Decathlon Coach is a totally free application that makes it easy to exercise. The app offers online indoor and outdoor exercise classes. 

The app was created six years ago based on two sports: running and walking. It then added Pilates to the mix in 2018.

Currently, Decathlon Coach has 25 enthusiastic employees, 5 of whom work in France.

CRM at Decathlon Coach: needs and expectations

Challenge: dialogue and engagement with users

At Decathlon Coach, the role of CRM is to motivate users to consume content and exercise using the app, creating a close relationship with its users through motivational, inspiring content.

“As we are a free app, there is no concept of a cart or direct sales. Our aim is to engage our users so they exercise with us. To do so, we need to converse with them and motivate them on a daily basis. In the past, we relied solely on the Email channel, in a non-specific way, and we wanted to diversify our channels to be as close as possible to our users. We therefore integrated Push notifications, all the while being 100% independent and not relying on Tech. That is one of the main reasons for us deciding to work with Batch.”

Charlotte ROUSSELLE

Retention Manager

Decathlon Coach

Batch quickly generated closeness between coaches and users, to increase engagement. 

The 3-week challenge campaign

The 3-week challenge is a home exercise challenge offered on the app in the quiet period (November). It includes three sessions a week (Pilates + weight training + fitness) for three weeks! 

• What is the objective of Decathlon Coach? To motivate users to exercise in November - which is not always easy! The app offers a free programme for three weeks, totally free of charge, with no ads, created and facilitated by qualified coaches.

• How? By banking on user engagement via high-quality motivational content sent over several channels: email and push notifications.

• The result? More than 3,000 challenge finishers and a conversion rate four times higher than previous years!

Discover how Decathlon Coach quadrupled conversion from his winter campaign by diversifying its channels: emails + push notifications with Batch.