Sport is no longer just a physical activity: it is now part of French daily life, combining well-being, performance, and lifestyle. Among the booming disciplines, running, fitness, and trail running stand out particularly. Their regular practice is strongly increasing, driven by growing female participation and a diversity of practitioner profiles. This popularity directly influences the sporting goods market, which must meet increasingly diverse expectations.
Consumers are looking for versatile equipment suitable for both athletic pursuits and everyday wear. This includes integrated connected technologies to track performance and health, while also being mindful of the environmental impact of their purchases. In the face of these new demands, industry players are innovating, developing new concepts, and rethinking their distribution methods. This adaptation is notably reflected in the rise of e-commerce, second-hand solutions, and connected devices. Most importantly, this adaptation is necessary to stay in tune with a rapidly changing market.
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The sports retail sector is showing sustainable growth in France. In 2025, the sector generated 16.09 billion euros in revenue, according to initial estimates by EPSIMAS. From 2023 to 2025, market growth slowed significantly. However, the 10-year trend remains upward, with an average annual growth rate of 4.03% between 2016 and 2025.
The consumption of sporting goods is also increasing. In 2024, French households spent a total of 8.05 billion euros, or an average of 260 euros per household. This trend is driven by the growing integration of sports into daily life and the rise of the «sportswear» segment. Each year, more than 2.6 billion items of sportswear-type textiles are sold in France. This figure illustrates the market's transformation: sportswear is no longer limited to performance but has become a versatile fashion item.
Cphenomenon is part of the trend known as« athleisure »contraction of the words athletic (athletic) and leisure (Leisurewear). A trend referring to clothing that is technical, comfortable, and suitable for everyday life. This evolution is redefining clothing usage.
Sources: INSEE; EPSIMAS; UNION SPORT & CYCLE
In the sports store market, notable peaks in activity are observed in August and December. However, it is interesting to note that, paradoxically, consumer interest in sports-related themes decreases during these periods, likely due to summer breaks, end-of-year holidays, and weather conditions. These periods are therefore conducive to purchasing equipment, rather than practicing sports.
Since the COVID-19 crisis, purchasing behaviors have evolved. Sports are now part of a wellness and health approach, and brands are adapting to a more diverse and demanding market. Several trends are emerging, particularly among younger consumers. Among these trends is "athleisure" (a contraction of athletic and leisure), which refers to the use of technical clothing in an urban setting. These sports items, initially designed for performance, are thus becoming fashion accessories. The rise of connected devices, second-hand items (or even refurbished ones), and e-commerce are other major trends identified by EPSIMAS.
Sources: DATA BRIDGE MARKET RESEARCH; MARKET RESEARCH FUTURE; LSA; CIRCANA 2023 ; EPSIMAS 2025; INSEE
In 2025, in France, 61% of people aged 15 or older reported engaging in regular physical activity or sports (at least once a week). Regular participation in sports has thus been on the rise for several years (54% in 2018, 58% in 2024, and 61% in 2025). Among the types of activities, the most common are walking and running, fitness and gymnastics, and cycling or motorized sports. Water sports, team sports, and racquet sports are also very popular among French consumers.
Participation in sports at community clubs declined slightly in 2025 (20% participants, compared to 24% in 2018). Conversely, participation at commercial facilities increased, reaching 11%. The French also show a preference for exercising at home (22% participants) and, primarily, outdoors (46% participants).
A link seems to exist between sports practice and level of education. Sports activity is more developed among consumers with higher educational attainment. A similar link is observed between sports practice and income level. On the other hand, the disparities in practice between men and women were further reduced in 2025.
Sources: INJEP 2025 ; EPSIMAS 2025
As of March 2026, EPSIMAS records 14,608 active establishments relevant to NAF code 47.64Z, of which 748 were created in the last twelve months. The offering available on the market is structured around three main segments:
General supermarkets (Decathlon, Intersport, Sport 2000) dominate with nearly 60 % market share, thanks to a wide variety of products, private labels, and competitive prices.
Specialty retailers are distinguished by their technical expertise, breadth of product range, and close ties with practitioner communities.
Independent multi-brand stores focus on proximity and personalized advice to meet local needs.
Alongside these players, international brands (Nike, Adidas, JD Sports, Courir) contribute to market visibility, particularly in the textile and footwear segments.
E-commerce continues its growth, driven by the websites of major retailers and specialized platforms. It appeals with its speed and diversity, particularly in the running, trail running, and fitness segments.
This market, both dense and competitive, relies on the ability of retailers to combine price, technical expertise, and customer experience to stand out.
Sources: INSEE; EPSIMAS; UNION SPORT & CYCLE
Revenue is estimated at 16.09 billion euros in 2025, a slight decrease compared to 2023. Nevertheless, since 2016, the sector has observed an annual growthan average of 4.03%. This was despite the downturn in 2024 and the health crisis of 2020.
According to EPSIMAS projections, growth is expected to remain at 4.81% per year between 2025 and 2030. This growth could be driven by a steady increase in the consumption of sporting goods (+2.9% per year over the 2015–2024 period, and approximately +3.71% expected between 2024 and 2029). These projections remain, however, contingent on various factors, including:
– consumer interest in sports,
– the ability of operators in the sector to adapt to their customer's expectations,
– maintaining household purchasing power over the period.
Companies in the sporting goods segment must register under the NAF code 47.64°Z Retail sale of sporting goods in specialized stores.
This subclass includes Retail sale of sporting goods, fishing equipment, camping equipment, boats, and bicycles
Also, this subclass includes Retail trade of footwear exclusively for sports use
This subclass does not include Retail sale of sporting goods and guns (including ammunition) (see 47.78C)
Companies registered under the NAF code 32.30Z – Manufacturing of sports goods constitute a form of market support for the activity.
This subclass includes the manufacturing of articles and equipment for outdoor and indoor sports and games, in any type of material.
Other NAF codes are representative of complementary and/or partially competing activities:
47.78C Other various specialized retail trade
47.72A Shoe retail
Source : INSEE
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