Sports Direct has opened a new three-storey flagship store in Liverpool that blurs the line between shopping, training and performance.
The 65,000 sq. ft. location on Church Street features an Everlast Gym+, a HYROX Performance Centre – the first of its kind in the city – and dedicated spaces for recovery, community workouts and brand experiences.
To celebrate the launch, Sports Direct hosted a three-day festival of sport and culture from October 16–18, bringing together elite athletes, local fans and major brands including Nike, adidas, On, and Under Armour.
Elite Athletes and Live Experiences
Across the weekend, fans will see appearances from Liverpool and Everton FC players, the England Women’s Rugby Team, and England goalkeeper Jordan Pickford.
Visitors will have the chance to join HYROX masterclasses, reformer pilates, and Nike Metcon strength sessions, while adidas and On led community run clubs that finished inside the new store.
A live recording of Spencer Matthews’ Untapped podcast with Frasers Group CEO Michael Murray will add to a media-meets-fitness element, while freestyle football shows and DJ sets will also keep the energy going into the evening.
A New Type of Fitness Destination
Sports Direct says the Liverpool flagship is part of a wider plan to redefine the British high street, creating destinations where sport, wellness and style exist under one roof.
The Everlast Gym+ includes premium facilities, multiple class studios, and the new HYROX Performance Centre, connecting directly with the fast-growing hybrid fitness movement.
With HYROX events continuing to sell out globally, and a community eager to invest in performance and recovery, the move positions Sports Direct at the heart of functional fitness culture in the UK.
For HYROX athletes and everyday competitors alike, Liverpool’s new Sports Direct flagship signals how fitness brands are turning physical retail spaces into training hubs – places to shop, sweat and connect in one experience.
UK HYROX Events Coming Up Include
Birmingham 22nd Oct – 26th Oct
London 4th Dec – 7th Dec
Manchester 21st Jan – 25th Jan
