Lockdowns may be history, but the ripples they created in the UK fitness equipment industry are very much alive. Below, I’m unpacking some of the data from our 69-page market report, explaining what the raw numbers really mean for marketers..

Organic Traffic – Top 30 Brands

Rank Brand 2025 Traffic Score 2024 Traffic Score YoY %
1 Mirafit 100,990 129,110 ‑22 %
2 Fitness Superstore 49,365 59,514 ‑17 %
3 Primal Strength 40,363 21,340 +89 %
4 Strength Shop 28,883 35,480 ‑19 %
5 FitShop 27,236 112,596 ‑76 %
6 Physio Room 25,460 28,718 ‑11 %
7 Home Gym Supply 24,312 28,204 ‑14 %
8 Newitts 22,984 19,656 +17 %
9 Wolverson Fitness 19,077 28,665 ‑33 %
10 NordicTrack 16,916 18,147 ‑7 %
11 Gymgear 14,883 14,901 0 %
12 Techno Gym 14,728 12,693 +16 %
13 UK Gym Equipment 13,494 15,123 ‑11 %
14 BLK BOX 13,222 7,917 +67 %
15 Cannons UK 12,270 20,033 ‑39 %
16 Factory Weights 11,784 6,222 +89 %
17 FitKit UK 11,449 13,550 ‑16 %
18 One Peloton 10,639 69,142 ‑85 %
19 York Fitness 10,540 15,964 ‑34 %
20 Gym Equipment Superstore 10,073 15,498 ‑35 %
21 JLL Fitness 9,949 8,909 +12 %
22 Wattbike 9,737 12,086 ‑19 %
23 GymEquipment.co.uk 9,092 15,433 ‑41 %
24 Physical Company 8,957 11,601 ‑23 %
25 Rogue Fitness 8,851 4,176 +112 %
26 Pinnacle Fitness 8,737 6,603 +32 %
27 JTX Fitness 7,548 14,868 ‑49 %
28 Workout For Less 7,527 8,446 ‑11 %
29 Origin Fitness 6,826 7,054 ‑3 %
30 K‑Sport UK 6,685 11,250 ‑41 %

 

The sector’s ‑22 % average contraction conceals two opposite stories. First, strength‑focused brands (Primal Strength, Factory Weights, Rogue Fitness) rode the uptick in gym demand fuelled by TikTok tutorials and garage‑gym culture, proof that niche authority plus intent‑specific content can outgun generic strategies. Second, cardio‑centric incumbents (Peloton, Wattbike) are paying the price for over‑reliance on pandemic demand. Meanwhile, Mirafit shows that a large post‑Covid dip isn’t terminal if you pair solid technical SEO with fresh, relevance‑driven Digital PR.

2. Trust & Sentiment – Trustpilot Reviews

Rank Brand Avg Stars Review Count
1 Fitness Superstore 4.7 30,709
2 Mirafit 4.8 18,709
3 Sweatband 4.5 22,370
4 FitShop 4.5 10,846
5 JTX Fitness 4.7 6,242
6 Physical Company 4.7 5,759
7 Physio Room 3.8 34,223
8 Newitts 4.8 1,990
9 Strongway 4.8 971
10 Home Fitness Code 3.9 6,528
11‑30 Various n/a n/a

 

Physio Room sits at #7 despite having a mediocre 3.8-star rating—but with 34,223 reviews, they’re still outranking competitors with perfect scores but smaller sample sizes.

It’s the classic “busy restaurant vs empty restaurant” dilemma. Shoppers instinctively trust brands that thousands of others have already tested, even if some weren’t thrilled. A 4.9-star rating from 971 reviews (Strongway) suggests cherry-picked feedback, while 30,000+ reviews signal genuine market presence.

When buyers are investing £500-5000+ and can’t easily return 200kg machines,  the correct social proof and trust signals are essential.

Brand awareness in the fitness equipment industry

Brand Name Site Brand Searches Per Month Owned Social Score Rank
Techno Gym technogym.com 9900 1961 1
Mirafit mirafit.co.uk 27100 213 2
Roque Fitness roguefitness.com 3600 1589 3
One Peloton onepeloton.co.uk 880 4037 4
Nordic Track nordictrack.co.uk 3600 642 5
Strength Shop strengthshop.co.uk 12100 128 6
Watt Bike wattbike.com 8100 146 7
Primal Strength primalstrength.com 8100 141 8
Eleiko eleiko.com 2400 474 9
Fitness Superstore fitness-superstore.co.uk 18100 62 10
Concept2 concept2.co.uk 6600 155 11
Newitts newitts.com 9900 57 12
Wolverson Fitness wolverson-fitness.co.uk 4400 77 13
Water Rower waterrower.co.uk 4400 77 14
Physio Room physioroom.com 3600 82 15
Gym Gear gymgear.com 3600 62 16
Echelon Fit echelonfit.uk 880 199 17
Sweat Band sweatband.com 2900 55 18
Jll Fitness jllfitness.co.uk 1600 91 19
Gym Equipment gymequipment.co.uk 33100 4 20

Digital brand awareness describes how familiar consumers are with your brand or products online, whether they are searching for your brand or interacting with it on social media. To calculate this ranking, we blend branded search metrics with the performance and reach of social channels for brands across the sector.

Owned social score considers followers and engaged conversations on all major social platforms.  A strong owned audience now influences SEO more than ever—brand queries feed Google’s entity understanding, soften the impact of core updates and now, social content such as TikTok videos and Instagram reels are starting to be pulled into the SERP!

Where Should You Focus Next?

Ready for the full dataset? Download the 69‑page report.

Need a PR engine that moves the needle? Explore our Digital PR service.