In a new partnership, Decathlon UK is joining the Sport Tech Hub, a program run by London Sport to make London “the most physically active city in the world.” Through the Sport Tech Hub, London Sport aims to bring the power of technological innovation to efforts to increase physical activity in the capital city and beyond. It supports startups and innovators to create, grow and scale sports technology companies that play an essential role in solving the global problem of physical inactivity.

The partnership will provide companies within Sport Tech Hub with access to industry experts from Decathlon’s network through mentoring, workshops and events. In return, Sport Tech Hub will bring innovative sports technology solutions to Decathlon.

Decathlon, founded in 1976 in Lille, France, expanded to the U.K. in 1999. Decathlon UK opened its first store in Surrey Quays, London, in 1999 and now operates more than 45 stores nationwide, also serving customers online and through the Decathlon mobile app.