In Pictures: Sports Direct’s new ‘elevated’ Liverpool megastore complete with Everlast Gyms+

Frasers Group has unveiled a new three-story 90,000 sq ft Sports Direct flagship store at 35 Church Street in Liverpool, which also incorporates its Everlast Gyms+ concept and the UK’s first-ever HYROX Performance Centre.

It is described as “a pivotal 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.

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.

To date, over 50% of Sports Direct’s stores have now been ‘elevated’ as part of the strategy of multipurpose stores that offer everything from shopping to training and immersive sports experiences “all under one roof”.

Michael Murray 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.”

The new Sports Direct store brings together leading sportswear giants such as Nike, adidas, Under Armour, Asics, On, and Puma, alongside contemporary brands including 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.

Occupying the entire third floor, Everlast Gyms+ “sets a new standard for city centre fitness destinations”. Alongside the HYROX Performance Centre, which is one of only four in the world, the gym also features a Reformer Pilates Studio with16 ‘Allegro 2’ beds.

A key innovation at the new flagship is the introduction of Sports Direct’s first dedicated ‘Women’s Training Concept’, a curated retail space and “brand-led experience” which highlights Frasers Group’s strategic investment in the women’s fitness category.

Working closely with brand partners such as Nike, Adidas and Under Armour to spotlight women’s performance products, the area covers everything from HIIT to yoga and weight training to recovery.

Another new feature is the ‘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.

Sports Direct’s new Liverpool store is completed with dedicated areas for GAME and Evans Cycles – in the form of Evans Go, the expression version offering bikes, parts, accessories and clothing.