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Sports Direct Super Stars : Jason’s 20 year journey with the Sports Direct Family.


My career with Sports Direct began in Norwich on November 4th, 1996, where I started as an Assistant Store manager. I was delighted when, after 6 months of joining the store I was promoted to Store Manager. Norwich became a very successful store and in late 97 we expanded the store by adding another floor.

By September 2005 I was offered the opportunity to manage a newly built 19500 sq ft. store, in Norwich’s Chaplefield shopping centre. My progression continued when I was promoted to Area Manager after only a few years in the Chaplefield store.

In 2012 I took the decision to step down from the Area Manager role and return to store. I felt lucky to be given the Chapelfield store again. My team and I worked extremely hard to get the store back to its former glory.

The store was awarded a regional title for the biggest percentage increase on footwear. This success continued at the Newcastle conference in May 2016, when I was presented with the prestigious title of Store of the Season. This is, without a doubt, the highlight of my career to date.

I have experience first-hand the growth that led Sports Direct to the top of UK retail and I’ve had an exciting 20 years with the company. I think the thing I’m most proud of is developing the people I have taken on, and seeing them progress to bigger and better things.

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