Seasonal Trends 
Visibility Vs Authority 
Link Acquisition 
Content Performance 
10 minutes Reading time
1-50 Brands ranked
Report Updated March 2021
We’ve been putting in the work this year, researching all there is to know about the online fitness equipment industry. In this free sector report, we unveil all the inside tactics this market is using to improve SEO and online performance. With it, you can slim down your marketing strategy and be in a fitter state to take on 2021.
When you download your free copy, you’ll get a bird’s eye view of a range of useful metrics, such as visibility, keyword opportunities, and page speed. All your big competitors are featured, so you can learn from the best and mimic what they’re doing well (and avoid what they’re doing wrong).
If you’re looking to sprint with confidence into Q2 and beyond in 2021, this report could be the coach you’ve been looking for. Fill in your details using the form above and get your free copy today.
With Lockdown causing a lot of problems in the fitness and health world, more and more people looked to working out at home. As a result, for some brands, sales and visibility sored. In fact, as a whole, the fitness equipment industry increased by 3% in organic visibility in 2020. Not bad at all.
Brands that achieved good results in 2020 include the likes of Gym Equipment Superstore, which witnessed a visibility increase of 100%! Mira Fit also saw similar gains, achieving 139% year-on-year. As you can see, for some brands, it’s been a fruitful year.
For other brands, the results weren’t so peachy. For the massive brand Decathlon, visibility was lost by -12%. York Fitness also saw a drop of -23%. It seems a lot of big brands have lost out this year despite having large budgets and dedicated teams.
Curious to see why? Want to know where you ended up in our visibility league table? Get a copy of the free report now and see for yourself!
Here is a quick rundown of the top 10 sites:
Digital reach is incredibly important for online brands. The more they put out and the more people see, the more their brand will be recognised. Leading to more sales and more top-of-mind visibility.
Brand searches and social media are both important components that influence digital reach. It’s for this reason why we included these metrics in our analysis of the fitness equipment industry. These are used together to produce a league table where all the fitness equipment brands are ranked.
With this table, you can see who’s marketing efforts are grabbing attention and holding it.
For quick reference, the brand with the best digital reach is Decathlon. Despite losing visibility this year, they have managed to claim the top spot on this league table. With 823000 brand searches every month and an owned social score of 431, Decathlon is doing very well to captivate an audience.
Saying this, they’re not the best when it comes to social media exclusively. The best brands in that respect are Rogue Europe, which has an owned social score of 1461. This essentially means they’re killing it on social and engaging their audience successfully.
Both of these brands are ones to watch and learn from if you’re looking to increase your digital reach this year.
Want to see where your brand came in this competitive area? Get the free report now using the form above.
There are high competition keywords in every industry and getting them into your SEO campaign can be a beneficial activity. These keywords have high search volumes and high competition, meaning they can bring in a ton of new business if you land a top spot in Google. However, as they’re competitive, it can take a lot of man-hours to climb the SERPs.
Nonetheless, despite their elusive nature, getting them should be a primary goal when ranking your website. So, to help you out, we have performed an analysis of all the high competition keywords in the fitness equipment industry. This way, you can see which keywords you’re missing and add them into your campaign where appropriate.
The most competitive keyword in the fitness equipment industry is “dumbbells”. This keyword receives 368000 searches a month and has a competitive rating of 88/100. If you were to land a good spot for this keyword, it’s safe to say you’d see a boost in business.
Of course, some brands have already achieved a page one spot for keywords like “dumbbells”. These include the likes of Decathlon, Mira Fit, and Powerhouse Fitness. These brands are raking in the conversions by having a place at the top for this keyword.
Want to see more high competition keywords and see which brands rank for them? Get the free report now.
As well as high competition keywords, there are also opportunities available to savvy brands who know where to look. These opportunity keywords offer high search volume but low competition, making them an excellent target for the challenger brand looking for a quick impact.
Because these kinds of keywords are the lifeblood of many small online businesses, we have gone ahead and dug some up from the bottom of the fitness equipment industry. With these keywords, you can access online visibility with little to no effort.
For a quick reference, here are a few trends we found when looking at the keyword data.
It would seem only apt to find opportunity keywords for the term “dumbbell” given it’s the most competitive keyword in this industry. However, it appears variations of dumbbells not only do well in Google but are also underserved.
Dumbbell shape and size variations, as well as adjustable dumbbell keywords, have a low competitive rating but still maintain a high monthly search volume. For the challenger brand, building a few categories for these products could be a fruitful task, paying off in easy rankings and converting traffic.
The above information was discovered via a quick look at the data. Think of what you could find with an afternoon? Get access to all the opportunity keywords by filling in the form atop this page.
In the age of E-A-T, Google is always on the lookout for trustworthy signals, such as reviews, about pages, and author bios.
It’s more important than ever to be focusing on trust online. Doing so could have a noticeable impact on your visibility.
One way to build trust signals is by displaying your reviews in visible places on your website. Particularly from sites like Trust Pilot.
To help you gain a better understanding of this, we’ve created a Trust Pilot review league table, detailing all your biggest competitors and how they’re performing in terms of trust and online reputation.
With this, you see who’s doing the best and what they’re doing to keep customers happy.
Here are the top 5 brands who are crushing it in terms of online reputation:
Want to see where your brand ended up? Get the report now.
Page speed is an essential ingredient in any SEO campaign in 2021 (and beyond). If you’re not focusing on page speed, you could be losing out on a ton of traffic.
Your audience and Google are all looking for a good user experience and site speed is a large factor in that. It’s imperative you optimise your speeds and deliver content at light speed.
Because it’s so important, we create a page speed league table in our report, showing you all the best brands in the fitness equipment space who are crushing it for page speed.
With this, you can learn from the best and use their tactics to improve your speeds (if they appear to be a little lacklustre).
Here’s what PageSpeed Insights identified as the top 5 fastest Fitness equipment brands:
Interested to see where you came? Get the free report now.
Read more about the importance of page speed here.
Yes, the fitness equipment report is free. In fact, all our reports are free! Simply fill in the form at the top of this page and we’ll send you your free copy straight to your email with no strings attached.
If you can’t find your brand in our report, we can provide a personalised copy featuring your brand. Simply get in touch and we can sort the rest.
If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.
Yes, this report is 100%. All you have to do to get unlimited access is enter your information at the top of the page.
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>
