Sports Direct launches new membership scheme

Frasers Group has announced the launch of a new membership scheme for Sports Direct, with a benefit-based programme designed to “reward loyal customers with exclusive benefits, personalised offers and a seamless omnichannel experience”. The retailer said members will receive tailored rewards and offers, available both in-store and online at Sports Direct UK.

This marks Frasers’ first membership programme in the UK, signalling a “crucial step” in its digital elevation.

The Sports Direct Membership programme is free and open to everyone that creates an online account. 

Benefits include:

• Exclusive offers and discounts 
• Monthly prize draws 
• Access to member events and experiences
• Brand benefits including free access to the Everlast Gyms fitness app and discounted Everlast Gyms membership

Other features of the scheme include personalised recommendations based on previous purchases, real-time alerts and push notifications and a members pass that can be used in app or through a digital wallet.

Michael Murray, CEO of Frasers Group, said: “Sports Direct Membership marks the next step in the digital transformation and elevation of our retail business, with the aim of delivering a truly seamless omnichannel shopping experience. 

“This will allow us to understand our customers even better, and in turn, they will benefit from unique, personalised offers from their favourite leading sports brands and derive more value when they shop at Sports Direct. Our ambition is to extend these rewards to all our customers, rolling out similar Membership programmes across our other fascias, including Flannels and Frasers, in future.”