Sports Direct has u-turned and will now not open its stores to the public.

The retail chain had faced backlash overnight after management claimed in an email to staff that selling sports and fitness equipment would make the company a vital asset during a national shutdown.

Labour MP Jess Phillips said the firm was “not essential”, tweeting: “Massive mugs notwistanding there is nothing people cannot live without in Sports Direct.”

Earlier, Sports Direct finance chief Chris Wootton wrote to staff and noted home fitness was the “number one trending topic on social media after coronavirus itself”.

He added: “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).

“There is no one else that has the range of product and range of stores to make this reasonably accessible for the whole population.”

Newcastle upon Tyne Central MP Chi Onwurah did not appear to think the company’s decision was reasonable or even realistic, asking on Twitter: “This has to be a spoof, right?”