The leading sports products store in the UK is Sports Direct, a significant division of the Frasers Group. Mike Ashley founded the business in 1982, and it has since expanded to become the biggest sporting products store in the UK, operating both offline and online. The company is noted for conducting the majority of its operations under the Sports Direct brand and for operating with poor margins. The company's creator, Mike Ashley, has maintained a dominant ownership position and has held 61.7% of the company since October 2013. The business is a component of the FTSE 100 Index and is listed on the London Stock Exchange.

Sports Direct has added more merchants to its portfolio over time, including Jack Wills, GAME, Flannels, USC, Lillywhites, and Evans Cycles. The business also holds a variety of intellectual property, including the No Fear, Lonsdale, Everlast, and Slazenger trademarks. The company moved into running fitness clubs in addition to its retail businesses, establishing the Everlast Fitness Club chain in 2020. The business's dedication to offering high-quality sports products and services has been a major factor in its success and expansion.