Mike Ashley's Sports Direct has increased prices on a string of sports equipment by more than 50%, in the wake of the coronavirus pandemic.
Internal documents seen by the PA news agency show prices of some indoor exercise gear have shot up as much as 67%.
Because the company operates a system of having "ticket" prices, followed by "reduced" stickers, it can be unclear what price a product was ever sold at.
Pricing documents show that an Everlast 4kg kettle bell has gone up from £9.99 to £14.99 - although the sticker will still say the "original" ticket price was £19.99.
The cost of a 12kg kettle bell by Everlast, which is owned by Sports Direct's parent company Frasers Group, is now £39.99, up from £29.99.
Other items include:
- Everlast Soft Weight 4kg - Was £12, now £16.99 (up 41%)
- Everlast kettle bell 12kg - Was £29.99, now £39.99 (up 33%)
- Londsale Fit Strike Bag- Was £51.99, now £74.99 (up 44%)
- Lonsdale skip rope, black and pink - Was £2.99, now £4.99 (up 67%)
- Slazenger wooden bat, silver- Was £19.99, now £29.99 (up 50%)
Slazenger, Lonsdale and several other well-known brands are owned by Ashley-controlled Frasers.
The increased prices come as Frasers Group, which includes House of Fraser, Jack Wills, Evans Cycles and Sports Direct, among others, was forced into a U-turn over store openings.
Another of Ashley's retailers, Jack Wills, is forcing staff into stores despite Government advice to stay at home unless you are an "essential" worker, employees told PA.
The chain previously tried to claim Sports Direct was an essential operator for keeping the nation fit, but subsequently said they would close stores.
After a public backlash the stores, along with Evans Cycles, were closed.
However, there are still reports of workers being told to arrive at stores, against Government advice.
In one message sent to staff on Tuesday morning, the company wrote "we will not open our Sports Direct or Evans Stores to the public" and it carries on "please continue to head into work as we have been instructed last night".
And on Tuesday, Sports Direct also sent a document to staff, seen by PA, which shows the lines that should have price rises applied.
Chris Wootton, chief finance officer of Frasers Group, said its Sports Direct and Evans Cycles stores will not open on Tuesday.
He said in a "clarification" that they will remain shut, despite stating that Government policy "excludes bicycle shops from closure".
Stores will not reopen until "given the go-ahead by the Government", he added.
But over at Jack Wills, one member of staff told PA that workers are sitting in stores waiting for instructions.
One said: "We feel like we're putting ourselves and others at risk by not staying at home like the Government has told us to. I've got colleagues feeling frustrated and angry.
"We feel disrespected by Mike Ashley's decisions to try and keep the company trading. The lack of communication and plan when they knew this was likely is embarrassing."
The retailer said it is contacting the Government "at all levels" in an attempt to get confirmation from the Prime Minister.
