Sports retailer Decathlon today announced the appointment of Elena Pecos as CEO, with overall responsibility for the company’s combined UK and Ireland operations. The move represents a major milestone in the business’s long-term growth strategy aimed at further consolidating its position across the two markets, which for the first time are being brought under one leadership structure.

Pecos takes over the role of UK CEO after Eric Mazillier, who has headed the role since 2019. The appointment comes as Decathlon continues to expand its omnichannel retail strategy and build stronger connections with sports enthusiasts through sustainability, innovation, and digital transformation.

A Proven Leader within Decathlon’s Global Ecosystem

Elena Pecos joined Decathlon in 2006 and has held various roles across sales, finance, and international management. More recently, she managed Decathlon Ireland, where she was credited with leading exceptional double-digit growth, improving operational efficiency, and enhancing the customer experience online and in stores.

Under her leadership, Decathlon Ireland consistently expanded, fueled by strong e-commerce performance and local community engagement initiatives. Her track record and deep understanding of the brand’s culture made her a natural choice for this larger regional leadership position.

Pecos said, “I am honored to lead Decathlon UK & Ireland into its next phase of growth. Both markets share a deep passion for sport and a growing appreciation for sustainable, high-quality products. My focus will be on creating seamless experiences for our customers, while supporting local communities and advancing our commitment to the planet.”

Strategic Merger to Enhance Efficiency and Market Synergy

The consolidation of Decathlon’s UK and Ireland businesses into one CEO position reflects the broader strategic effort of making their marketplace more cohesive across both regions. Hence, it underscores alignment at the leadership level to facilitate simpler operations, logistics optimization, and a more consistent brand message.

According to internal estimates, the combined UK and Ireland operations of Decathlon grew 15-20% in the first half of 2025, with the retailer enjoying a particularly strong performance across its cycling, outdoor sports, and fitness categories. It has also been speeding up investment in technology, sustainability, and supply chain integration – key pillars of Pecos’ leadership vision.

The structural change is expected to drive more collaboration between both markets, particularly in product assortment, price strategy, and digital experience. The merger will also enable the brand to better leverage regional marketing campaigns and athlete partnerships.

A Focus on Sustainability and Innovation

Pecos’ appointment is also a signal of Decathlon’s continued commitment to sustainability and innovation, those areas in which the company has set many global benchmarks. The brand has rolled out initiatives like the circular economy programs, repair and resale services, and the use of eco-designed materials across many of its products.

Such schemes are already proving popular in the UK and Ireland, particularly among younger consumers who want affordable sports kit with a low carbon footprint. These initiatives will be extended under Pecos’ leadership, as part of the company’s wider goal to become a fully circular business by 2030.

Besides this, it is investing heavily in digital transformation and has been integrating advanced analytics with AI-driven personalization into its online platform. Pecos has said that she will build on those efforts and strive toward seamless omnichannel experiences that connect online convenience to in-store engagement.

Decathlon’s Increasing Significance in the Sports Retail Scene

Decathlon was born in France in 1976, and today it operates over 1,700 stores in more than 70 countries. It is the world’s largest retailer of sporting goods. In the UK, the company has established a strong presence with over 50 stores, supported by a rapidly growing e-commerce platform.

Although the company has faced fierce competition from local and global brands, Decathlon has sustained its growth thanks to a mix of affordability, in-house innovation, and product diversity. The vertically integrated model, wherein products are designed, manufactured, and sold directly by Decathlon, allows them to maintain high quality at accessible prices.

The new leadership structure could provide Decathlon with fresh ways of adapting to the retail environment in a post-pandemic era, according to industry analysts. With increasing consumer demand for sustainability, digital convenience, and fitness-oriented lifestyles, the brand’s integrated UK-Ireland approach is likely to bolster its market share and loyalty.

A New Chapter for Decathlon’s Growth Story As Decathlon embarks on this next phase under the leadership of Elena Pecos, the move says more than a leadership transition-it symbolizes strategic realignment with the expectations of the modern consumer. With her mix of operational experience and forward-looking leadership, Pecos is well-placed to lead Decathlon UK & Ireland through further expansion, innovation, and purpose-driven growth. Her appointment not only highlights Decathlon’s confidence in nurturing internal talent but also sets the tone for the company’s renewed mission: to make sports accessible to everyone, everywhere — responsibly and sustainably.