Decathlon research: EV drivers more likely to be fitnesss fanatics and thrill seekers than gas guzzlers

Research from national charging network Be.EV and sporting goods retailer Decathlon shows that EV drivers are more likely to hit the gym than their petrol and diesel counterparts.

The survey of over 3,600 Decathlon shoppers found that EV drivers were more likely to do cardio intensive sports than their petrol and diesel counterparts, such as swimming (57% vs 52%), running (51% vs 46%) and cycling (69% vs 61%).

The survey also showed that EV drivers are more likely to be adrenaline junkies as well, with them listing several sports as hobbies that no petrol or diesel driver respondent named, such as skydiving, cold water swimming and CrossFit.

The research comes as Be.EV launches its new 16-bay ultra-rapid charging hub at Decathlon Wednesbury at Gallagher Retail Park. The chargers at the site can deliver up to 165 miles of range in a 20-minute sto.

The ultra-rapid hub is one of the biggest sites of its kind at any retail park in the Black Country. Gallagher Retail Park is located just off J9 of the M6 - one of the UK’s busiest motorway junctions - with an average daily traffic flow of over 140,000 vehicles.

Be.EV and Decathlon are hosting an event to celebrate the launch of the site on Tuesday 18th March. EV drivers will get 50% off charging all day as part of this event, and will also get a free coffee with every charge.

The site is also the first in the partnership between Be.EV and Wesleyan, a Birmingham-based UK mutual with £7.6 billion of assets under management, including a UK commercial property portfolio worth approximately £450 million. It’s the first deal the mutual has signed with an EV charging network to install EV charging at one of its existing sites and reflects its commitment to innovation and sustainability.

Asif Ghafoor, CEO at Be.EV, says: “There’s a lot of headlines out there about EVs and chargers, but not enough that discusses what EV drivers actually want and need. Our research with Decathlon helps the whole industry to understand what EV drivers do in their free time, and helps us to put chargers where they’re most likely to be."

“Too many charging providers put chargers in random locations that don’t serve anyone, so we’re happy that we’ve extended our partnership with Decathlon to serve the thrill seeking members of our EV community as well as drivers who are sick of busy motorway service stations."

 “We’re also proud to install the first charging hub as part of our partnership with Wesleyan, a mutual with over 180 years of history. We are delighted that they’ve chosen us to install state-of-the-art EV charging infrastructure at this key site.”

Chris Allen, Director of Sustainability at Decathlon, says: “We’re passionate about making sport accessible to everyone, including EV drivers. We believe that staying active and discovering new sports are essential parts of a healthy, fulfilling life. Our partnership with Be.EV means that charging your vehicle can also be the start of discovering your next sporting passion."

“With convenient charging points close to stores, EV drivers can explore over 70 sports under one roof, making every visit the perfect opportunity to try something new. Our stores are more than just retail spaces—they’re family-friendly destinations where you can be inspired, get active, and recharge yourself while your car does the same.

"We’re committed to supporting every step of your sporting journey, and now that includes making your travel seamless and sustainable. Together with Be.EV, we’re empowering more people to lead active, positive lifestyles, powered by sport, and powered responsibly.”

2025 RTIH INNOVATION AWARDS

Green retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.