersport Marketing Services unit, is a clear advantage for customers, retailers and our industry partners.”
Intersport wants to remain industry partner no.1
According to Geisler, the holistic approach of the store formats enables greater efficiency for all Intersport retailers. Attractive shopping environments with a clear focus on expertise in the product categories and targeted service offerings are at the heart of the integrated concept. He said this has continued to prove successful with participating retailers in the past year. This is accompanied by supporting services for existing customer development and new customer acquisition in the omnichannel. “This approach benefits our industry partners, dealers, and, of course, first and foremost, our customers. We are thus offering more growth and profitability in an exclusive and unique environment.”
Growth targets for 2026 and 2030
Intersport is pursuing an ambitious organic and inorganic expansion strategy through 2030 as part of its Best in Sports 2.0. strategy. In doing so, Intersport Germany aims to grow faster than the market, both stationary and online: “We are optimistic that we will achieve annual growth of well over 5 percent by 2026. We will primarily benefit from developing our 360° Intersport ecosystem, from new omnichannel services and the further, broad rollout of store formats for our retailers,” Geisler explained. Until 2026, Intersport will push its position as a qualitative market leader for all topics related to sports and health. The goal is to continue to develop as Germany’s most competent sports marketplace – with top brands and a unique portfolio of exclusive brands. Part of the growth plans is the company’s omnichannel strategy. “Our goal is clear: Intersport will continue to be the strong partner for customers, industry partners and retailers in 2026 – with and without the Intersport banner. By 2030, we want to anchor sustainability along Intersport’s entire value chain and thus be the most sustainable sports retailer. Intersport is already more digital, more efficient and more sustainable today than in 2019,” said von Preen. Around 1,700 stores are currently affiliated with the Intersport network across Germany, and about 460 operate under the Intersport name.
