May 26, 2025
New Sports Direct members scheme to boost customer experience
Sports brands treat loyalty as one of their key differentiators, logically sports retailers should take the same approach. The UK’s Sports Direct stores, a part of Frasers Group, launched a new benefit-based programme, called “Sports Direct Membership.” It rewards customers with benefits, personalised offers and that joyous omnichannel experience.
Under the new scheme, Sports Direct members get tailored rewards in-store and online. Benefits includes exclusive offers and discounts, plus monthly prize draws. There’s also access to member events and experiences, plus free access to the Everlast Gyms fitness app and discounted gym memberships.
