Sports Direct hikes home gym prices by 50% after boss Mike Ashley claims stores must stay open

SPORTS Direct has hiked the prices of home gym equipment by more than 50 per cent today as people try to keep fit during a lockdown.

It comes on the same day that its billionaire Mike Ashley demanded that staff head into work today "as instructed", despite the government ordering all non-essential stores to close immediately.

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Yesterday, greedy bosses insisted that its stores would remain open claiming that its position selling sporting and fitness equipment was "vital" during a lockdown to help stop the spread of coronavirus.

Following a u-turn this morning after pressure from MPs, the sports shop shuttered its doors.

But staff were ordered to slap increased price tags on lines of home fitness goods.

Pricing documents seen by PA news agency show that an Everlast 4kg kettle bell has gone up from £9.99 to £14.99, although the "original" ticket price will still say £19.99.

This is because of the complicated way the controversial company displays its pricing, which is often with a reduced price sticker alongside the original price tag, making it unclear what price a product was ever sold at.

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Other items to see a price hike include a 12kg kettle bell by Everlast now £39.99, up from £29.99, and a Lonsdale skipping rope up £2 from £2.99.

USA Pro Hand weights will see their prices go up to £5.99 up from £3.99, and USA Pro multi resistant bands will now cost £9.99 instead of £5.99.

Hundreds of Brits have turned to home exercise equipment to help them keep fit while being ordered by the government to stay at home.

Retailers have been warned by the competitions watchdog not to use the crisis to push up prices or risk facing being fined.

This morning, Chris Wootton, chief finance officer of Frasers Group, said its Sports Direct and Evans Cycles stores will not open to the public and will remain closed until it is "given the go ahead by the government".

He said in a "clarification" that they will remain shut, despite stating that Government policy "excludes bicycle shops from closure".

But over at Jack Wills, one member of staff told PA that workers are sitting in stores waiting for instructions.

One said: "We feel like we're putting ourselves and others at risk by not staying at home like the government has told us to. I've got colleagues feeling frustrated and angry.

"We feel disrespected by Mike Ashley's decisions to try and keep the company trading.

"The lack of communication and plan when they knew this was likely is embarrassing."

The retailer said it is contacting the government "at all levels" in an attempt to get confirmation from the Prime Minister.

The group wrote to all workers within 30 minutes of Prime Minister Boris Johnson's decision to shut down non-essential retailers, telling them its position selling sporting and fitness equipment made it a vital asset during a national shutdown.

In the original letter, Mr Wootton said: "Against the backdrop of the closure of gyms the demand for these types of products has increased exponentially as the population looks to maintain a healthy lifestyle.

"Consequently, we are uniquely well placed to help keep the UK as fit and healthy as possible during this crisis and thus our Sports Direct and Evans Cycles stores will remain open where possible to allow us to do this (in accordance with the Government's current social distancing guidance)."

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Labour MP Jess Phillips also criticised the appeal to keep stores open, tweeting: "Massive mugs notwithstanding there is nothing people cannot live without in Sports Direct."

Rival retailers such as JD Sports have confirmed that stores will remain shut until Government guidance changes.

The Sun has contacted Sports Direct for comment.