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Holiday Shopping 2026 · August 2026 to January 2027

The Fitness & Outdoor shelf

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

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AI Shopping Shelf Insights

Two assistants, two different British fitness shelves

🇬🇧 Fitness & Outdoor · UK · September 2026

Two assistants, two different British fitness shelves

The same question, asked of ChatGPT and of Google AI Mode, comes back with a different brand at the top. Some names appear on one shelf and are entirely absent from the other.

ChatGPT

HOKA 7.9% WalkingPad 6.6% Brooks 6.4%

Google AI Mode

Adanola 8.4% HOKA 6.5% Sweaty Betty 5.4%

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See all fitness & outdoor stories →

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 Rambler The New Shopper
Awareness
HOKA 22%
Brooks 18%
New Balance 17%
Altra 12%
Meindl 8%
Research
HOKA 25%
New Balance 22%
Brooks 9%
Keen 8%
FitVille 5%
Comparison
Keen 31%
Merrell 20%
Meindl 15%
Lowa 9%
Altberg 6%
Validation
Keen 23%
HOKA 21%
Altberg 11%
Brooks 7%
Altra 7%
Purchase
Keen 22%
Brooks 15%
New Balance 13%
Merrell 11%
HOKA 9%

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

Brand
Shelf-share
Shelf Share Trend
Visibility
1
Gymshark
5.9%
22.5%
2
Sweaty Betty
5.8%
21.9%
3
Brooks
5.8%
18.8%
4
Adanola
5.5%
16.9%
5
HOKA
5.4%
25.0%
6
WalkingPad
4.3%
8.8%
7
Keen
4.0%
15.0%
8
Asics
3.0%
11.9%
9
New Balance
2.9%
16.9%
10
Lululemon
2.8%
15.6%
11
CITYSPORTS
2.7%
6.3%
12
Nike
2.3%
11.9%
13
Merrell
2.2%
7.5%
14
FlexiSpot
2.0%
3.1%
15
Meindl
1.7%
7.5%
16
Altra
1.6%
10.6%
17
TALA
1.6%
10.6%
18
Altberg
1.4%
4.4%
19
AYBL
1.3%
6.9%
20
Opti
1.3%
3.8%
21
Reebok
1.2%
3.8%
22
Garmin
1.2%
2.5%
23
adidas
1.1%
7.5%
24
Ergonomist
1.1%
1.9%
25
Homefitnesscode
0.8%
2.5%
No brand named
11.9%

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.

Products the engines name

The specific SKUs surfaced inside fitness & outdoor answers.

Rank
Product
Shelf-share
Shelf Share Trend
Visibility
Price
1
Ultimate Leggings
Adanola
4.0%
10.0%
£40.00 – £65.00
2
Power leggings
Sweaty Betty
3.1%
8.2%
—
3
Bondi 9
HOKA
2.2%
6.9%
£152.34
4
Targhee IV Waterproof
Keen
1.8%
4.1%
£87.67 – £145.00
5
Power Workout Leggings
Sweaty Betty
1.5%
4.7%
—
6
Wunder Train High-Rise Leggings
Lululemon
1.0%
1.9%
—
7
Bondi
HOKA
0.9%
2.5%
£84.00
8
Electric Walking Pad
CITYSPORTS
0.9%
2.5%
£109.99 – £169.99
9
Ghost 17
Brooks
0.9%
2.2%
£84.15 – £135.00
10
Align High-Rise Leggings Women's
Lululemon
0.8%
3.4%
£64.00
11
Vital Seamless Leggings
Gymshark
0.8%
2.2%
£45.00
12
A1 Pro
WalkingPad
0.8%
1.9%
—
13
WalkingPad
KingSmith
0.8%
1.6%
—
14
Clifton
HOKA
0.7%
4.4%
£59.42 – £70.50
15
Targhee IV Wide
Keen
0.7%
2.2%
—
16
Power Legging
Sweaty Betty
0.6%
2.2%
£6.00 – £14.99
17
Forerunner 265
Garmin
0.6%
1.6%
£349.00 – £369.99
18
Fresh Foam X 880 v15
New Balance
0.6%
1.6%
£149.95
19
Olympus 6 Hike Low GTX
Altra
0.6%
1.6%
£99.00 – £157.00
20
C2 Small Treadmill
WalkingPad
0.6%
1.3%
—
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 →

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