The new hustle: Shop hard. Train harder.
October 17 2025
- Frasers Group redefines the UK high street with its latest flagship: a three-storey, 90,000 sq. ft Sports Direct and Everlast Gyms+ destination in the heart of Liverpool.
- Combining sport, lifestyle, fitness and wellness, the space offers a 360-degree experience, from cutting-edge gym facilities to performance gear and trend-led athleticwear.
- Since 2022, Frasers Group has invested significantly into Liverpool's retail and fitness revival, transforming previously vacant city centre locations into thriving destinations, with the launch of FLANNELS, Sports Direct, and now Everlast Gyms+.
- To celebrate Liverpool's rich culture, iconic athletes, and vibrant community, Sports Direct partnered with Nike to showcase artwork that embodies the city's spirit and Nike's most powerful messages, from "Just Do It" to "No Limits" and "We Can't Be Stopped."
Today, Frasers Group plc has opened the doors to its highly anticipated flagship store on Church Street, bringing together Sports Direct and Everlast Gyms+ under one roof. The three-storey 90,000 sq.ft site has been 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.
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.
Relocated from its previous Liverpool site, the all-new Sports Direct flagship now occupies the ground and first floors, offering a significantly upgraded retail experience. Across men's, women's and kidswear, the store features the biggest names in global sport, as well as brands from Frasers Group's ecosystem including USC for premium lifestyle and denim brands, GAME for the latest in gaming, and Evans Go for cycling enthusiasts. 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.
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.
Sports Direct Liverpool is the first flagship store built and designed specifically with ELEVATE in mind - Frasers Group's new Retail Media offering - delivering an immersive customer experience and a dynamic media platform for brand partners. The ELEVATE development in Liverpool is an important next step in the transformation of the Group's retail ecosystems into new dynamic, data-driven media platforms for brands.
Creating a seamless omni-channel experience remains a top priority, as with our other flagship stores, and smart retail solutions are integrated throughout to enhance both operations and customer experience. The store's dedicated Running and Outdoor Concepts use high-performance analytics and expert-assisted digital tools to offer tailored product recommendations based on individual goals, gait analysis, terrain preference and more.
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.
Everlast Gyms+ represents the highest spec within the brand's portfolio and introduces a luxury tier of membership: Champion+. This exclusive level unlocks a range of elevated experiences, including:
- Reformer Pilates Studio: Featuring 16 Allegro 2 beds, this boutique-style studio brings low-impact, high-performance training into the heart of the gym.
- HYROX Performance Center: A first-of-its-kind in Liverpool, the space cements Everlast Gyms as the home of HYROX in the city. Fully equipped with Centr-supplied race day kit, specialist performanceturf, and tailored programming, it's built for serious functional fitness.
- Recovery Zone: A cornerstone of Everlast Gyms' performance philosophy. Champion+ members gain 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.
Designed to be the beating heart of Liverpool's fitness community, the wider gym is open to all members. It features the latest in Nautilus strength and cardio equipment, expansive functional training zones, a large performance turf, and custom-built spaces that support high-performance training at every level. Members also have access to Everlast Gym's signature group training concepts - APEX ZONE, HAYMAKER, HUSTLE, CRANKED and BACKBONE - each designed to build performance across strength, endurance, and recovery.
Everlast Gyms has reimagined every detail to deliver a high-performance space that motivates, challenges and supports every member. Also within the space, the Myprotein Kitchen - which signifies the launch of Everlast Gyms' partnership with Myprotein - offers freshly blended smoothies and a curated selection of performance nutrition to support every stage of the training cycle. High-spec changing rooms, lockers and showers complete the premium experience - designed to support performance before, during, and after every session.
Visit Sports Direct and Everlast Gyms Liverpool today at 35 Church Street, Liverpool, L1 1DF.
For Everlast Gyms Liverpool membership details: https://www.everlastgyms.com/join/
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For more information, please contact: Frasers Group Communications, FGPR@frasers.group