Frasers Group has officially opened its latest flagship store in Liverpool, bringing Sports Direct and Everlast Gyms+ together under one roof across three floors and 90,000 square feet. This opening forms part of the company’s Elevation Strategy, led by Chief Executive Officer Michael Murray since his appointment in May 2022.
Located on Church Street, the Liverpool store reflects a shift in retail design, blending shopping with fitness and wellness experiences. The store layout is zoned according to sport and training types, allowing customers to explore areas dedicated to running, football, swimming, outdoor adventure, and racket sports.
The site hosts a wide range of sportswear brands, including Nike, adidas, Under Armour, ASICS, On, and PUMA, alongside fashion names such as C.P. Company, HUGO, Levi’s, New Balance, and Paul Smith. Over half of all Sports Direct stores have now undergone similar transformations under the Elevation Strategy.
The entire third floor is occupied by Everlast Gyms+ Liverpool, which features the UK’s first HYROX Performance Centre and the fourth globally. This facility aims to be a top-tier destination for HYROX training. Alongside this, the gym includes a Reformer Pilates Studio with 16 Allegro 2 beds and a dedicated Recovery Zone equipped with Brass Monkey ice baths, herbal and dry salt saunas, and a modern recovery suite.
Further innovations at the flagship include:
- Sports Direct’s Running Concept: Offers gait analysis to help match consumers with suitable running footwear.
- Sports Direct’s Outdoor Concept: Provides technology and information to enhance the outdoor retail experience.
- Sports Direct’s Women’s Training Concept: A new section focused on women’s fitness, created in partnership with brands including Nike, adidas, and Under Armour.
- Under Armour Agility Test: An interactive training challenge using digital floors for stamina and agility.
- adidas Football Skill Zone: A target-based football challenge using light-up markers.
- GAME: Supplies consoles, games, and accessories with expert support.
- Evans Cycles: Through its Evans Go format, offers bikes, parts, and apparel in a streamlined layout.
Michael Murray 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.”
The Liverpool flagship is one of several recent investments in the city by Frasers Group. Between 2022 and 2025, the company has created over 220 new jobs through the launches of FLANNELS, Sports Direct and Everlast Gyms+, marking a 213% increase in staffing.
