A data profile of the people who buy, follow and care about Decathlon in Netherlands — modelled from more than twelve digital signal sources. Decathlon has an estimated audience of 2,068,345 people in Netherlands.
The average Decathlon fan in Netherlands is 43.2 years old, balanced, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Holland, North Brabant.
Top brand affinities include HEMA, Voetbalprimeur, Bol.com, with strongest over-indexing on HEMA (1.71× the country average).
Demographically, the Decathlon audience skews balanced with an average age of 43.2, and over-indexes on personality traits such as Patriotism, Risk Appetite.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Decathlon fan in Netherlands is balanced, around 43.2 years old, with strong Patriotism tendencies and a notable affinity for HEMA.
The key figures that characterise the Decathlon profile in Netherlands.
54.0% are female, 46.0% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 54.0% |
| Male | 46.0% |
| Average age | 43.2 |
| Estimated audience size | 2,068,345 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 22% | |
| 40-49 | 26% | |
| 50+ | 26% |
Where the Decathlon audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Limburg | ~200K | 1.32× | |
| 02 | North Brabant | ~400K | 1.31× | |
| 03 | Gelderland | ~300K | 1.27× | |
| 04 | North Holland | ~400K | 1.18× | |
| 05 | Zuid-Holland | ~600K | 1.17× | |
| 06 | Overijssel | ~200K | 1.12× | |
| 07 | Friesland | ~90K | 1.09× | |
| 08 | Flevoland | ~50K | 0.89× | |
| 09 | Groningen | ~60K | 0.87× | |
| 10 | Drenthe | ~50K | 0.81× | |
| 11 | Utrecht | ~80K | 0.51× | |
| 12 | Zeeland | ~20K | 0.47× |
The strongest cross-interests of the Decathlon audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Under Armour | Fashion & Accessoires | 3.02× | ||
| 02 | ASICS | Fashion & Accessoires | 2.30× | ||
| 03 | Sunweb | Travel & Leisure | 2.07× | ||
| 04 | WE Fashion | Fashion & Accessoires | 2.05× | ||
| 05 | Omoda | Shopping | 1.82× | ||
| 06 | Mango | Shopping | 1.79× | ||
| 07 | New Balance | Fashion & Accessoires | 1.77× | ||
| 08 | Bol.com | Shopping | 1.75× | ||
| 09 | VakantieVeilingen | Travel & Leisure | 1.73× | ||
| 10 | HEMA | Shopping | 1.71× | ||
| 11 | Black Friday (shopping) | Shopping | 1.65× | ||
| 12 | Running | Sports | 1.65× | ||
| 13 | Cruises | Travel & Leisure | 1.58× | ||
| 14 | Real property | Home & Garden | 1.58× | ||
| 15 | Voetbal International | Sports | 1.57× | ||
| 16 | Voetbalprimeur | Sports | 1.53× | ||
| 17 | Etos | Health | 1.53× | ||
| 18 | Walking | Sports | 1.51× | ||
| 19 | Sunglasses | Fashion & Accessoires | 1.51× | ||
| 20 | JD Sports | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.32× | |
| Risk Appetite | THRILL | 1.31× | |
| Sports Activity | POWER | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.91× | |
| Tradition | CONSERVATISM | 0.91× | |
| Spirituality | BALANCE | 0.95× |
Decathlon's target market in Netherlands covers an estimated 2,068,345 people, concentrated in Zuid-Holland and North Holland.
54.0% of the Decathlon audience are female, 46.0% are male, with an average age of 43.2 years.
Decathlon fans show strongest brand affinity for HEMA (1.71×), Voetbalprimeur (1.53×), and Bol.com (1.75×) over the country average.
Decathlon fans in Netherlands are most concentrated in Zuid-Holland (reach ~600K), North Holland (reach ~400K), and North Brabant (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Decathlon itself, the audience over-indexes on Voetbalprimeur (1.53×), Bol.com (1.75×), Etos (1.53×), and Voetbal International (1.57×) compared to the Netherlands average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Netherlands 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 Netherlands. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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