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Sports Direct opened a new flagship in Liverpool last week, demonstrating a new store concept in which consumers can both shop and exercise.
20 October 2025
The new three-storey, 90,000 sq ft flagship on Liverpool’s Church Street opened on Friday 17 October, offering gym facilities alongside performance gear and trend-led athleisurewear.
Since 2022, Frasers Group has invested into elevating Sports Direct as part of its wider elevation strategy across all of its brands. To date, more than 50% of Sports Direct’s stores have been remodelled under the strategy.
The new Liverpool store is 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.
An Everlast Gym+ occupies the full third floor of the store, also featuring a reformer pilates studio and a “recovery suite” with ice baths, herbal and dry salt saunas, and a modern, elevated space for post-training reset.
Michael Murray, chief executive officer at Frasers Group, said: “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.”
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