Earlier this year, on an Asian blitz and a Kuala Lumpur stop, the CEO of Frasers Group, Michael Murray, addressed a group of partners and members of the press at Sunway Resort Hotel. Joining Murray was James France, Chief Acquisitions Officer of Frasers Group, and Paul Gibbons, Frasers Group Asia Managing Director. With its announcement of further growth in Malaysia—adding five new Sports Direct stores to the country and two flagships by this year—the move signals the commitment by Frasers Group to widen its beachhead in the Southeast Asian region. Its joint venture with Indonesia-based sports, leisure, and kids’ retailer PT Map Active is also seen in the three sports superstores in central Jakarta in the first quarter of this year.
As one of Europe’s leading sporting goods retailers, Sports Direct is now present in Malaysia with 35 retail stores and growing, offering the world’s best global sports brands, including Nike, Adidas, Puma, Under Armour, New Balance, and Asics. All of this feeds into the Group’s rosy financials, with a reported accounting profit before tax (APBT) of £544.8 million for FY24 and an ambition to continue this success in FY25 in the range of APBT £575 million to £625 million.
As for Murray, who leads Frasers Group on its expansion, the diversity of its owned brands has necessitated a focussed strategy to thrive across its many territories.
What does it mean for you to be leading Frasers Group into Asia?
Sport is at the heart of our business. It’s what we were founded on. Now, from a global perspective, I think what we’re doing is quite revolutionary—bringing different concepts from premium, luxury and financial services into our ecosystem. Our team has got the ability and they’ve created the right infrastructure to capitalise on this opportunity that we’ve built out of Europe. So I’m very proud of that—we can use this as an opportunity to lead into this part of the world.
And what would you say about this region that makes it primed to contribute towards the growth of Frasers Group?
I think the market in its current state allows for us to disrupt and bring out our industry-leading concepts. We’ve got the full support of our brand partners, and we believe that the future of retail lies in working with the world’s best brands. It starts with that and moves into a discussion of how these brands can elevate the lives of many, through experiences and collaboration to bring their products to the consumers.
Great concepts require reinvestment. Through all this, we arrive at the great partnerships that have led to higher margins for stores, and a global status that enables even more brand partners to work with us in expanding the marketplace.
First thing you do in the morning?
The first thing that I do in the morning is to go to the gym. Every morning, six o’clock.
I love HYROX—it’s effectively a fitness racing competition. So, I train and compete, and it involves 8km of running with eight exercises. So, every morning, six o’clock, six days a week—I work out without fail. That’s my time to think about the day, what I’m trying to achieve, what’s important and what’s not—and it really sets me up for success for the day.
Is there a new skill you wish you could learn?
I’ve actually just learnt how to ski a few weeks ago. That was on my list. I used to snowboard only. And I’d like to be able to code—that’s very important. And to speak another language.
And what causes are important to you?
Anything involving children. Giving them the right foundations to success in life—whether it’s healthcare, education or sport. Giving back to children is close to my heart.
Your idea of happiness?
I think having the right balance is my idea of happiness. I’ve got quite an obsessive nature, and to try and get that balance right for family life. I would want to make sure my family’s happy when I’m not with them. So, giving balance to family and work, and fitness, is really what gives me my happiness.
Photography: Fady Fox
Photography location: Gordon Ramsay Bar & Grill, Sunway Resort Hotel
