International Expansion for Sporting Goods

EuroDev is an expert when it comes to helping North American manufacturers in the sporting goods market overcome different barriers including culture, languages, regulations, and exporting. Many manufacturers have been able to fulfill their potential in the European market. 



Overview of Industry in Europe

After the pandemic, it seems like everyone’s been tired of sitting at home and in front of the screen all day long. Thanks to that, the market for sports and outdoor products has grown immensely over the past few years.

According to market research from Persistence, the European sporting goods market was valued at US $436.7 billion. The market has been highly influenced by;

  1. Increasing participation of sports and fitness enthusiasts. 
  2. Growth in health consciousness 
  3. Rise of athleisure trends
  4. A shift in fashion trends to include athleisure wear.
  5. Supporting from government officials. For instance, the Lithuanian Ministry of Education, Science and Sports, launched a sports and Healthy Lifestyle programme in 2021.


France, Germany and the UK are the biggest markets for sports and sporting goods.  Germany is a country with a strong culture for winter sports, skiing, snowboarding, ice skiing and other winter activities. 
The pandemic situation significantly propelled the bicycle market in France into the spotlight. The country saw an increase in the demand for bicycles, a trend underscored by the Union Sports and Cycle's report of a remarkable surge in sales during this period. 
The surge in UK sporting goods is due to continuous popularity in both women's and men's football. 

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Explore your chances in Europe

If European expansion is a part of your business plans reach out to our expert, who will be more than happy to chat with you about it.


Stephen Viljoen

Vice President of retail