Sports retail in Europe: career opportunities in 2026

Sports retail remains the backbone of the industry, employing hundreds of thousands across Europe. Despite the rise of online channels, physical and hybrid stores continue to drive brand experience and customer loyalty.

The scale of sports retail

In 2024, sports retail generated over €70 billion in sales, accounting for nearly one-third of the European sporting goods market.

Brands like Decathlon, JD Sports, and Intersport employ more than 250,000 people combined. With renewed consumer appetite for active lifestyles, the sector continues to create thousands of roles each year in operations, logistics, and e-commerce.

This growth also drives innovation in omnichannel strategies and customer engagement.

Roles in demand

Retailers are actively hiring for store managers, CRM specialists, logistics coordinators, and digital marketing experts.

With omnichannel retail growing around 8% annually, these hybrid roles now blend in-store expertise with data-driven decision-making.

Employers value candidates who can merge sales and analytics, optimizing both physical experience and online conversions.

Skills employers seek

Adaptability and leadership remain crucial. According to Eurostat, two-thirds of new retail hires in 2024 were under 30, emphasising the importance of training programs.

Companies investing in employee growth, like Decathlon and Sports Direct, report faster progression and higher satisfaction rates. Technical literacy (from POS systems to CRM tools) is now essential at every retail level.

Career growth potential

Sports retail is a strong entry point for long-term careers. At Decathlon, over 60% of store managers began as sales assistants. Structured mobility programs, international transfers, and mentorship initiatives make retail an internal career accelerator. As automation changes operations, human interaction and leadership will remain irreplaceable assets for future growth.

Retail jobs in sports are evolving from transactional to strategic. For employers, nurturing culture and training is key; for candidates, retail remains a powerful entry to broader careers in the industry.