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319. Bart Ongenaet, Commercial, Supply and Wholesale Director Mexico at Decathlon: Sports Consumer, from Store to Leader, Managing Japan, Retail and Marketplaces, Quality for Everyone
Stories

Apr 15, 2026 · 45 min

#319. Bart Ongenaet, Commercial, Supply and Wholesale Director Mexico at Decathlon: Sports Consumer, from Store to Leader, Managing Japan, Retail and Marketplaces, Quality for Everyone

Bart Ongenaet is the Commercial, Supply and Wholesale Director for Mexico at sports retailer Decathlon. When Daniel joined him to record live in Mexico City , he had to enter and go through their store before accessing the office. This is very telling about the organisation, always close to the consumer and to Bart’s own experience in the company, which started managing a small section of a shop in Belgium and has taken him to Japan and now Mexico in senior leadership roles.
Tune in to hear about:
  • Bart’s background as a psychologist and playing sports and then transitioning into business
  • Decathlon’s “management school” based on empowerment from day 1
  • The evolution from big stores to a now also having a digital multi-brand marketplace
  • How to deliver quality at an affordable price
  • Brand architecture in their multiple sports
  • His experience in Japan and lessons learnt along the way, both in business and leadership