JJB Sports is reviewing the potential sale of its non-core assets to maximize value for its shareholders. In a statement, the U.K. retailer said that discussions were ongoing and that “there can be no certainty that any transaction will occur or as to the terms of any such transaction.”

JJB has appointed KPMG to advise it on its short–term future.

According to news sources in the U.K., reports have suggested that the sale of the retailer’s profitable fitness clubs arm could help the retail business to survive. Market speculation has also suggested that JJB may divest its lifestyle division, which includes its Original Shoe Company and Qube chains.