10 minutesReading time
Updated March 2018
We’ve produced a 2018 Market Performance Report for the Fitness Equipment Retailers sector.
The report enables industry leaders in this field to gain a vaster understanding of where they sit against their competitors in the digital landscape.
The best performers are ranked against each other after being analysed in certain areas. Each brand is given an individual qualitative score in 9 key performance metrics based on year on year figures. These include SEO Visibility, Link Authority and Brand Reach scores.
Only the top Fitness Equipment Retailers have featured in this report, but don’t worry if you can’t see your company. We source data across the whole industry to produce the full report. We’d love to send you the data that includes your brand, just ask.
Our report looks at the market from a data perspective, providing you with the means to analyse the sector yourself. However, if the tables and charts aren’t your thing, don’t worry. Below we’ve highlighted the biggest contenders in the sector and what they’re doing right.
Read this post alongside the report to get the best picture.
In SEO, visibility is one of the most important metrics to focus on because it has such an impact on other metrics.
It’s worth saying initially that the visibility in this market is generally low across the board.
Overall it looks to have been a tough year for the Fitness Equipment sector with all of the top three retailers losing visibility.
Fitness Superstore is still the market leaders in this category but lost 17% of their visibility last year.
Powerhouse Fitness has lost 15% and PhysioRoom lost 33% visibility.
Elsewhere in the top 10, four other retailers have had visibility losses: The Sports HQ (38%), Physical Company (17%), Life Fitness (33%) and Sweatband (58%).
Concept 2, however, has raced up the board to position four after a massive 91% increase in visibility.
York Fitness has also had an impressive increase of 39% and TechnoGym has had an increase of 20%. These are great achievements; however, they are still a long way off the top five spots.
We’ve identified the highest competition and biggest opportunity keywords for the Fitness Equipment sector which you can find in the report.
Both sets of keywords focus around product searches, however, there is clearly competition around consideration content. The keyword ‘kettlebell exercises’ proves this.
And in fact, none of our retailers is ranking on page one for this term.
It’s so important to look at the keyword landscape when considering your SEO strategy so you know what people are searching for. Otherwise, it’s easy for opportunities like this to be missed.
Overall, this is a very competitive marketplace. Department stores and supermarkets are difficult to contend with, but there are ways you can rank well.
For the top competition keyword, ‘exercise bike’, only Powerhouse Fitness and Fitness Superstore are ranking on page 1.
Powerhouse Fitness has a fantastic piece of consideration content at the bottom of their exercise bikes page which gives potential customers buying information and tips. This is a brilliant way to bring keywords on to your page and increase your chances of ranking as Google love pages with rich, useful copy.
Fitness Superstore has a neat title tag and meta description which touches on offers, types of bikes and delivery information. Similarly, they have content about exercise bikes, what to use them for and what to consider when buying one.
Well done to both retailers for optimising these pages effectively and implementing the same strategy across their sites to rank for most keywords.
Fitness Superstore is ranking twice for the term ‘weight set’ – first with their weights category page, then with their subcategory of weight sets. Their title tags and meta descriptions are optimised well but their meta data for the subcategory is slightly too long.
York Fitness is also ranking for this term, but again their meta description and title tags extend beyond the character limit. They also have a short bit of copy at the top of their page explaining their products, however, this is not as rich as the copy seen from the previous two retailers we’ve mentioned.
The retailers specific to this market are clearly having a difficult time trying to rank on page 1 for these competitive terms.
However, with SEO best practices, improved content and attention to detail, there’s no reason why other retailers can’t achieve what Powerhouse Fitness, Fitness Superstore and York Fitness have achieved.
Building high-quality links should be an integral part of your content and SEO strategy. While you may not immediately connect content marketing with SEO, the former can immensely improve the latter.
TechnoGym is topping the charts in terms of links. They are an international company and gain a lot of links from product images and home pages from different countries.
Their Let’s Move initiative takes statistics from members of all their gyms across the country and ranks them in a chart to play to their competitive natures and aim to get them active.
The page features mini infographics, moving data displays, previous results and shoppable content. It’s a fantastic example of turning your earned audience into an owned one – you can even buy Let’s Move merchandise.
They also have a newsroom which keeps users up to date on updates from the brand. This gains a few links but could gain more if the data was more selfless and less self-promotional.
Physio Room has a fantastic resource section on injuries which is interactive meaning a user can click on the injured section of their body and get advice tailored to them. These sections have shoppable content within them meaning you can buy directly from the page.
There’s also a list of guides from medical terms explained to detailed explanations of common injuries and advice.
This article on Knee Ligament Injuries gained 54 unique links from mostly medical and sport-related sites and publications including Attack Point, Runners Forum and Prime Health Channel.
This kind of content is brilliant for turning your earned audience into an owned audience. Useful, relevant advice is likely to help them to trust you. This will put you on the path to becoming an industry leader for impartial knowledge.
Remember in the last section we talked about keyword research? One of the top competition keywords for your sector is ‘kettlebell exercises’ and no one is capitalising on it.
Producing articles like this one from The Greatist will have customers using your site for tips and tricks as well as products. Throw in a few shoppable products throughout and you have a page that gives help but also converts to sales.
We created The Highlight for beauty retailer, Gorgeous Shop. Their posts include shoppable functionality which can be changed at any point, giving them the freedom to tailor posts to suit their audience needs and use their knowledge of product popularity to gain additional sales.
York Fitness has a blog which features this kind of helpful content, but their articles don’t seem to be gaining any links. A better outreach strategy and more accessible blog could be the key to success here.
Social media platforms are the perfect places to build audiences and grow your following. They let you show your personality as a brand and engage with your customers.
TechnoGym has the highest owned social score which is most likely due to the number of fitness centres they have around the world. Their Facebook feed features training videos, news articles, recipe ideas and product posts.
They are also very active on Instagram and post regular videos using hashtags to encourage followers to engage. They use influencers to promote their products and services, encouraging a new audience to see their products.
Physio Room has the highest number of brand searches but a low owned social score in comparison.
Their Facebook feed features mostly products and posts from their site with a recurring post of the English Premier League Injury Table. Implementing a content planner for social media would ensure their feeds were more varied.
Their Instagram feed is also mainly product promotions rather than engaging content. Including stories and live posts may engage more users.
Watt Bike is 4th in our list. They regularly post promotions for their competitions and events, blog posts with advice from experts and behind the scenes exclusives and route ideas.
Their Facebook would be a brilliant hub to visit for cyclists as it provides a lot of insight into the sports with hints and tips.
Need help with any of the above? Set us a challenge or download the report below for more insights.