For years, Sports Direct has been impossible to ignore. Whether you remember the bargain rails or warehouse-style stores, the retailer has long been part of British shopping culture. Under Michael Murray, the man appointed CEO of Frasers group (formerly Sports Direct International) since 2022, the level of in-store experience has only gone up.
Walking through the brand's new Dublin flagship, that shift is hard to miss. With a specialist retail space of 60,000sqft and a 25,000sqft Everlast Gyms+, the focus is no longer just on selling products, it's about creating a destination people want to visit.
That became the theme of our conversation with Michael. Beyond the new store, we spoke about leadership, long-term thinking and the vision shaping the future of Sports Direct.
This flagship has been years in the making. What does it represent for Sports Direct?
It's definitely our biggest project outside the UK by far. It's taken four years to get to where we are today. The aim is to revive enthusiasm for the in-store experience.
The aim is to revive enthusiasm for the in-store experience.
via Sports Direct
If you were speaking to a young entrepreneur or someone just starting their career, what's the biggest piece of advice you'd give?
One thing that was different for me was having complete alignment. I was obsessed with what I wanted to achieve. Not everything I did was right, and you've got to take time to learn from your mistakes. But if you have a clear vision, back yourself and keep pushing towards it. The final outcome probably won't look exactly like what you first imagined, but it'll be a version of that vision.
via Sports Direct
The final outcome probably won't look exactly like what you first imagined, but it'll be a version of that vision.
What's been your biggest lesson as CEO?
People get obsessed with data, but you also need to trust your gut instinct. If you wait too long for perfect information you'll often miss the opportunity. You'll make mistakes, but those experiences build a stronger team and a stronger vision.
If you wait too long for perfect information, you'll often miss the opportunity.
How important is training outside of work?
I compete in HYROX, train regularly and spend as much time as I can with my family. I feel like staying active helps me perform better in business.
Running a business like this must be demanding. What does life look like when you're not at work?
I love to travel with my wife and kids, plus we really enjoy playing a bunch of sports together. Outside of that, it's just training really.
Big shout out to Michael for sitting down with The Sole Supplier, we're excited to see what else is in store for Sports Direct!
