The Fitness & Outdoor shelf

What ChatGPT and Google AI Mode recommend when a AU shopper asks them about fitness & outdoor — ranked by how often each brand made the shelf.

Stories

AI Shopping Shelf Insights

🇦🇺 Fitness & Outdoor · AU · August 2026

Aussie “fitness” includes a camping cooler

Ask about staying active in Australia and the shelf fills with eskies and caravans. Leg day, apparently, is at the campsite.

The Summer Outfitter

Coleman 13.2% EvaKool 5.7% Shelta 5.7%

The Grey Nomad

HOKA 22.7% Brooks 8.7% Asics 7.2%

See the full story →

Shopper Journeys

How the fitness & outdoor shelf shifts as a shopper moves from “what's out there” to “which one do I buy”, for everyone or for one shopper.

Everyone The Aesthetic Athlete The Grey Nomad The Summer Outfitter The New Shopper

Awareness

Asics 21%

adidas 10%

Everfit 9%

WalkingPad 9%

KingSmith 8%

Research

Lifespan Fitness 16%

Horizon Fitness 12%

WalkingPad 8%

Everfit 4%

Black Lord 4%

Comparison

Asics 15%

Everfit 13%

HOKA 10%

Black Lord 10%

Brooks 9%

Validation

Asics 24%

Everfit 10%

Black Lord 7%

Brooks 7%

WalkingPad 6%

Purchase

Everfit 28%

Asics 17%

Brooks 9%

HOKA 8%

adidas 8%

The New Shopper's shelf. Each stage's bar is shelf-share within that stage.

Brand

Shelf-share

Shelf Share Trend

Visibility

HOKA

6.2%

21.3%

Asics

5.9%

18.8%

LSKD

4.3%

10.0%

Everfit

3.8%

8.1%

Brooks

3.7%

18.8%

Coleman

3.5%

12.5%

OZtrail

3.0%

10.0%

Dometic

2.2%

9.4%

adidas

1.9%

8.1%

New Balance

1.7%

12.5%

Nike

1.6%

10.0%

YETI

1.5%

7.5%

Oztent

1.5%

6.3%

P.E Nation

1.3%

6.9%

Engel

1.2%

7.5%

Black Lord

1.2%

4.4%

Kulani Kinis

1.2%

▲1.1

4.4%

Speedo

1.1%

6.3%

Bondi Born

1.1%

5.6%

WalkingPad

1.1%

2.5%

Lifespan Fitness

1.0%

6.9%

Seafolly

1.0%

5.0%

CoolCabana

1.0%

1.9%

Nimble Activewear

0.9%

5.6%

Sunday Afternoons

0.9%

3.1%

No brand named

8.8%

Shelf-share = the share of shopper attention a brand holds. Visibility = the share of answers that named it at all.

How to read this table

Shelf-share weights every mention by where the brand sits in the answer, so the shelf adds up to 100%. Named first on a short shelf is worth far more than named fourth on a long one.

Visibility ignores position — simply how often a brand is named. Divide shelf-share by visibility and you get how much of the shelf a brand takes when it does appear.

No brand named is the share of answers that recommended no identifiable brand at all — advice, or retailers only.

Movement shows only where a week-over-week change is larger than the variation between readings. Most weeks, most brands are steady.

Products the engines name

The specific SKUs surfaced inside fitness & outdoor answers.

Product

Shelf-share

Shelf Share Trend

Visibility

Price

Bondi 9

HOKA

1.4%

2.8%

—

Novablast 5

Asics

1.1%

2.5%

—

Bondi 8

HOKA

1.0%

2.5%

—

Clifton

HOKA

0.9%

4.7%

—

Superblast 3

Asics

0.9%

1.6%

—

Ghost Max 3

Brooks

0.8%

3.8%

—

Adizero Evo SL

adidas

0.8%

3.1%

—

Bondi

HOKA

0.8%

2.2%

—

King Kokoda Chair

Oztent

0.8%

1.9%

—

Cool-Ice CI 55

Dometic

0.7%

1.6%

—

Electric Walking Pad

Everfit

0.7%

1.3%

—

Novablast 6

Asics

0.7%

1.3%

—

Pacific 200cm UPF50 Beach Umbrella

Shelta

0.6%

0.9%

—

Accelerate shorts

LSKD

0.6%

—

King Goanna Chair

Oztent

0.5%

1.9%

A$179.99

Anacapa 2 Low GTX

HOKA

0.5%

0.9%

—

CoolCabana 5 (Large)

CoolCabana

0.5%

0.6%

—

Addiction Walker 2

Brooks

0.4%

2.2%

—

Ghost

Brooks

0.4%

1.9%

—

C2 Compact Folding Treadmill

WalkingPad

0.4%

1.6%

—

How to read this table

Price is a band, not one number: the cheapest price on the market, the brand’s own price in bold, and the dearest — sorted low to high. Where only one figure is known, only one is shown. A dash means no price we could verify, not a free product.

How we measure

We ask the assistants the same real shopper questions each run, and record every brand each one recommends.

What that means in practice

Each run we ask ChatGPT and Google AI Mode the same set of questions, one persona and market at a time.

Shelf-share is the share of answers in a category that named a brand. The questions never name a brand, so a brand is on the shelf because the engine chose it.

We settle on the questions before each run, never after. A brand on the shelf is the assistant’s pick, not one we went looking for.

Read the full method — the shoppers, their journey, and the season →

Grow your Brand’s Revenue in the AI Shopping Channel

See which shoppers already find you on the shelf, and where you are missing.

🏃 The Fitness & Outdoor shelf

AI Shopping Shelf Insights

Aussie “fitness” includes a camping cooler

Shopper Journeys

Products the engines name

How we measure

Grow your Brand’s Revenue in the AI Shopping Channel

The Fitness & Outdoor shelf