A data profile of the people who buy, follow and care about Decathlon in Belgium — modelled from more than twelve digital signal sources. Decathlon has an estimated audience of 2,087,232 people in Belgium.
The average Decathlon fan in Belgium is 42.1 years old, balanced, and lives primarily in Antwerp.
The audience is concentrated in Antwerp, Hainaut, Liege.
Top brand affinities include Sportswear (activewear), Fnac, Media Markt, with strongest over-indexing on Sportswear (activewear) (1.98× the country average).
Demographically, the Decathlon audience skews balanced with an average age of 42.1, and over-indexes on personality traits such as Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Decathlon fan in Belgium is balanced, around 42.1 years old, with strong Patriotism tendencies and a notable affinity for Sportswear (activewear).
The key figures that characterise the Decathlon profile in Belgium.
52.9% are female, 47.1% are male, average age 42.1.
| Metric | Value |
|---|---|
| Female | 52.9% |
| Male | 47.1% |
| Average age | 42.1 |
| Estimated audience size | 2,087,232 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 20% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 26% |
Where the Decathlon audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Province of Namur | ~100K | 1.14× | |
| 02 | Liege | ~200K | 1.12× | |
| 03 | Antwerp | ~200K | 1.06× | |
| 04 | Hainaut | ~200K | 1.04× | |
| 05 | Walloon Brabant | ~60K | 1.04× | |
| 06 | Flemish Brabant | ~200K | 0.97× | |
| 07 | Luxembourg | ~50K | 0.96× | |
| 08 | Brussels | ~100K | 0.95× | |
| 09 | West Flanders | ~200K | 0.94× | |
| 10 | East Flanders | ~200K | 0.88× | |
| 11 | Limburg | ~90K | 0.87× |
The strongest cross-interests of the Decathlon audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Under Armour | Fashion & Accessoires | 2.36× | ||
| 02 | Intersport | Shopping | 2.33× | ||
| 03 | Air France | Travel & Leisure | 2.18× | ||
| 04 | Baking powder | Food & Beverages | 2.15× | ||
| 05 | Garmin | Technology & Electronics | 2.10× | ||
| 06 | Shimano | Cars & Mobility | 2.03× | ||
| 07 | Sportswear (activewear) | Fashion & Accessoires | 1.98× | ||
| 08 | Downhill mountain biking | Sports | 1.96× | ||
| 09 | strava | Sports | 1.82× | ||
| 10 | Media Markt | Shopping | 1.78× | ||
| 11 | Eddy Merckx | Sports | 1.74× | ||
| 12 | Bicycle wheel | Cars & Mobility | 1.62× | ||
| 13 | Bodrum | Travel & Leisure | 1.56× | ||
| 14 | Nestlé | Food & Beverages | 1.55× | ||
| 15 | Hiking boot | Fashion & Accessoires | 1.54× | ||
| 16 | Ski mountaineering | Sports | 1.52× | ||
| 17 | Iberia (airline) | Travel & Leisure | 1.52× | ||
| 18 | Fnac | Shopping | 1.51× | ||
| 19 | Foot Locker | Shopping | 1.51× | ||
| 20 | The North Face | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.31× | |
| Need for Security | CONSERVATISM | 1.27× | |
| Family Orientation | CONSERVATISM | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.89× | |
| Healthy Lifestyle | BALANCE | 0.91× | |
| Creativity | OPEN | 0.92× |
Decathlon's target market in Belgium covers an estimated 2,087,232 people, concentrated in Antwerp and Hainaut.
52.9% of the Decathlon audience are female, 47.1% are male, with an average age of 42.1 years.
Decathlon fans show strongest brand affinity for Sportswear (activewear) (1.98×), Fnac (1.51×), and Media Markt (1.78×) over the country average.
Decathlon fans in Belgium are most concentrated in Antwerp (reach ~200K), Hainaut (reach ~200K), and Liege (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Decathlon itself, the audience over-indexes on Fnac (1.51×), Media Markt (1.78×), Air France (2.18×), and Intersport (2.33×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for Decathlon. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Belgium. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.