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In the ever-evolving world of sports retail, the line between short-term success and long-term impact is a delicate balancing act. For companies like Decathlon, the journey from striving to thriving isn’t just about profitability—it’s about creating value that endures.

While Patagonia has long set the gold standard for sustainability and stakeholder well-being, Decathlon’s ambitious initiatives signal its intent to join the ranks of companies making a meaningful difference. Through strategic reinvestments, circular economy innovations, and a commitment to sustainability, Decathlon is charting a path that seemingly aligns well with the Thrive phase of the RoundMap Strive & Thrive Cycle—prioritizing long-term impact while addressing immediate challenges.

But is Decathlon doing enough? As the company unlocks liquidity through strategic moves like sale and leaseback transactions, the real test lies in how that capital is used. Will it fuel innovation, sustainability, and employee empowerment? Or will it become another example of short-term gains undermining long-term resilience?

Let’s explore how Decathlon is striving to thrive and the hurdles it must overcome to match the legacy of brands like Patagonia.

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In hindsight, our mission to provide an all-round framework to achieve resilient growth throughout the business cycles originated from a meeting in 2012. We were invited to bring a local radio station into the 21st century by incorporating social and digital technology. While exchanging ideas, a concept started taking shape, introducing the Value Actor (called initially a value hub)—a transformative agent in the modern, interconnected ecosystem of business and society.

Gone are the days when an organization or individual could operate as a passive cog in the machine, solely consumed with their interests. In our intricately woven world, the Value Actor emerges as a proactive contributor, intimately involved in the co-creation, exchange, and fulfillment of value across various stakeholders.

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As businesses strive to meet the demands of an increasingly complex world, a fundamental tension emerges: traditional structures designed to maximize efficiency often limit the very qualities—creativity, collaboration, and adaptability—that organizations now need most.

To thrive in today’s fast-evolving world, businesses must move beyond optimizing for compliance and control and begin prioritizing empowerment. Empowered employees bring more than efficiency; they contribute ideas, collaborate across functions, and make proactive decisions, responding to challenges with creativity and adaptability. In this sense, empowerment isn’t merely about giving employees freedom; it is about transforming control-driven structures into dynamic, responsive ecosystems that rely on trust rather than micromanagement.

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RoundMap® isn’t just a framework; it’s a call to rethink how businesses grow, connect, and impact the world around them. Developed over a decade by someone who believes that business can be a catalyst for ethical prosperity, RoundMap challenges traditional, linear approaches, instead advocating for holistic, shared-value systems that bring long-term benefits to all stakeholders. But what drives its creator to pursue this vision? What inspired the creation of a model so intent on disrupting conventional business norms, and what comes next? Here, we present three bold questions that go to the heart of RoundMap’s purpose and its future.

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We live in a time marked not only by rapid change but, more profoundly, by deep levels of deprivation. Across the globe, billions struggle with poverty, inequality, and the relentless challenge of making ends meet. Even in countries where the poorest fare better than those in other parts of the world, the gap between wealth and need continues to widen. Yet, amid these stark contrasts, there remains a simple truth: we are all part of one human race, sharing one planet.

The scale of the challenge is undeniable, but so too is the opportunity. With the resources, technology, and knowledge at our disposal, we have the power to ensure that every person on this planet has access to the essentials—security, shelter, food, and healthcare. And we can do this in a way that honors our duty to the earth, building systems that are sustainable, equitable, and respectful of the planet, nature, and our environment.

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Peter Drucker once stated that a leader’s most important role is to align strengths within an organization, making its weaknesses irrelevant. Indeed, focusing on the internal alignment of capabilities to achieve a company’s vision has been a cornerstone for many businesses striving for success. However, as we navigate an increasingly interconnected and complex world, it’s time to extend this concept beyond company borders.

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Adapt or become obsolete—that is the stark choice businesses face today. Conventional strategies that once guaranteed success no longer suffice amid rapid globalization, technological disruptions, and evolving societal expectations. The RoundMap® framework offers a powerful approach to navigating these challenges. But to truly thrive, businesses must integrate additional imperatives that address today’s multifaceted landscape.

Here's where we discuss how the RoundMap® framework empowers businesses to excel in this demanding environment.

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We advocate for a comprehensive declaration of responsibility for corporate directors, akin to the oaths taken by doctors and the ethical commitments upheld by politicians. Just as doctors swear to the Hippocratic Oath to prioritize the well-being of their patients, and politicians pledge to serve the public interest with integrity, we believe corporate directors should be held to a similarly high standard of accountability and responsibility.

This declaration would affirm their commitment to ethical leadership, transparency, and sustainable practices, ensuring that decisions made at the highest levels of business prioritize not only shareholder value but also the well-being of employees, customers, communities, and the environment. By fostering a culture of accountability and stewardship, we can drive systemic change and inspire a new era of responsible corporate governance that benefits society as a whole.