What is a sports store manager?
In 2017, the French spent more than 19 billion euros on sport, according to the Institut National pour la Jeunesse et l’Éducation Populaire. That figure keeps on rising, to the delight of sports equipment makers and of the specialist chains where store managers work.
The sports store manager does everything possible to showcase their products and to meet the expectations and needs of their customers.
In the retail sector, and in sports retail in particular, there is a great deal of competition, which is why the store manager and their team must do everything they can to build loyalty among customers who are often demanding.
The sports store manager must know inside out every product they sell, as well as those available on the market and from competitors in order to advise their customers as effectively as possible.
To do so, they have to keep track of new trends and the needs of consumers, so as to offer customers the sports products of the moment.
Beyond their role as an adviser, the sports store manager must also be able to manage a sales team, which can be sizeable depending on the store. They also oversee the workshop technicians and the department supervisors, with whom they work day to day.
It is the store manager who allocates their team’s tasks and ensures that operations run smoothly.
That is not all: the sports store manager may also work with their company’s purchasing manager and with representatives from the various sports brands.
The store manager also needs a grounding in human resources, since they oversee recruitment. They are also responsible for training new staff, so they need strong interpersonal skills and a talent for teaching.
Finally, to show off their products and their store to best effect, the store manager lays out the aisles meticulously to highlight products and brands, always in line with current trends and the competition.
The role of store manager therefore carries considerable responsibility , both financial and commercial, since it is the manager who sets the targets to be met and draws up the action plans to improve the company’s turnover .
What does a sports store manager do?
To get the best performance out of their store, the manager is entrusted with a number of duties, such as :
- showcasing products on the shop floor
- monitoring consumer needs : the manager must always keep an eye on the competitive market
- meeting the expectations of their customers : the store manager and their team must ensure customer satisfaction
- managing a team of sales assistants : for this, the manager of the outlet must know how to lead people
- drawing up action plans
- setting the store’s commercial strategy and meeting the targets that have been set
- developing and assessing the financial performance and the profitability of the store
- following the commercial policy of the chain
- leading working meetings
- managing the store’s stock
- overseeing merchandising
In short, the sports store manager has responsibility for carrying out all these duties, which they do using a range of clearly defined skills and with the many professionals who keep the store running.
The essential qualities and skills of a sports store manager
To stand out from the crowd, and in particular from colleagues who might also be in line for the manager’s job, a number of skills are required and a great many qualities are essential to work as a sports store manager.
First of all, the manager needs in-depth knowledge of the world of sport, and in particular of sports products and equipment.
To negotiate with customers, the manager needs a flair for selling, strong interpersonal skills, the ability to analyse the market and the know-how to manage budgets. Without these, it will be hard for the manager to succeed in their line of work, which is retail.
The store manager must also be able to take the initiative and to have management skills. The manager heads up not only a store but also a team, which they have to coordinate.
Finally, these strengths will make all the difference :
- being a good teacher
- being organised
- being thorough
- being a good listener
- being energetic
- being available : a store manager’s working hours are generally demanding
- having a good command of English
- mastering the techniques of retail selling
- knowing how to handle stress
Salary and career prospects
A sports store manager’s salary varies according to the size and turnover of the store. In general, a store manager earns between 34,000 and 50,000 euros gross per year.
It is also worth noting that the post of store manager is rarely filled by external recruitment. In practice, a professional usually reaches the role through internal progression. In other words, it is an internal promotion.
Finally, if they are passionate, driven and ambitious, the sports store manager can perfectly well open their own sports store. They may also specialise in a particular field to stand out from the fierce competition around them.
Alternatively, they may have the opportunity to oversee several stores in the same chain by becoming a regional manager, if they work for a group such as Decathlon.
Which programme should you take to become a sports store manager?
To become a sports store manager, you need to hold the baccalaureate. After that, it is advisable to study for at least three more years.
That said, if you want a role with greater responsibility such as that of store manager , five years of higher education is recommended. That way, students can deepen their knowledge and the sports sector will hold no more secrets for them.
Programmes leading to a career as a sports store manager can be taken at business, administration and management schools, or at schools specialising in sport.
The role of store manager is a very demanding one. Young graduates will therefore need to show perseverance if they want to earn a place in the world of large and small retail outlets devoted to sports goods, a world that is constantly changing.
