Sportisimo celebrates 7 years in Romania

As the sports equipment market in the country continues to thrive amidst its dynamic and competitive landscape, Sportisimo proudly marks its 7th anniversary in Romania. The market has steadily grown in recent years and currently boasts a value exceeding EUR 500 million. In 2022, Sportisimo recorded an impressive double-digit growth rate of around 10%, with online sales accounting for approximately 15% of the company’s total sales.

Looking ahead to 2023, Sportisimo aims to maintain its double-digit growth rate and invest approximately EUR 2 million in expanding its store chain, as confirmed by Petru Andronic, Country Manager at Sportisimo. Last August, the company conducted a study with their partners at Incomind, involving a sample of 1000 people aged between 15-65 years old who purchased sports equipment worth at least RON 100 annually. The study yielded valuable insights, revealing that Romanians allocate an average budget of approximately EUR 290 for sports equipment, similar to that of the Czech Republic but lower than Slovakia. However, Romanians value not only functionality and price when making purchasing decisions but also the appearance and trendiness of the products.

The study also highlighted a direct correlation between the frequency of sports participation and household income levels, with higher-income households tending to play sports more frequently and purchase more sports equipment. Adidas remains the most favoured brand amongst Romanians, followed by Nike, Puma, Reebok, and Sportisimo’s own brands. Running is the most popular sport activity amongst Romanians, followed by hiking/outdoor and cycling, with women tending to prefer aerobics, yoga, and fitness, while men lean towards football and other outdoor ball sports.

Maria Gheorghita, Marketing Director at Sportisimo, notes that despite the market’s impressive growth, there remains significant potential for Sportisimo to expand locally. The company’s key performance indicators have improved due to its focus on logistics, improved customer experience, and integrated marketing campaigns. In 2022, Sportisimo’s spontaneous brand awareness grew by 2%, reaching 22, while aided awareness increased by 8% (from 77% to 85%), and active awareness grew by 7% (from 55% to 62%). The company’s Net Promoter Score (NPS) also rose to 3rd place, two spots higher than in 2021, indicating a high level of customer satisfaction and loyalty.

Since its entry into the Romanian market in 2015 with the opening of its first three stores on 19 December of that year, Sportisimo has expanded rapidly, even during the pandemic, and currently operates a total of 48 stores. The company aims to double its network to over 90 stores in the next five years, with plans to open ten stores in 2023 and facelift existing stores every five years. The company remains open to launching stores in retail parks and shopping centres, depending on market opportunities presented by developers, as confirmed by Iulia Visan, Expansion Manager at Sportisimo.