I see it a bit differently ... but it's likely due to the potential at the End user level, with about 2,500,000 Google search results for the term. Here are some good potential "leads", as I see it:
Thinking fitness and "conditioning", health-wise. The ".ORG" is suitable, for instance in the case of the first provided "link" * ... $500 - $750+ here in this scenario, IMHO. Start higher, and be willing to negotiate. Also, less in Wholesale, perhaps 10% or more of End user, $75 - $100+ and if they also see this potential.
Best of Luck.