Sportega started as SportObchod.cz in 2002, selling ice hockey equipment. As of today, fans of 20 different sports in 8 European countries choose from Sportega’s portfolio. 

Sportega covers the range for ice hockey, tennis, cycling, running, fitness, skating, squash or even table tennis. 

After the entry of enterstore, Sportega managed to buy the store Fitness4U which focuses on fitness nutrition, accessories and food supplements. 

The acquisition aims to leverage the brand’s potential and make it more competitive in foreign markets, which is where enterstore’s team, who has an extensive business and e-commerce experience, is an asset.

Sportega supports athletes, sports clubs and foundations. For example, it supports dozens of ice hockey clubs in Czechia and Slovakia through its team programme. 

In 2022, after 20 years, the company name was changed. SportObchod.cz was abandoned and the brand was unified across all markets under the name Sportega.