IT ADMITS it is "late to the party", but Life Style Sports has now launched Lifestylesports.comfor shoppers of branded sportswear and accessories who want to assuage their traditional New Year fitness guilt early.

But who are Life Style Sports? “We are not just a retailer or a business,” the Irish-owned company states. “We are a brand not only made of 800 madly passionate team members who eat, dream and sleep the brand, but millions of engaging customers and cool brands that make us the social, inspirational and fearless family that we are!” it says.

“Social, inspirational and fearless” comprise what the retailer calls its “three-pillar brand mark”, which posits that “life” is social, “style” is about inspiration and “sport” is apparently something to do with being fearless, “pushing yourself past your comfort zone and conquering your fears”.

On the other hand, a couch-bound e-commerce session on Lifestylesports.commeans you won't have to drag your tired feet to any of its 62 shops.