Sports Direct has launched a membership programme offering customers exclusive benefits and personalised offers both in-store and online.

It’s the first offering of its kind from owner Frasers Group. 

Brand benefits include free access to the Everlast Gyms fitness app and discounted Everlast Gyms membership.

Michael Murray, chief executive 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.”

The membership scheme was first trialled earlier this month.