Taking the helm of Decathlon in 2022, Barbara Martin Coppola became the first woman to lead the international sporting goods retailer. Her appointment marked a significant shift for the company, as she was the inaugural chief executive officer recruited from outside the organization. She steered the group's operations until March 2025, overseeing a period of growth and environmental transition.
Foundations and Early Career
Born in 1977, Coppola holds citizenship in both France and Spain. Her academic background includes degrees from the Technical University of Madrid and Télécom Paris, obtained in 1999, followed by an MBA from INSEAD and completion of the Advanced Management Program at Harvard Business School. Her professional trajectory began at Texas Instruments, where she served as a business development manager from 1999 to 2004. She subsequently relocated to Seoul to serve as Chief Digital Officer at Samsung between 2005 and 2008.
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Coppola spent several years within the technology sector, joining Google in France in 2008 before transitioning to YouTube as a global product marketing manager. In 2015, she moved to the meal delivery sector, acting as Chief Marketing Officer for GrubHub until 2018. That same year, she joined Ikea as its first Chief Digital Officer. During her tenure at the furniture retailer, she managed the firm's digital transformation, contributing to a rise in online revenue from 11% to 25% of total sales.
Leadership at Decathlon
Upon becoming the chief executive officer of Decathlon in early 2022, Coppola focused on modernizing the retailer's business model. Under her direction, annual revenue reached 16.3 billion. She also prioritized sustainability, achieving a reduction in the company's carbon output. During her term, Decathlon functioned as an official partner for the Paris 2024 Olympic and Paralympic Games, producing the official outfits for event volunteers.
Board Membership and Recognition
Coppola maintains involvement with global business organizations, including membership in the World Economic Forum. As of March 2026, she serves on the board of the Patagonia Group and also holds a board position at INSEAD. Her professional contributions have been recognized with the Knight of the National Order of Merit, awarded by the President of France. In 2023, she received the Women's Excellence Award from the Spanish Women's Leaders Club and appeared on Fortune's list of Most Powerful Women, ranking 61st in 2023 and 62nd in 2024.
Fast facts
- Born: 1977
- Citizenship: Spain; France
- Education: Technical University of Madrid; Télécom Paris; INSEAD; Harvard Business School
- Decathlon CEO: March 2022 to March 2025
- Award: Knight of the National Order of Merit, 2023
- Current Board Seats: Patagonia Group; INSEAD
Questions readers ask
Was Barbara Martin Coppola the first woman to lead Decathlon?
Yes, she was the first woman to hold the position of chief executive officer at the Decathlon Group.
What significant digital improvement did she oversee at Ikea?
She led a digital transformation that resulted in online revenue increasing from 11% to 25% of the company's total sales.
Achievements
- Knight of the National Order of Merit — 2023
- Affiliated with Decathlon
- Educated at Technical University of Madrid and Télécom Paris
