Doug McMillon, CEO of Walmart Inc., is set to retire after a decade at the helm, and John Furner, the company’s President and COO, will succeed him. The leadership change has major implications for sporting goods companies, from supply chain strategy to pricing and distribution at a retail giant.
On Nov. 17, 2025, Walmart announced that Doug McMillon will step down as CEO, with John Furner, currently COO and President for U.S. e-commerce, designated as his successor. McMillon will remain in his current role through the end of the first quarter of fiscal 2026 to ensure a smooth transition.
Why it matters for the sporting goods industry
Walmart is one of the largest retail distribution points for sporting goods – from entry-level fitness gear to budget athletic apparel. A new CEO could reshape how Walmart negotiates with suppliers, potentially altering order volume, pricing pressure, and inventory allocations. Sporting goods brands that rely heavily on Walmart for scale may need to revamp their go-to-market strategies under the new leadership.
Under McMillon, Walmart aggressively expanded its online business to compete with Amazon, building a robust omnichannel platform. Sporting goods companies depend on this structure to reach consumers both in-store and online. Furner’s leadership will likely influence how Walmart prioritizes e-commerce growth, marketplace expansion, and third-party seller integration – all critical levers for sporting goods suppliers and brands.
Executive leadership at Walmart plays a key role in determining which categories receive investment, shelf space, and priority. Sporting goods brands may see changes in how Walmart merchandises athletic apparel, fitness equipment, or outdoor gear. Under Furner, Walmart could refocus resources into high-growth or high-margin sporting categories – or double down on private-label athletics lines.
The bottom line
This CEO transition at Walmart could fundamentally reshape how the world’s largest retailer works with sporting goods companies. The industry is watching closely: under new leadership, Walmart’s policies on pricing, e-commerce, and inventory could shift in ways that ripple across the entire athletic-gear supply chain.
