Live: The 2026 Holiday Shopping AI Shelf Index. See the shelf

Holiday Shopping 2026 · August 2026 to January 2027

The Fitness & Outdoor shelf

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

🇺🇸 US 🇬🇧 UK 🇨🇦 CA 🇦🇺 AU

Stories

AI Shopping Shelf Insights

“Fitness” means three different lives

🇺🇸 Fitness & Outdoor · US · August 2026

“Fitness” means three different lives

One word, three shoppers, three products with nothing in common: designer leggings, running shoes, and a treadmill that fits under a desk.

The Aesthetic Athlete

Lululemon 34.9% Manduka 10.9% Alo Yoga 8.8%

The Comeback Mover

HOKA 22.6% Brooks 21.2% Orthofeet 9.1%

The Desk Mover

WalkingPad 18.4% UREVO 18.2% MERACH 7.7%

See the full story →

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 Comeback Mover The New Shopper
Awareness
Brooks 26%
WalkingPad 24%
Nike 9%
GOPLUS 7%
Asics 6%
Research
Peloton 3%
RP3 Rowing 2%
Concept2 1%
NordicTrack 1%
Comparison
Brooks 21%
UREVO 12%
HOKA 12%
WalkingPad 9%
MERACH 9%
Validation
Brooks 23%
Asics 10%
Bowflex 7%
HOKA 6%
Concept2 6%
Purchase
Nike 16%
adidas 15%
NordicTrack 9%
ProForm 8%
MERACH 8%

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

Brand
Shelf-share
Shelf Share Trend
Visibility
1
Brooks
9.8%
26.9%
2
HOKA
9.4%
28.1%
3
Lululemon
8.6%
20.0%
4
WalkingPad
8.6%
18.8%
5
UREVO
3.9%
11.3%
6
Alo Yoga
3.5%
13.8%
7
Manduka
3.3%
8.8%
8
Asics
3.0%
16.9%
9
MERACH
2.7%
9.4%
10
New Balance
2.2%
15.6%
11
Nike
2.1%
10.0%
12
Vuori
1.8%
10.6%
13
Sunny Health & Fitness
1.5%
5.0%
14
DeerRun
1.4%
5.0%
15
FlexiSpot
1.3%
4.4%
16
Orthofeet
1.2%
7.5%
17
adidas
1.2%
5.6%
18
KingSmith
1.1%
3.1%
19
Liforme
0.9%
4.4%
20
Concept2
0.9%
2.5%
21
GOPLUS
0.8%
2.5%
22
ProsourceFit
0.8%
1.9%
23
FitRx
0.6%
2.5%
24
GoYouth
0.6%
2.5%
25
NordicTrack
0.6%
2.5%
No brand named
15.6%

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
Bondi 9
HOKA
3.3%
7.2%
$175.00
2
Bondi
HOKA
2.1%
4.1%
$132.00 – $165.00
3
Align
Lululemon
1.9%
3.8%
—
4
The Mat 5mm
Lululemon
1.7%
5.0%
$118.00
5
Ghost 17
Brooks
1.4%
3.4%
$99.95 – $109.95 – $119.95
6
Z1
WalkingPad
1.4%
3.4%
$64.00
7
Adrenaline GTS 25
Brooks
1.3%
4.4%
$124.95 – $159.99
8
C2 Small Treadmill
WalkingPad
1.3%
3.4%
$449.00
9
WalkingPad C2
WalkingPad
1.3%
2.8%
$399.00 – $499.00
10
SpaceWalk E1L
UREVO
1.2%
3.1%
—
11
Ghost Max 3
Brooks
1.1%
3.4%
—
12
Ghost 18
Brooks
1.1%
2.2%
$175.00
13
Wunder Train
Lululemon
1.1%
2.2%
$45.00 – $59.00
14
Clifton
HOKA
1.0%
5.0%
$107.19 – $116.25
15
Walking Pad Under Desk 2-in-1 Treadmill
MERACH
1.0%
3.4%
$96.99
16
Adrenaline GTS 24
Brooks
0.9%
3.8%
$109.95
17
Gel-Kayano
Asics
0.9%
3.4%
$96.00 – $160.00
18
Warrior Mat
Alo Yoga
0.9%
2.8%
$74.26 – $94.00
19
S19 Pro Recumbent Bike
MERACH
0.9%
1.6%
$339.99
20
Fresh Foam X 1080v14
New Balance
0.8%
3.1%
$98.00
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.