The Commercial Strategy of Decathlon Netherlands | Delivering change in line with customers’ demands

September 6, 2023

During this Vision Dinner, Wouter Mans, Commercial Director at Decathlon Netherlands will discourse how he and his team make impact by applying an customer-centric approach instead of a solution centric approach. By leveraging customers insights, they optimise the offer for the Dutch (both in products and in services). Wouter will share how and why Decathlon will become the sport hub for every sport(wo)man. After the presentation, there is the opportunity for an open discussion with Wouter and the other participants. You are most welcome to join!

  • Small scaled peer session
  • Open dialogue by means of the Chatham House Rule

Wouter Mans, Decathlon Netherlands

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Wouter Mans

Commercial Director

Wouter Mans develops the vision, policy and commercial strategy of Decathlon in the Netherlands. This involves making sure the customer demands are met via the right products, on the right place, at the right time, for the right price. The right marketing and supply-chain are key in his approach. A well-executed strategy results in meeting all 3 performance indicators for Decathlon: Happy customers, happy employees, 'happy' environment.

Decathlon Netherlands


The mandate of the Sales/Commercial Director is broad as it demands extensive functional knowledge on marketing, finance, business development and technology. In today’s world it is even more pivotal because of its role in delivering internal and external brand promises that rely on a people-first mindset. The Commercial leader is uniquely able to provide the big picture of the organisation to the CEO and to articulate the customer's point of view.


Location: Utrecht area

17:30 | Start program (including presentation, discussion and a 3-course dinner)
20:30 | End of formal program, opportunity for informal networking

Session 2 from 3 regarding the Commercial Strategy platform


For Directors Commercial, Sales, Strategy & Business Development

Main language



  • Participants have to meet the previously described target audience.
  • If applicable, our partners will be presented with every application.
  • During all our sessions, the Chatham House Rule applies. This means that the participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed. This means that no report, no photos and no recordings are made of the meeting. The presentation will also not be distributed to the participants afterwards.

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