Sports Direct 18 New Street, Birmingham B2 4RQ

"Gill was very attentive & helpful around the women’s section with providing the right trainers! He’s very informative of what shoe would be the best fit to use in the gym & was efficient getting me the sizes I needed! Best service I’ve had in Sports Direct. Thank you so much!"

"Not a bad selection of stuff. Asked a member of staff for help. Never smiled and appeared totally disinterested in her job. It was like it was too much trouble to help me... maybe she was busy, I don't know. This is not a reflection of the store. I think the member of staff was just having a bad day!"

"A staff member or two were mortifyingly unprofessional by being uncaring, selfish, misinformed, dishonest, illogical, uneducated, arrogant, deceptive and rule/law breaking, when their shortcomings and mistakes towards the customer had been highlighted to them. They took no responsibility for their work/employee related flaws, and would go to very great lengths to make things impossible and extremely difficult for the customer, with endless inconveniences to the customer, and causing a huge waste of highly significant amounts of the customer's time, effort and money when the customer tried to fix the problems caused by them, whilst the customer followed all of the correct protocols. It seems they only care about profits over people. This repeating cycle of all these issues was truly astonishing and astounding. It was genuinely lamentably deplorable, loathsome and abhorrent. There was a great lack of ethics, morals and scruples. The customer service was non-existent and extremely lousy, the treatment felt like there was conceitedness and resentment towards customers. If there was the option of no stars at all, then that's the rating I would give, 0 out of 5 stars!! Also, the treatment towards the physical disabled and also mentally disabled was not acceptable, and they strongly insinuated to some customers that they were a nuisance to them during previous and current visits. The gall and audacity of staff wasn't at all expected and was not acceptable, and they were blatantly wholly unprofessional very repeatedly. Unfortunately, they also didn't respect personal boundaries and had the pretentiousness and presumptuous to assume that the customers wouldn't recognise this. Additionally, the couple of staff members were impertinent, presumptuous, and pretentious, for which I don't have an iota of appreciation at all. I also noted, that they had a complete lack of emotional intelligence and they were not literate in that regard in the least, or they simply didn't care and just wanted to lash out their day's and life's frustrations at the customer. I had found that the least positive experience in the store was in situations when you had no choice but to approach staff, such as the footwear not being in pairs and in various sizes in the racks, as there's only one shoe of one size per model on each rack/shelf, so you have to request your size in a pair from staff for the trying out for fitting, and you would want to try out different models to compare which is the most appropriate for you. Some staff members were good at this, but others were absolutely appalling, had no respect, and actually denied service to the customer, whilst the customer waited almost 2 hours, not knowing that the staff had no intentions of bringing the footwear in their size to them. Furthermore, an upside was that the new store has greater range than the previous store, the downsides of sports-direct are that the quality, durability and functionality of the materials of the products have either been the same or even poorer over the years depending on the item category, and the prices have increased significantly over the years also, as well as the discounts being a lot less common, and the discounts that are on offer being smaller than they used to be, such as not seeing discounts and not seeing discounts of the same size/percentage as from previous years for football boots, trainers, running shoes, and a portion of much of the casual wear increasingly as time has gone on, on numerous visits made."