Online retailer Kogan has signalled its move beyond technology into the sports and fitness industry with the launch of the Fortis brand in Australia.
As well as TVs, tablets and phones, the Kogan site is now selling yoga mats, dumbells, gym balls and golf clubs.
"Kogan saw an opportunity in sports/health/fitness products, identifying that the market was flooded with overpriced goods," said a spokersperson.
Other products from the Fortis line include Fortis TrackFit, an activity and sleep tracking wristsband, the Fortis magnetic bike trainer, an indoor exercise bike, and Fortis SmartBells, which features 15 different weights in one dumbbell.
2014 has been a big year for Kogan, who in March moved into the New Zealand market and in June chief exec and founder Ruslan Kogan was named on the BRW list of the 200 richest Australians, with his wealth ranked at an estimated $320 million.