Domyos
Decathlon · France
Domyos is Decathlon's in-house fitness brand, created in France in 1998. It makes affordable apparel, accessories and equipment for cardio fitness, strength training, dance, yoga and pilates.
| Created | 1998 |
|---|---|
| Parent | Decathlon |
| Team base | Lille, France |
| Focus | Fitness, yoga, pilates |
| Website | decathlon.com |
What is Domyos?
Domyos is one of the sport brands developed by French retailer Decathlon. Created in 1998 as a line for health and wellness goals, its name is said to mean "the way of the heart and muscle". Domyos teams are based in Lille, where Decathlon develops its own brands.
Products and positioning
Domyos covers a broad range of fitness disciplines:
- Cardio fitness, including group classes such as cycling, kickboxing and Zumba
- Bodybuilding and cross training
- Dance and combat sports
- Yoga and pilates
The brand offers apparel, accessories and equipment, from non-slip grip socks and pilates mats to training wheels and yoga bags. Decathlon positions Domyos as technical, affordable equipment for fitness enthusiasts of any level. Product teams of designers, engineers and product managers study each discipline, and specialists guide collections in their areas. Decathlon introduced its first yoga range in 2007, and the yoga team describes its products as eco-designed, with materials and processes chosen with the environment in mind.
Distribution
Domyos is sold through Decathlon stores and Decathlon's online shops.
Why it matters
Domyos is a clear example of the private label strategy that has made Decathlon a major force in sporting goods: specialised in-house brands that control design and price, reaching mass market customers directly.
Frequently asked questions
Who owns Domyos?
Domyos is an in-house brand of the French sporting goods retailer Decathlon, created in 1998.
What does Domyos sell?
Domyos sells affordable apparel, accessories and equipment for cardio fitness, strength training, dance, yoga and pilates.