Frederic Bichet

CEO

Decathlon Asia Pacific

Frederic is the CEO of Decathlon Asia Pacific. With 20 years at Decathlon across various international markets, he specialises in launching and scaling businesses to profitability. His expertise encompasses strategic leadership and managing multicultural teams in dynamic environments. Complex challenges and a passion for impactful business strategy drive him.

He has vast international experience, starting his Decathlon career in his home country, France, then in India for four years, leading a region and later in Thailand for seven years as the CEO of Decathlon Thailand.

Since 2022, Fred (as he is called) has led operations across ten countries, including Singapore, Malaysia, Vietnam, Cambodia, Indonesia, the Philippines, South Korea, Japan, Australia, and Thailand, as the CEO of APAC. He firmly believes in diversity and inclusion and strives to build balanced teams, starting with women leaders in his direct team and a strong international representation in his leadership circle.

Fred is an enthusiastic and visionary leader known to put his teammates first. His strengths lie in strategic management, business transformation, and omnichannel business strategies, and he loves adapting with an eagerness to learn.

He encourages his teammates to take on more responsibilities and grow their careers. He is rich in the Decathlon culture and values and always gives young teammates opportunities to learn and grow under his wing.

He is passionate about travelling and sports. He plays tennis and is also a coach. He has completed two ultra-trail runs and is an advanced diver.