Decathlon
Shaping the Future
of Urban Mobility
frog and Decathlon create next-gen connected e-bikes
Service and Offer
Sector
Studio
Accelerating the transition to sustainable mobility in urban areas
As cities grow, the demand for efficient transportation rises. Traditional urban transit systems, particularly the widespread use of private cars, have contributed to growing congestion and significant environmental impacts, including COâ‚‚ emissions and air pollution.
In continental Europe, most urban trips are under five kilometers, ideal for biking. Public authorities are investing in infrastructure to improve safety and encourage this shift. E-bikes are emerging as a leading solution, yet their complexity has increased with the integration of e-kits. Moreover, most bikes in use were designed for different practices and users.
Decathlon aims to support active commuters looking for greater flexibility and control in their daily lives. With frog as a partner, Decathlon set the goal of offering a range of e-bikes designed to deliver a natural ride and a worry-free experience. Our aim was to make cycling an intuitive, effortless choice for everyday activities, such as shopping, commuting to work or school, or going out to the cinema.
Our experts at frog supported Decathlon's ambition to imagine, design and deliver a new urban mobility experience. Combining Decathlon’s decades of expertise in bike manufacturing with frog’s innovation-driven approach, we created a new generation of connected e-bikes and orchestrated a seamless, end-to-end customer journey.
Decathlon e-Bike LD 940 E
Decathlon e-Bike LD 940 E
This first-of-its-kind e-bike uses smart tech to keep you in gear and guard against theft and breakdowns.
From vision to <br>market launch
Project highlights
Challenge
Serving urban mobility, evolving the organization
With decades of bike manufacturing expertise, Decathlon faced a bold shift in addressing urban mobility. The challenge was twofold: to create a compelling urban cycling experience that inspires daily use, and to evolve from a product-focused brand into a daily mobility service provider, offering a seamless experience from day one.
Solution
A new generation of e-bikes, embedded with connectivity
Urban cycling is about navigating the city with ease and serenity, setting high expectations for comfort, reliability and service. Decathlon’s solution combines smart design and engineering for a natural ride, with an embedded connectivity technology offering continuous support and control. Every touchpoint enhances the experience, embodying Decathlon’s promise: “We lighten your load wherever you go”.
Outcome
LD 940 E: The pioneer of connected e-bikes
Together with frog, Decathlon shaped a long-term vision—starting with a concept-bike approach and culminating in the launch of its first connected e-bike in Belgium. This served as a minimum viable product before scaling across Europe and expanding into future ranges (cargo, speed, folding). Along the way, Decathlon developed new in-house technological capabilities, from smart systems to connected services, laying the foundation for future innovation. The LD 940 E quickly earned recognition, including an iF Design Award in 2024.
More than a bike
Developing the LD 940 E required Decathlon to go beyond traditional bike components, which couldn’t meet its ambition for an integrated, hassle-free urban mobility solution. The team built a new system from the ground up, leveraging cutting-edge technology to respond to the demands of modern city life.
Produced in Europe, and featuring a breakthrough motor unit engineered in Belgium, the LD 940 E was designed to exceed user expectations. It includes an innovative automatic central motor, a high-capacity battery and an IoT module enabling autonomous connectivity—all managed through the Decathlon Mobility app. Thanks to in-house integration, the system allows for continuous updates and remote deactivation in case of theft, with no added cost to the user.
Though the LD 940 E is the first of its generation, it’s already making a real difference—designed for a new wave of riders, regardless of fitness level or cycling experience, to energize their daily routines. In 2023 alone, Decathlon’s connected bikes covered 6.6 million kilometers, helping to avoid over 790 tons of CO₂. With the LD 940 E, Decathlon aims to amplify this positive impact, promoting healthier lifestyles while reducing global emissions.
A three-year collaboration
Over three years, the project unfolded through iterative phases: envisioning, scoping and delivering a new urban mobility experience. The project phases were driven by continuous testing and user validation.
Phase 1: frog co-shaped the vision for a connected e-bike, grounded in user research, market insights and a strong product-service experience.
Phase 2: In collaboration with Decathlon Cycling, we built a mobility master plan, mapping the end-to-end journey and defining key enablers.
Phase 3: We designed the mobile app, developed a state-of-the-art code structure and facilitated the implementation of the IoT platform to scale connected services.
Design drove innovation, seamlessly integrating user needs, technology and business goals.
