Intersport: bringing customer experience to a new level
Intersport has always been about more than selling sports equipment; it’s about inspiring people to move, play, and live actively. But as shopping habits shifted increasingly online, the role of the physical store became even more critical. Each in-store interaction had to truly count, turning co-workers into brand ambassadors who create memorable customer experiences.
empower its people from within
Intersport’s ambition was clear: to turn its greatest asset—its people—into the driving force of transformation. By empowering co-workers, managers, and ambassadors from within, the brand sought to deliver consistent, high-impact service across every store, no matter the location. At the same time, Intersport aimed to build a system of growth that was sustainable, one that not only improved today’s customer experience but also prepared its teams for the evolving expectations of tomorrow.
Get inspired by Intersports activations
the approach: Training from Within
Together with Start Reverse, Intersport designed a people-first approach to elevate the in-store experience:
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STARS: Transforming co-workers into STARS for optimal customer service.
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CAPTAINS: Training store managers into CAPTAINS through EPIC Leadership programmes.
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COACHES: Developing two co-workers per shop into COACHES through a Train-the-Trainer programme, ensuring every co-worker can become a STAR.
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Learning App: Launching an interactive app (with Atobi) to stimulate online learning, act on real-time CX challenges, and keep engagement high.
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Mystery Visits: Four per store, each year (in partnership with Inprove), to ensure consistency and accountability.
This wasn’t about a one-time training; it was about embedding a sustainable culture of growth and experience. By giving co-workers ownership, managers leadership tools, and coaches the responsibility to cascade knowledge, Intersport created a living system of development. The learning app, mystery visits, and continuous challenges kept the momentum alive, making the customer experience both fun and measurable.
The outcome: Results That Moved the Needle
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The impact of training from within was clear and measurable. Stores that embraced the programme outperformed those that didn’t, proving that investing in people delivers business results.
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+33% revenue growth in the 32 shops with trained employees (vs. 18 shops without training).
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450 co-workers transformed into STARS through the Experience STAR training programme.
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42 COACHES trained as brand ambassadors.
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32 store managers developed into CAPTAINS through EPIC Leadership training.
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128 mystery visits executed, leading to a +11% improvement in results.
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476 users engaged with the learning app, plus 24 product video blogs created.
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+48% eNPS showing stronger employee engagement and pride.
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+18% sales per ticket and +13% conversion rate.
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+8% club membership growth.
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+15% NPS, demonstrating clear improvement in customer experience.
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“The stores with trained teams generate, on average, 33% more revenue than the stores that have not completed the training yet. The programmes we are rolling out together are bringing great energy and have a clear, measurable impact on loyalty, NPS and eNPS!”
investing in people is the ultimate driver of customer experience
Intersport’s journey shows that investing in people is the ultimate driver of customer experience and business performance. By transforming co-workers into STARS, store managers into CAPTAINS, and embedding a culture of coaching and continuous learning, Intersport created a system that keeps delivering.
From the shop floor to leadership, the organisation now speaks the same language: one of empowerment, growth, and customer excellence. And the results prove it; Intersport continues to inspire both its teams and its customers to go for gold.
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