Frasers Group has opened a new store in Liverpool, bringing together Sports Direct and Everlast Gyms+ under one roof. 

The store, which is located on 35 Church Street, Liverpool, spans 90,000 sq ft across three floors.

It brings together sportswear and contemporary brands such as Nike, Adidas, Under Armour, Hugo and Levi’s, with each floor zoned by sport and training type.

The store’s in-build Everlast Gym+ which occupies the full third floor, features the UK’s first Hyrox performance centre.

The gym features a reformer Pilates studio and a dedicated recovery zone.

Other key features of the flagship include running concept, outdoor concept, women’s training concept, an Under Armour agility test, an Adidas football skill zone, Game products and an express version of an Evans Cycles store. 

The store launch forms a key milestone in the next phase of Sports Direct’s vision to redefine the future of the British high street, with stores where people both shop and workout.

Over 50% of the retailer’s stores have been “elevated” as part of its strategy so far.

Frasers Group CEO 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.” 

He added: “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.”

Sports Direct opened its new Westfield Stratford store in May, spanning 20,000 sq ft across two storeys.

In March, it also expanded its footprint in Manchester with the opening of a new 30,000 sq ft store at Trafford Palazzo.

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