Seasonal Trends 
Visibility Vs Authority 
Link Acquisition 
Content Performance 
10 minutes Reading time
20 pages Length
In this sector report, we take a closer look at the fitness equipment market to investigate which brands are using online marketing to boost their bottom line and generate greater awareness. Additionally, you’ll be able to get a bird’s eye view of your competitors, seeing which brands are keeping fit and lean, as well as the ones who need a tighter fitness regime.
SEO and online marketing are complicated concepts to measure but this report does a fantastic job at condensing and breaking them down into practical tips which you and your brand can use to get a head start.
Metrics such as visibility, page speed, and keyword potential are all included inside. As well as the basics, we also dive deep into metrics such as brand reach, social score, and online reputation – metrics which you’ll struggle to find in any other report.
If you think your online marketing strategy could do with a fat trim, this fitness equipment industry overview is your answer – download it now.
Although there have been significant movements across the board, the fitness equipment industry has decreased by -16%. Big brands such as Decathlon have seen losses as much as -22%. Clearly, some of these brands need help with their online marketing strategy.
Although some brands have suffered, others have flourished. Best Gym Equipment and Mirafit have seen visibility increases as much as 183%! Where some brands are falling, it only makes sense that other brands will move up and take the spots of these fallen giants.
For a full breakdown, grab a copy of the report using the form above.
Here is a quick rundown of the top 10 sites:
Some of the products in the fitness equipment industry are relatively high ticket, meaning there is plenty of competition for those keywords with high commercial intent.
Seeing which brands are taking those important spots can provide a lot of insight into what smaller brands can do to upgrade their marketing strategy. With this in mind, we take a closer look at which brands are topping the charts for competitive search terms.
For the most competitive keyword in the industry – treadmills – Fitness Superstore is sitting pretty in position one. This is impressive to see considering they’ve lost 21% visibility YoY. Two generic online stores (Argos and Amazon) take the next two spots, followed by Powerhouse Fitness and Decathlon. It’s good to see that individual brands are making the first page for such a competitive term.
The second most competitive keyword shows a different story. ‘Exercise bike’ receives over 60k searches every month but many of the brands on this report are not on the first. Generic online stores such as Amazon and Sports Direct are taking the highest positions. However, saying this, brands such as Fitness Superstore and Powerhouse Fitness are resting nearer the bottom of the page. This could be a good indication that even the big players in the industry could do with some SEO help.
As well as high competition keywords, the report also looks at how smaller brands can utilise opportunity keywords to meander around the larger sites which are swamping the competitive terms. Some of these terms get as much as 20k monthly searches.
When investigating the SERP environment of some of these opportunity terms, here’s what we saw.
One of the keywords identified had over 4k monthly searches and none of the larger brands were appearing on the first page. Therefore, this keyword is ripe for the taking for smaller brands who are struggling to compete with the authority of larger sites.
By using this keyword to develop an entirely new category or to optimise an existing one, brands could capture a new stream of potential customers, dramatically improving the bottom line. It would be a simple and effective way to work around the larger brands.
Want to see this keyword? Download the report now.
Sometimes, exercise and gym equipment can be daunting, especially when the person searching is new to the industry. To help people to make the best decision for them, list-based articles help to guide people in the right direction.
With one of the opportunity keywords, a few informational guides were appearing on the SERPs, indicating this kind of content is satisfying searcher intent (at least in Google’s eyes).
Smaller brands could look to produce more of these guides if they’re looking to improve their overall search visibility. Additionally, they’ll also have the added effect of improving brand awareness and perceived authority; brands who share this kind of helpful, practical information tend to stick in prospects’ minds, leading to improved brand salience.
Interested to see where you should be focusing on content marketing? Get the report now.
Social media is a huge force in the world of online marketing and if you’re not present on platforms such as Instagram or Facebook, you’re missing out on an ocean of new and returning customers.
As well as everything search, our reports also look at the social accounts of the brands, seeing who’s engaging with their audience online the best. As well as this, we also analyse brand mentions to assess who’s being searched the most on Google.
When it comes to being social savvy, one brand stands out from the rest. With a social score of 1393, Rogue Europe is smashing the competition. They have a total of 898k followers across their social platforms. One of their more active platforms is Instagram which has over 200k followers. They tend to share a lot of videos and motivational content which gets thousands of views and hundreds of likes. A lot of the content is competitive events, particularly in the strong man scope of things. This is one brand you should keep an eye on.
However, although Rogue is doing well on the social side of things, they aren’t getting the most brand searches – Watt Bike is. However, as this is a well-known branded bicycle, it is no surprise as to why it’s being searched so frequently.
If you’re looking to tone up your social media and brand reach, get the report and see what the best brands are doing to turn social into a revenue stream.
Page speed is a crucial element of any website, both from an SEO and UX point of view. If your site is performing poorly, you could be losing out on a ton of revenue.
We investigated the page speed of the brands in this report to see who’s performing the best.
Here’s what PageSpeed Insights identified as the top 5 fastest fitness equipment brands:
Read more about the importance of page speed here.
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These are the largest fitness equipment retailers on the internet in 2019:
<ol>
<li>Physioroom.com</li>
<li>Fitness-superstore.co.uk</li>
<li>Gymequipment.co.uk</li>
<li>Powerhouse-fitness.co.uk</li>
<li>Sweatband.com</li>
<li>Strengthshop.co.uk</li>
<li>Technogym.com</li>
<li>Nordictrack.co.uk</li>
<li>Wattbike.com
<li>Concept2.co.uk</li>
</ol>
We have a minimum threshold that we consider when it comes to choosing the brands that get featured on in our exclusive reports. If your brand isn’t included, it might have not met our requirements in terms of visibility. However, if it does meet the threshold and still isn’t here, get in touch and we will re-run the analysis.
These brands have seen better days. Here’s a list of the brands that have seen the biggest decline in their visibility:
<ol>
<li>Kettlebells (-66%)</li>
<li>Gym Kit UK (-61%)</li>
<li>Sweatband (-58%)</li>
<li>Watson Gym (-39%)</li>
<li>Fitness Warehouse (-37%)</li>
</ol>
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These brands have been fortunate to receive an increase in overall visibility this year. Copy and replicate what they’re doing and boost your SEO today!
<ol>
<li>Matrix Fitness (769%)</li>
<li>Jordan Fitness (624%)</li>
<li>Athlete Shop (406%)</li>
<li>Body Sculpture (270%)</li>
<li>Mira Fit (215%)</li>
</ol>
