Decathlon Germany will roll out a new loyalty program called Decathlon Membership in January 2026, replacing its long-standing collaboration with Payback. The move gives the sporting goods retailer full control over its customer experience and strengthens its omnichannel approach.
The new program features a points system that goes beyond rewarding purchases. Members earn 10 points per euro spent, which can be converted into vouchers directly in the Decathlon app. At launch, new members will receive 1,000 welcome points. Purchases across all channels (online, mobile and in-store) will be linked to the customer account.
Rewarding beyond purchases
A standout feature is the inclusion of bonus points for circular engagement, such as using repair services, reselling products or buying second-hand items. Sporting activities also count: tracked workouts and future challenges or events will earn extra points.
Seamless omnichannel experience
Digital integration is central to the concept. In-store terminals will allow customers to access the full assortment and place orders for home delivery at no extra cost for items up to 31.5 kg. Existing customers will be automatically migrated to the new program, while new members can register via the app, website or in-store from January 2026. The Payback partnership ends on 31 December 2025, but accumulated points remain valid within the Payback system.
What the company says
Marketing Communication Director Simon Werner said: “With Decathlon Membership, we are launching a loyalty programme tailored to our customers and their sport. We want to reward not only transactions but also motivate people to live their sport.”
