The Fitness & Outdoor shelf

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

Stories

AI Shopping Shelf Insights

🇨🇦 Fitness & Outdoor · CA · August 2026

On home turf, Lululemon only gets picked for the mirror

Lululemon is Canadian, and it shows — the aesthetic athlete's shelf is mostly Lululemon. But ask about walking through a Canadian winter and AI benches it for running shoes.

The Aesthetic Athlete → Lululemon

Lululemon 48.0% Vuori 6.8% Athleta 5.3%

The Winter Walker → running shoes

HOKA 20.3% Icebug 12.7% Brooks 12.5%

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 Desk Mover The Winter Walker The New Shopper

Awareness

Lululemon 14%

NordicTrack 8%

Icebug 6%

Asics 5%

Salomon 4%

Research

Lululemon 8%

Schwinn 5%

Brooks 4%

WalkingPad 4%

HOKA 4%

Comparison

Lululemon 14%

HOKA 6%

Horizon Fitness 6%

Brooks 6%

WalkingPad 6%

Validation

Lululemon 14%

Asics 8%

HOKA 6%

Brooks 5%

NordicTrack 5%

Purchase

Lululemon 10%

HOKA 7%

WalkingPad 6%

adidas 6%

Brooks 5%

All 4 shopper personas we run for fitness & outdoor in CA, pooled. Each stage's bar is shelf-share within that stage.

Brand

Shelf-share

Shelf Share Trend

Visibility

Lululemon

11.9%

23.1%

HOKA

5.9%

21.3%

NordicTrack

4.8%

10.0%

Asics

4.3%

16.9%

UREVO

3.5%

9.4%

Brooks

3.4%

18.1%

Icebug

3.3%

10.6%

Schwinn

3.2%

6.3%

WalkingPad

2.4%

▼3.7

10.6%

New Balance

2.3%

15.0%

Nike

2.1%

12.5%

Horizon Fitness

2.1%

6.3%

Alo Yoga

1.9%

15.0%

KingSmith

1.8%

5.0%

Lacuffy

1.8%

3.8%

adidas

1.7%

8.8%

Merrell

1.6%

10.0%

Vuori

1.5%

11.3%

Sunny Health & Fitness

1.5%

7.5%

Saucony

1.3%

8.1%

Costway

1.2%

5.0%

Gymshark

1.1%

8.8%

Aritzia

1.1%

6.3%

Baffin

1.1%

4.4%

MERACH

1.0%

6.3%

No brand named

9.4%

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

Wunder Train

Lululemon

4.7%

7.8%

—

IC4 Indoor Spin Bike

Schwinn

1.8%

4.1%

—

Bondi 9

HOKA

1.7%

5.6%

—

Novablast 5

Asics

1.7%

3.8%

—

Wunder Train High-Rise Tight

Lululemon

1.4%

2.8%

—

T101

Horizon Fitness

1.3%

3.8%

—

C2 Small Treadmill

WalkingPad

1.2%

3.1%

—

Align

Lululemon

1.1%

2.2%

—

Bondi

HOKA

1.1%

2.2%

C$199.99

Clifton

HOKA

0.9%

4.1%

—

Commercial 1750

NordicTrack

0.9%

2.2%

—

Adrenaline GTS 25

Brooks

0.8%

3.1%

—

WalkingPad

0.8%

2.2%

—

Novablast 6

Asics

0.8%

1.9%

—

Duramo SL 2

adidas

0.8%

1.3%

—

WalkingPad

KingSmith

0.8%

1.3%

—

Ghost MICROspikes

Kahtoola

0.7%

3.1%

—

Ghost Max 3

Brooks

0.7%

2.5%

—

The Mat 5mm

Lululemon

0.7%

1.6%

—

Airlift

Alo Yoga

0.5%

3.1%

—

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

On home turf, Lululemon only gets picked for the mirror

Shopper Journeys

Products the engines name

How we measure

Grow your Brand’s Revenue in the AI Shopping Channel

The Fitness & Outdoor shelf