Built to Perform: How Gerflor won the US Market

A French success story in the U.S. sports market—innovation, culture shift, and strategy behind Gerflor’s winning play.

As part of FACC’s new Business of Sport series, this conference highlights how sport can be a powerful driver of market entry, innovation, and brand strategy.

Built to Perform: How Gerflor Won the U.S. Market tells the story of a French company that successfully adapted to the American sports business ecosystem through strategic innovation, cultural agility, and a sharp portfolio approach.

The discussion will explore:

• The U.S. sports market as a business accelerator and entry point
• Strategic adaptation through innovation, leadership, and brand portfolio management
• How sport serves as a platform for performance, credibility, and broader market impact

Featuring Michel Rochard, Director Sport & Education at Gerflor, interviewed by Jean-Pierre Le Cannelier, Founder & President of Marketing Movers, this conversation offers a concrete, business-driven perspective on international growth through sport.

We are very grateful to Alliance Française foe hosting this conference.

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