Frasers Group plc has opened the doors to its highly anticipated new three-story 90,000 sq.ft flagship store in Liverpool, bringing together Sports Direct and Everlast Gyms+ under one roof.
Since 2022, Frasers Group has invested significantly into elevating Sports Direct as part of its wider Elevation Strategy across all of its brands, led by the Group’s CEO, Michael Murray, who was appointed in May of that year. The Liverpool store’s opening forms a key milestone in the next phase of the brand’s vision to redefine the future of the British high street, with stores where people both shop and workout.
The newly elevated Sports Direct stores, such as the latest opening on Liverpool’s Church Street, are purpose-built to serve how today’s consumer shops, trains and lives – a destination where sport, performance, wellness and style are part of the same experience.
To date, over 50% of Sports Direct’s stores have now been ‘elevated’ as part of the Elevation Strategy, with the Liverpool store marking the next phase of the plan, with multipurpose stores that offer everything from shopping to training, and immersive sports experiences under one roof.
The store brings together leading sportswear giants such as Nike, adidas, Under Armour, ASICS, On, and PUMA, alongside contemporary brands C.P. Company, HUGO, Levi’s, New Balance and Paul Smith. Each floor is carefully zoned by sport and training type, allowing customers to navigate with ease and shop by their specific interests – from running, football and swimming to outdoor adventure and racket sports.
With HYROX continuing to soar in popularity across the globe, the store’s in-build Everlast Gym+ which occupies the full third floor of the store, features the UK’s first – and fourth globally – HYROX Performance Centre, making the flagship one of the best HYROX training locations in the world.
Occupying the entire third floor, Everlast Gyms+ Liverpool sets a new standard for city-centre fitness destinations. As a trailblazer in the industry, Everlast Gyms delivers a holistic, cross-functional fitness destination, integrating performance training, recovery, and nutrition in one seamless ecosystem.
Alongside the HYROX Performance Center, the gym also features a Reformer Pilates Studio – featuring 16 Allegro 2 beds, this boutique-style studio brings low-impact, high-performance training into the heart of the gym – as well as a dedicated Recovery Zone, a cornerstone of Everlast Gyms’ performance philosophy. This offers access to an exclusive recovery suite featuring Brass Monkey ice baths, herbal and dry salt saunas, and a modern, elevated space for post-training reset.
Other key features of the elevated Sports Direct flagship include:
- Sports Direct’s Running Concept:
- A consumer-centric proposition providing the ultimate tools to help consumers find the right product for their running journey, no matter what brand or what level. This zone features a cutting-edge gait analysis machine providing consumers with personalised recommendations for the perfect running footwear based on their unique foot structure and running style.
- Sports Direct’s Outdoor Concept:
- The first elevated outdoor retail experience, incorporating advanced technology and information sharing to educate consumers about products and outdoor activities.
- Sports Direct’s Women’s Training Concept:
- A key innovation at this new flagship is the introduction of Sports Direct’s first dedicated Women’s Training Concept, a curated retail space and brand-led experience.
- This launch is a major step in Frasers Group’s strategic investment in the women’s fitness category, working closely with brand partners like Nike, adidas, and Under Armour to spotlight women’s performance products, from HIIT to yoga, weight training to recovery.
- This consumer-centric innovation is built around direct feedback from Sports Direct’s target audience, it’s focused on resonating with our consumers and has a goal to bring a space that listens to her, delivers for her and evolves with her.
- Under Armour Agility Test:
- An immersive, high-energy activation that brings Under Armour’s training ethos to life. Centred around the message “To be a pro, you have to train like a pro,” the activation challenges consumers with self-powered agility drills on a digital floor – Fast Track and Power Step – designed to test stamina, encourage self-belief, and inspire a resilient mindset.
- adidas Football Skill Zone:
- An interactive challenge where participants have 30 seconds to test their precision by kicking a ball at a series of light-up targets.
- GAME:
- The leading games retailer provides extensive and expert knowledge to customers, offering the latest games, consoles, and accessories.
- Evans Cycles:
- Evans Go is an express version of a standard Evans store. It offers a unique space, boasting a market-leading selection of bikes, parts, accessories, and clothing.
Michael Murray, chief executive officer at Frasers Group, commented: “Liverpool is a case study of how our Elevation Strategy is winning. It’s where ambition meets execution: a destination that showcases our strategy’s momentum. With every new opening, we’re not just adding stores, we’re transforming the retail landscape, creating spaces that energise communities and redefine the high street experience.
This Sports Direct and Everlast Gyms+ opening captures everything our strategy stands for – confidence, innovation, and belief in the future of physical retail. We’re building momentum across the UK and beyond, and Liverpool is the latest example of that success.”
This flagship marks the latest milestone in what is arguably the most ambitious retail investment in Liverpool by any UK business. Over 220 new retail roles have been created through the flagship openings of FLANNELS, Sports Direct and Everlast Gyms+ in Liverpool city centre between 2022 – 2025, which represents a 213% uplift in staffing. No other retailer has matched this scale of investment or long-term commitment to the city – a strategy that’s not only creating jobs but actively contributing to the wider economic and cultural revival of Liverpool’s high street.
