Podcast Title: Redefiners
Hosts: Hoda Tahoun & Clarke Murphy
Episode Title: Leading with a North Star: Former Decathlon CEO Barbara Martin Coppola’s Blueprint for Bold Change
Release Date: June 4, 2025
Introduction
In this compelling episode of Redefiners, hosted by Russell Reynolds Associates Leadership Advisor Hoda Tahoun and former CEO Clarke Murphy, listeners are introduced to Barbara Martin Coppola, the former CEO of Decathlon. The conversation dives deep into Barbara's extensive career across multiple continents and industries, her transformative leadership at Decathlon, and her visionary approach to innovation and sustainability.
Guest Introduction: Barbara Martin Coppola
Barbara Martin Coppola brings over two decades of international experience, having worked in nine different countries across three continents. Before joining Decathlon in 2022 as CEO, she held leadership positions including Chief Digital Officer at IKEA, Chief Marketing Officer at Grubhub, and roles at Google, YouTube, Samsung, and Texas Instruments. Additionally, Barbara serves on the board of directors at INSEAD, one of the world's leading graduate business schools.
Barbara’s Formative Career and Defining Moments
Barbara recounts [06:08] a pivotal moment during her tenure at Samsung in South Korea, where she was one of the few white employees in her department. This experience taught her invaluable lessons on leadership through influence and embracing diversity:
"I started spending a little bit more time observing and feeling the emotions that I could sense around me. It actually taught me very, very important lessons on leadership through influence... I could play by the rules in a little bit different just because of not being like everybody else." [06:08]
This period underscored the importance of leveraging one’s unique perspectives as strengths in leadership roles.
Joining Decathlon and Shifting Industries
Barbara explains her transition to Decathlon driven by a search for purpose and a passion for democratizing sports:
"The more I advance in my career, the more I'm searching for places with purpose... Decathlon is very much about democratizing sport... I deeply believe in how sport can be beneficial for one's health, well-being, and creating communities." [04:42]
Her move from tech and marketing roles to the sporting goods industry highlights her commitment to impactful leadership.
Establishing the North Star: Decathlon’s Vision
Shortly after joining Decathlon, Barbara spearheaded the creation of a new "North Star" for the company, redefining its mission to "move people through the wonders of sport." This vision was encapsulated in an inspiring manifesto designed to resonate emotionally with employees and stakeholders:
"The North Star is like a manifesto, an inspiring piece of video and narrative that will project people into the future of what Decathlon can do for societies and for the planet alike." [12:18]
This strategic vision not only unified the company's diverse international operations but also invigorated the workforce towards innovative growth and sustainability.
Leadership Development and Team Shaping
Barbara emphasized the evolution of leadership within Decathlon under the new North Star:
"We needed leaders that will build and create new things, that will go into the unknown, while at the same time having the ability to improve the existing." [14:06]
This shift demanded higher levels of creativity and adaptability from leaders, fostering an environment conducive to both incremental and groundbreaking innovations.
Innovation: Balancing Technology and Business Models
Throughout her career, Barbara has been a staunch advocate for innovation. She distinguishes between incremental innovations, like AI-driven productivity enhancements, and "big thinking" innovations that redefine business models:
"Big thinking innovation is important to create budget, time, and people in order to meaningfully move the lines and reap the benefits, maybe longer term... these areas protect diversification of revenues and help the company continue to evolve." [21:24]
Barbara warns against cutting big-ticket innovation during cost-cutting phases, advocating for sustained investment to ensure long-term resilience and adaptability.
Enhancing Customer Experience and Loyalty
Barbara discusses the importance of creating seamless and emotionally resonant customer experiences to foster loyalty:
"Every single touch point needs to be seamless and needs to make you feel something... it's about personalizing and evolving with people through their lives." [28:01]
At Decathlon, initiatives like renting equipment and promoting circular business models not only cater to diverse customer needs but also align with sustainability goals, enhancing brand loyalty and market differentiation.
Commitment to Sustainability
Sustainability is a cornerstone of Barbara’s leadership philosophy. She highlights Decathlon’s achievements in reducing CO₂ emissions by 13% over recent years while maintaining positive growth:
"For three years we've been building the business in a positive growth trajectory while at the same time having -13% on CO₂ emissions over the last years. It is possible." [32:31]
Barbara stresses the importance of leading with hope and action in a geopolitical climate where sustainability is both a moral imperative and a strategic advantage.
Board Role at INSEAD and Educational Insights
As a board member at INSEAD, Barbara champions the importance of actionable and experiential learning:
"How do we apply it through case studies, through group work, through internships? Getting actually this hands-on experience is really important." [36:00]
She advocates for education that fosters adaptability, diversity management, and the practical application of theoretical knowledge, ensuring graduates are prepared for a rapidly changing workforce.
Rapid Fire Section
In a lively rapid-fire segment, Barbara shares personal insights and preferences:
- Favorite Place to Live: Madrid, her hometown. [38:40]
- First Job: Internship in quality engineering at Sejetel in Paris. [38:45]
- Essential Apps: Headspace for meditation and Decathlon Coach for fitness. [39:16]
- Favorite Piano Piece: Chopin, reflecting her romantic and idealistic nature. [39:43]
- Professional Athlete Choice: Tennis and a passion for dancing and fitness. [40:03]
- Best Advice Received: "To just throw myself in the swimming pool without fear." [40:41]
- Definition of Success: A balanced life encompassing family, meaningful work, societal contribution, and alignment with personal values. [41:00]
Concluding Insights and Takeaways
Barbara Martin Coppola’s tenure at Decathlon exemplifies transformative leadership driven by a clear, purpose-oriented vision. Her emphasis on innovation, sustainability, and customer-centric strategies serves as a blueprint for leaders aiming to navigate and redefine their organizations in a complex, evolving global landscape.
Key Takeaways:
- Purpose-Driven Leadership: Aligning company mission with personal and societal values fosters a motivated and engaged workforce.
- Innovative Mindset: Balancing incremental and transformative innovations ensures sustained growth and adaptability.
- Sustainability as Strategy: Integrating sustainable practices into business models enhances resilience and brand loyalty.
- Customer-Centric Evolution: Personalizing customer experiences and evolving with their needs builds long-term loyalty.
- Empowering Diversity: Embracing and leveraging diversity within teams leads to richer perspectives and more robust solutions.
- Educational Excellence: Prioritizing actionable learning and diversity in education prepares future leaders for global challenges.
Barbara’s insights offer invaluable lessons for current and aspiring leaders seeking to make bold, positive changes within their organizations and beyond.
Notable Quotes:
- “I had nothing to lose, and I could play by the rules in a little bit different just because of not being like everybody else.” [06:08]
- “The North Star is like a manifesto... projecting people into the future of what Decathlon can do for societies and for the planet alike.” [12:18]
- “Innovation is a recipe for failure if not pursued.” [21:24]
- “Success is a life well built, where I can see my kids every day, where I can contribute through my work to creating a better society and preserving the planet.” [41:00]
Barbara Martin Coppola’s episode on Redefiners is a masterclass in visionary leadership, blending personal passion with strategic acumen to drive meaningful and sustainable organizational change.