Fitell is an Australian online retailer of gym and fitness equipment, operating through its subsidiary Gym Direct, which was founded in 2005 and is based in New South Wales. Fitell sells roughly 2,000 SKUs spanning strength equipment (weights, barbells, power racks, benches, gym machines) and cardio equipment (treadmills, rowing machines, exercise bikes) to both individual consumers and commercial customers such as gyms, fitness studios, schools, and healthcare providers. Fitell sells primarily through its own e-commerce site, GymDirect.com.au, which accounted for about 66% of sales in FY25, with the remainder coming from a showroom, phone and email orders, and third-party marketplaces like Bunnings and eBay. Retail customers made up about 70% of FY25 revenue. Fitell sells under four proprietary brands — Muscle Motion, Rapid Motion, FleetX, and Harison — which collectively accounted for over 84% of FY25 revenues. Fitell sources roughly 85% of products from overseas suppliers, predominantly Chinese manufacturers, on a made-to-order basis. Beyond its core equipment business, Fitell operates three early-stage verticals: a boutique fitness club licensing business with one licensee operating six fitness centers in China; a pre-revenue smart connected equipment and AI training subscription platform called 1FinalRound, targeted for commercial launch in early 2026; and a recently announced crypto treasury initiative, acquiring roughly $10M in digital assets, with up to $200M in committed financing to support further accumulation.