The recipe is quite simple, according to a Decathlon press release: Decathlon is bringing its philosophy, concept, products and expertise, while Athleticum is bringing its teams, sales areas and customers. The Athleticum stores will be gradually converted and reopened as Decathlon stores by fall 2019. New jobs will also be created.

As a prologue to this transformation, Decathlon is taking over the majority of shares in Athleticum and will also take over the management in future. Athleticum, a company of the Swiss family group Maus Frères SA, operates 23 stores in Switzerland. In the bike sector, Athleticum currently sells the brands Jamis, Lapierre, Racer, Rockmachine and Whistle. At Decathlon, the focus is on its own brand B'Twin.

The exact timetable is as follows: following the opening of its first two Swiss stores in Marin-Centre (NE) in August 2017 and in Meyrin (GE) in April 2018, Decathlon plans to open further points of sale by the end of 2018 and in the course of 2019. The Athleticum stores in Collombey (VS), Conthey (VS) and Sant' Antonino (TI) have already been closed and will be renovated in the summer and reopened under a new name in fall 2018. The stores in Yverdon (VD), Basel (BS) and Bussigny (VD) will follow. All Decathlon stores in German-speaking Switzerland, Ticino and French-speaking Switzerland should be open by fall 2019.