Marla Oates

You bet. Well, Simon, that's all true. I grew up on a rural farm in Canada, just north of Calgary. We had cattle, horses, chickens, cats, dogs. It was a really wonderful upbringing and taught me the value of hard work. From there, I went into investment banking. I was in Toronto, then went to your side of the pond. I spent a number of years in London.

You bet. Well, Simon, that's all true. I grew up on a rural farm in Canada, just north of Calgary. We had cattle, horses, chickens, cats, dogs. It was a really wonderful upbringing and taught me the value of hard work. From there, I went into investment banking. I was in Toronto, then went to your side of the pond. I spent a number of years in London.

I moved into private equity where I spent a decade, again, spent a lot of time in London, and was eventually recruited to Russell Reynolds. So here at the firm, I have the privilege of being a partner in our CFO practice and really helping our clients find excellent CFOs and finance talent. I live in Austin, have two little girls, and I'm also married to a Canadian.

I moved into private equity where I spent a decade, again, spent a lot of time in London, and was eventually recruited to Russell Reynolds. So here at the firm, I have the privilege of being a partner in our CFO practice and really helping our clients find excellent CFOs and finance talent. I live in Austin, have two little girls, and I'm also married to a Canadian.

We'll be right back with Barbara Martin Coppola. But first, let's hear from Pam Fitzpatrick, Global Head of Sustainability at Russell Reynolds Associates. Pam will discuss key insights from our 2024 sustainability report and the commitments we've made as a firm.

We'll be right back with Barbara Martin Coppola. But first, let's hear from Pam Fitzpatrick, Global Head of Sustainability at Russell Reynolds Associates. Pam will discuss key insights from our 2024 sustainability report and the commitments we've made as a firm.

Absolutely. Well, today we're going to dig into the global sporting goods industry, which was valued at $758 billion in 2024. It's projected to exceed $2.4 trillion by 2037. It's just a huge number.

Absolutely. Well, today we're going to dig into the global sporting goods industry, which was valued at $758 billion in 2024. It's projected to exceed $2.4 trillion by 2037. It's just a huge number.

And now, back to our conversation with Barbara Martin Coppola.

And now, back to our conversation with Barbara Martin Coppola.

Thanks, Barbara. I mean, look, we've talked about leadership. We've talked about innovation. We've talked about culture. You know, we've mentioned this in other episodes, but loyal customers are hard to find. And studies have shown that 50% of customers will switch to a competitor after just one bad experience. You've likely seen this in other consumer good companies as well.

Thanks, Barbara. I mean, look, we've talked about leadership. We've talked about innovation. We've talked about culture. You know, we've mentioned this in other episodes, but loyal customers are hard to find. And studies have shown that 50% of customers will switch to a competitor after just one bad experience. You've likely seen this in other consumer good companies as well.

How do you think about redefining, innovating the customer experience to create really loyal customers, both online and in your stores?

How do you think about redefining, innovating the customer experience to create really loyal customers, both online and in your stores?

I love that. How exciting to have been part of two big organizations that, as you say, stick with people throughout their career. I think you did something really innovative, right, with these digital stores in 2024. And you mentioned kind of deepening consumer engagement, seamless checkouts. Maybe just tell us a little bit about the thinking behind that and how that will evolve.

I love that. How exciting to have been part of two big organizations that, as you say, stick with people throughout their career. I think you did something really innovative, right, with these digital stores in 2024. And you mentioned kind of deepening consumer engagement, seamless checkouts. Maybe just tell us a little bit about the thinking behind that and how that will evolve.

Our guest today is Barbara Martin Coppola. Barbara was most recently the CEO of French sporting goods brand Decathlon. Decathlon, as you may know, is the world's largest sporting goods retailer and has 1,700 stores in more than 70 countries. They have sporting equipment for over 80 sports.

Our guest today is Barbara Martin Coppola. Barbara was most recently the CEO of French sporting goods brand Decathlon. Decathlon, as you may know, is the world's largest sporting goods retailer and has 1,700 stores in more than 70 countries. They have sporting equipment for over 80 sports.

Let's pivot now from day-to-day operational leadership role to your board role. I understand that you sit on the board of directors at INSEAD, which is actually where I did my master's in finance on the Singapore campus.

Let's pivot now from day-to-day operational leadership role to your board role. I understand that you sit on the board of directors at INSEAD, which is actually where I did my master's in finance on the Singapore campus.

We've seen a little bit of this theme around new studies showing that business leaders are concerned that schools are not preparing kids with the skills they need to be part of the workforce. As you think about it, as a board member on a very prestigious school, what skills do you think are necessary today?

We've seen a little bit of this theme around new studies showing that business leaders are concerned that schools are not preparing kids with the skills they need to be part of the workforce. As you think about it, as a board member on a very prestigious school, what skills do you think are necessary today?

And how do we ensure that graduates and institutions are leaning in on the right skills necessary for this rapidly changing world we're living in?

And how do we ensure that graduates and institutions are leaning in on the right skills necessary for this rapidly changing world we're living in?

Barbara joined Decathlon as CEO in 2022 after more than a 20-year career working in nine different countries on three different continents. Prior to Decathlon, she was chief digital officer at IKEA, chief marketing officer at Grubhub, and served in leadership roles at Google, YouTube, Samsung, and Texas Instruments.

Barbara joined Decathlon as CEO in 2022 after more than a 20-year career working in nine different countries on three different continents. Prior to Decathlon, she was chief digital officer at IKEA, chief marketing officer at Grubhub, and served in leadership roles at Google, YouTube, Samsung, and Texas Instruments.

I love that. Mental training and the physical training. That's great. It's true. I read, in addition, you're a music lover and a pianist. I took lessons for 10 years and still can't play well. What is your favorite song to play on the piano?

I love that. Mental training and the physical training. That's great. It's true. I read, in addition, you're a music lover and a pianist. I took lessons for 10 years and still can't play well. What is your favorite song to play on the piano?

She also serves on the board of directors at INSEAD, which is my alma mater and one of the world's leading graduate business schools. Barbara, welcome to Redefiners.

She also serves on the board of directors at INSEAD, which is my alma mater and one of the world's leading graduate business schools. Barbara, welcome to Redefiners.

You have given us and our listeners some amazing advice today, but what's the best piece of advice you've been given?

You have given us and our listeners some amazing advice today, but what's the best piece of advice you've been given?

That is such a refreshing perspective. Thank you for sharing that balanced insight. Barbara, thank you so much for joining us on Redefiners today. It was a pleasure getting to spend time with you.

That is such a refreshing perspective. Thank you for sharing that balanced insight. Barbara, thank you so much for joining us on Redefiners today. It was a pleasure getting to spend time with you.

Well, we are so grateful to have you here today. You have had an incredible career so far. As Simon mentioned in the introduction, you've worked in nine countries. You've led leadership roles in several industries, technology, home furnishings, food delivery, consumer electronics. What haven't you done? Coming into Decathlon, you were an outsider in a family-owned French sporting goods company.

Well, we are so grateful to have you here today. You have had an incredible career so far. As Simon mentioned in the introduction, you've worked in nine countries. You've led leadership roles in several industries, technology, home furnishings, food delivery, consumer electronics. What haven't you done? Coming into Decathlon, you were an outsider in a family-owned French sporting goods company.

What brought you to Decathlon and why did you shift industries?

What brought you to Decathlon and why did you shift industries?

I love that sentiment, Barbara. And there are many women that listen to this podcast and are seeking advice, trying to move up in their career. I mean, you held a number of different C roles and leaned into you know, CTO, CMO, CEO, what advice would you give to women as they're moving up in their career?

I love that sentiment, Barbara. And there are many women that listen to this podcast and are seeking advice, trying to move up in their career. I mean, you held a number of different C roles and leaned into you know, CTO, CMO, CEO, what advice would you give to women as they're moving up in their career?

No, I love that. Why not you? Lean in. I think that's great advice. I imagine you came into a pretty well-established culture, both at Decathlon and IKEA. What are some of the things you focused on in your early days to better understand the company and culture?

No, I love that. Why not you? Lean in. I think that's great advice. I imagine you came into a pretty well-established culture, both at Decathlon and IKEA. What are some of the things you focused on in your early days to better understand the company and culture?

Hi, Simon. It's so great to be with you today.

Hi, Simon. It's so great to be with you today.

Did you take a similar approach and establish a North Star at IKEA and Grubhub, or was that new to Decathlon?

Did you take a similar approach and establish a North Star at IKEA and Grubhub, or was that new to Decathlon?

As we understand, I think you have a vertical business model, right? So you're managing everything from initial R&D design through customer sales and service. How is that a differentiator for you as a business, but also as a leader?

As we understand, I think you have a vertical business model, right? So you're managing everything from initial R&D design through customer sales and service. How is that a differentiator for you as a business, but also as a leader?

You bet. Well, Simon, that's all true. I grew up on a rural farm in Canada, just north of Calgary. We had cattle, horses, chickens, cats, dogs. It was a really wonderful upbringing and taught me the value of hard work. From there, I went into investment banking. I was in Toronto, then went to your side of the pond. I spent a number of years in London.

I moved into private equity where I spent a decade, again, spent a lot of time in London, and was eventually recruited to Russell Reynolds. So here at the firm, I have the privilege of being a partner in our CFO practice and really helping our clients find excellent CFOs and finance talent. I live in Austin, have two little girls, and I'm also married to a Canadian.

We'll be right back with Barbara Martin Coppola. But first, let's hear from Pam Fitzpatrick, Global Head of Sustainability at Russell Reynolds Associates. Pam will discuss key insights from our 2024 sustainability report and the commitments we've made as a firm.

Absolutely. Well, today we're going to dig into the global sporting goods industry, which was valued at $758 billion in 2024. It's projected to exceed $2.4 trillion by 2037. It's just a huge number.

And now, back to our conversation with Barbara Martin Coppola.

Thanks, Barbara. I mean, look, we've talked about leadership. We've talked about innovation. We've talked about culture. You know, we've mentioned this in other episodes, but loyal customers are hard to find. And studies have shown that 50% of customers will switch to a competitor after just one bad experience. You've likely seen this in other consumer good companies as well.

How do you think about redefining, innovating the customer experience to create really loyal customers, both online and in your stores?

I love that. How exciting to have been part of two big organizations that, as you say, stick with people throughout their career. I think you did something really innovative, right, with these digital stores in 2024. And you mentioned kind of deepening consumer engagement, seamless checkouts. Maybe just tell us a little bit about the thinking behind that and how that will evolve.

Our guest today is Barbara Martin Coppola. Barbara was most recently the CEO of French sporting goods brand Decathlon. Decathlon, as you may know, is the world's largest sporting goods retailer and has 1,700 stores in more than 70 countries. They have sporting equipment for over 80 sports.

Let's pivot now from day-to-day operational leadership role to your board role. I understand that you sit on the board of directors at INSEAD, which is actually where I did my master's in finance on the Singapore campus.

We've seen a little bit of this theme around new studies showing that business leaders are concerned that schools are not preparing kids with the skills they need to be part of the workforce. As you think about it, as a board member on a very prestigious school, what skills do you think are necessary today?

And how do we ensure that graduates and institutions are leaning in on the right skills necessary for this rapidly changing world we're living in?

Barbara joined Decathlon as CEO in 2022 after more than a 20-year career working in nine different countries on three different continents. Prior to Decathlon, she was chief digital officer at IKEA, chief marketing officer at Grubhub, and served in leadership roles at Google, YouTube, Samsung, and Texas Instruments.

I love that. Mental training and the physical training. That's great. It's true. I read, in addition, you're a music lover and a pianist. I took lessons for 10 years and still can't play well. What is your favorite song to play on the piano?

She also serves on the board of directors at INSEAD, which is my alma mater and one of the world's leading graduate business schools. Barbara, welcome to Redefiners.

You have given us and our listeners some amazing advice today, but what's the best piece of advice you've been given?

That is such a refreshing perspective. Thank you for sharing that balanced insight. Barbara, thank you so much for joining us on Redefiners today. It was a pleasure getting to spend time with you.

Well, we are so grateful to have you here today. You have had an incredible career so far. As Simon mentioned in the introduction, you've worked in nine countries. You've led leadership roles in several industries, technology, home furnishings, food delivery, consumer electronics. What haven't you done? Coming into Decathlon, you were an outsider in a family-owned French sporting goods company.

What brought you to Decathlon and why did you shift industries?

I love that sentiment, Barbara. And there are many women that listen to this podcast and are seeking advice, trying to move up in their career. I mean, you held a number of different C roles and leaned into you know, CTO, CMO, CEO, what advice would you give to women as they're moving up in their career?

No, I love that. Why not you? Lean in. I think that's great advice. I imagine you came into a pretty well-established culture, both at Decathlon and IKEA. What are some of the things you focused on in your early days to better understand the company and culture?

Hi, Simon. It's so great to be with you today.

Did you take a similar approach and establish a North Star at IKEA and Grubhub, or was that new to Decathlon?

As we understand, I think you have a vertical business model, right? So you're managing everything from initial R&D design through customer sales and service. How is that a differentiator for you as a business, but also as a leader?