NEXTGEN #01 · Class of 2026
Antoine Vera — E-Commerce & CRO Project Manager at 
Sport 2000
Connect with Antoine“CRO is a craft of tailoring more than a craft of tools.”
Antoine Vera is E-Commerce & CRO Project Manager at Sport 2000. After studying sports science (STAPS) and then at KEDGE, he built his career in sports retail, from GO Sport to Fitness Park, Intersport and now Sport 2000. Seeing how much the digital customer journey drove performance, online and in store alike, is what steered him towards CRO. For him, the job is cross-functional: you have to be able to talk with developers, analysts and content teams, and the tool doesn't make the method. In this interview, he looks back on his turning point, the tools he uses to test and analyse, the voices that inspire him, and where he stands on AI and GEO.
Antoine at a glance
- Role
- E-Commerce & CRO Project Manager
- Company
- Sector
- Sports retail
- Expertise
- CRO · E-commerce · Experimentation · Data
- Career path
- GO Sport → Fitness Park → Intersport → Sport 2000
- Conviction
- “CRO without data isn't CRO.”
01 — Career
How Antoine got into CRO
How did you get into CRO?
Seeing how directly the digital customer journey influenced performance, in store as well as online, I understood that the real growth lever was no longer just about product or price, but about the experience and the continuous optimisation of the conversion funnel. Realising that a simple A/B test or removing one point of friction could have more impact than a marketing campaign naturally led me to CRO and e-commerce.
Career Path — Antoine's journey in 6 steps
- EducationSTAPS (sports science)
- EducationKEDGE
- ExperienceGO Sport
- ExperienceFitness Park
- ExperienceIntersport
- ExperienceSport 2000E-Commerce & CRO Project Manager
02 — Mindset
The phrase that guides Antoine
“With great power comes great responsibility”
When you have access to data and the power to change the experience of thousands of users, you have a responsibility to do it rigorously.
— Antoine Vera
“CRO is a craft of tailoring more than a craft of tools.”
03 — Advice
Why Antoine sees CRO as a craft of tailoring
Your advice to a junior?
Don't focus only on mastering one tool, and don't be afraid of the technical topics around it, because CRO touches everything. The better you can talk with developers, analysts and content teams, the more useful you become.
04 — Toolbox
The tools Antoine uses every day
5 tools, and how Antoine uses them, according to the interview. The whole class toolbox →
Welyft A/B Tests Identifier
A/B test monitoring
Monitoring and inspiration: spotting the tests other sites are running
Microsoft Clarity
Experience Analytics
Heatmaps and session replays to confirm points of friction
Piano Analytics
Web Analytics
More in-depth business data analysis
IBM Cognos
Business Intelligence
More in-depth business data analysis
05 — Inspirations
Who inspires Antoine?
Sébastien Tortu
Inspiration
CRO · Experimentation · Boost Conversion
A reference for CRO methodology and A/B testing in France, with very hands-on content and real-world cases.
Sébastien on LinkedIn ↗
Florent Kiecken
Inspiration
E-commerce · Growth · La Cargaison
For a broader view of e-commerce and growth, complementary to a pure CRO approach.
Florent on LinkedIn ↗06 — Vision · #NoFilter
How Antoine sees the impact of AI on e-commerce
Honestly, aren't we overdoing it with AI?
Clearly, there is a fad where every deliverable now has to carry an “AI” label to look legitimate.
Topics like GEO aren't buzz: they are structural changes in the way users discover and choose a product.
On Antoine's radar
- AI
- GEO
Key takeaways
3 takeaways from Antoine's interview
NextGen summary, based on the interview answers.
- 01
CRO is cross-functional.
Data, UX, tech and business have to work together.
- 02
A hunch is not proof.
Measurement lets you test convictions against real behaviour.
- 03
Tools don't make the method.
They serve an approach built on observation, experimentation and learning.
Antoine's final word
CRO without
Data
isn't CRO.
— Antoine Vera
See the word wall →Talents & recruiters
Want to talk with Antoine?
Connect with Antoine on LinkedIn to keep the conversation going, share an opportunity or talk CRO and e-commerce.
