Meet Christophe – Driving Growth for BC4 in France

At BC4, we’re proud to have a team that blends deep industry expertise with a passion for helping clients transform their operations. This month, we’re spotlighting Christophe Rousseau, our Business Development Consultant for the French market, whose career spans nearly three decades in sports licensing, merchandising, and large-scale event retail.

Can you tell us a bit about your role at BC4?

"As a business development consultant for the French market, my role is to identify opportunities, to arrange introductory meeting to present BC4 and its range of IT solutions, to provide in-market intelligence and accurate information and to define the right Go to Market strategy for the market."

What attracted you to working with BC4?

"I experienced BC4 (formerly KPSD) when I was at the head of the Legends French subsidiary, running both Rugby World Cup 2023 and Paris 2024 Olympics retail merchandising operations.

The POS IT system, coupled with an in-depth access to products and stock management had been a game changer for both events.

The solution provided by BC4 allowed key decision makers to adapt on-field retail management and product allocations with a seamless sales tracking. Reactivity and quickness in event retail operations being crucial, BC4 solution allowed to keep a permanent eye on all locations (9 cities with 390 POS units for RWC and 32 locations with 150 outlets for Paris Olympics 2024), having instant reports and facilitating P&L management."

What’s your background and experience in the industry?

"Almost 28 years in the sports licensing & merchandising industry, mainly France and Continental Europe, running pro teams activities from kit partnerships to retail and e-commerce.

18 years as an entrepreneur with 2 companies set from scratch to hand over to bigger groups. The third one is just born 6 months ago."

What excites you most about working with our customers in France?

"As a Licensing & Merchandising expert, I aim to broaden my scope by developing solutions that can professionalize a sector which still operates in silos and often blindly, lacking coordinated and synthetic key information that would support both growth and profitability. Beyond Licensing & Merchandising alone, most B2C commercial operations still function without an accurate understanding of their fans — their habits, spending patterns, and true consumer profiles"

Outside of work, what do you enjoy doing in your free time?

"See my kids growing. Trying  to educate them with my very special sense of humour and how to trail your own pathway of life, personal and professional.

Apart from this, cooking, spending time with close friends around a barbecue and enjoying good food and good beverages…

Still running twice a week (recently with a running partner, my young Golden Retriever) , rowing once a week, surfing as often I can and skiing in the winter…"

Finally, tell us something people might be surprised to learn about you.

"I did my military on duty at 23 years old as an artillery lieutenant and part of the French UN forces in Balkans in the mid of 90s. 

I also have a ski instructor qualification, but not from Ecole du Ski Français, so no red jacket for me…"

👉 If you’d like to learn more about how BC4 is supporting sports clubs, retailers, and event operators in France, connect with Christophe or get in touch with our team here.