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DICK’S Sporting Goods Retail Innovation Program

Amplifying Expertise in Retail

"One of the things that has made us successful is a relentless pursuit of improvement. I think this is an expression of not being complacent and how we can think about what's out there, who can help us, how we can take advantage of things that we don't know about."

– Scott Casciato, VP of Omni Channel Fulfillment & Athlete Service at DICK'S Sporting Goods.

We talk to Scott and Morris about DSG's Retail Innovation Program, and how they seek to find the best of what's next, and their customer-centric approach to omnichannel experiences.

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DICK’S Sporting Goods (DSG) partners with innovative, enterprise-ready startups to unlock, amplify and scale expertise to help Athletes make better purchasing decisions across any / all of its channels.

DSG creates confidence and excitement by personally equipping all athletes to achieve their dreams. As a leading omnichannel retailer, DSG seeks new platforms, technologies, and experiences that enable the expertise of DSG team members ("Teammates"), customers (“Athletes”), and the community to enhance the overall customer experience.

DICK’S Sporting Goods Retail Innovation Program

Example technologies or areas of focus include:

  • Athlete community platforms
  • eCommerce solutions that drive intelligent buying decisions
  • Unique/interactive in-store experiences
  • Virtual/digital experiences connected to brands
  • Peer to peer, Teammate to Athlete recommendation solutions
  • Omni-channel information distribution
  • AI & Machine Learning
  • Athlete-driven predictive analytics

About the Program

Selected startups will have the opportunity to collaborate with Dick’s Sporting Goods to build out a pilot opportunity that will be pitched to DSG executives for the chance at a funded pilot. From a successful pilot, there are numerous opportunities including scaling into a larger enterprise commercial deal and/or potential investment.

DICK’S Sporting Goods Retail Innovation Program

Throughout the 6-week program, selected startups will receive one-on-one feedback and coaching from DSG executives and the VentureFuel team to help fine-tune potential pilot plans and pitch day presentations. Startups may also receive press and recognition of their involvement in the program.

Program Timeline


For any questions on the program, reach out to Program Director Beau Bergman at

About DICK’S Sporting Goods

Since 1948, DICK’S Sporting Goods has strived to equip the True Athlete. We hold pure respect and reverence for every True Athlete, regardless of ability -- if you wake up every day and want to make yourself better, we want to be the store that supports your endeavor. We are guided by these True Athletes as represented not only in the performance of our equipment and apparel offerings but ultimately in the success of our brand.

DICK’S Sporting Goods Retail Innovation Program
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About VentureFuel

Founded in 2014, VentureFuel is an independent innovation consultancy based out of New York City. It builds innovation programs by unlocking the power of external innovation through partnerships with startups for industry leaders. Its programs focus on unlocking new sources of growth.