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The UK's No.1 Motorbike Equipment Industry Report
Organic search visibility across the UK motorbike equipment sector fell 13.00% between May 2025 and May 2026, measured across 239 brands. Fewer people reached these brands through unpaid search than a year earlier, and that decline is the context for every ranking movement in this report.
The five largest brands did worse than the field. Their combined visibility fell 18.53%, from 562,412 to 458,189 monthly visits, while the market as a whole fell 13.00%. The top of the ranking table came down faster than the brands beneath it, which means organic search demand in this sector spread across more names rather than concentrating in the leaders. That runs against what usually happens in a shrinking market, where the biggest and best-known retailers tend to hold their ground.
This matters most for the generalist stockists whose visibility sits on broad category head terms such as “motorcycle helmets” and “motorbike jackets”. When those terms compress, or when an AI Overview answers the query before anyone clicks through to a retailer, the brands ranking on them have the most to lose. Every figure in this report is measured at domain level, across organic visibility, branded search demand, review volume and owned social score, so it shows what moved across the sector even where it cannot name the cause behind a single brand.
Sports Bikeshop still leads the sector with an organic visibility score of 148,953, ranked first of 239 brands. Its lead over second-placed JS Accessories has narrowed sharply. Twelve months ago it sat 102,800 visibility points ahead; today that gap is 32,654, a fall of 68.24%. Sports Bikeshop’s own visibility dropped 34.50% over the period, from 227,423 to 148,953.
Fox Racing climbed three places to rank third on 72,637 monthly visits, overtaking Triumph and Belstaff. Bell Helmets rose eleven places to 21st, Pyramid Moto climbed 24 places to 29th, and Sidi UK jumped 63 places to 91st. Motolegends slipped six places to 15th and Webbs fell seventeen places to 38th.
Across these moves, a generalist stockist is losing ground on the broad category terms it used to own, while more focused brands gain on the specific searches riders actually type. Fox Racing did this on modest branded demand of 5,400 searches a month, which tells you the growth came from ranking for non-brand queries rather than from people looking the brand up by name. For a marketing team, this is straightforward to read: rank position at the top of the table is held up by inertia and existing brand searches, while organic growth is earned lower down by brands investing in content depth and well-structured category and product pages.
| Rank | Brand | Visibility | Year-on-year |
|---|---|---|---|
| 1 | Sports Bikeshop | 148,953 | -34.50% |
| 2 | JS Accessories | 116,299 | -6.68% |
| 3 ↑3 | Fox Racing | 72,637 | +22.06% |
Six brands with a real starting base grew their visibility while the market fell. Oxford Products grew 56.02% from a base of 13,022 visits, the strongest rate of growth among the established brands. Bell Helmets grew 55.26%, Helmet City 20.34%, Alpinestars 10.76% and 24mx 6.62%. Fox Racing grew 22.06%, and in absolute terms that is the biggest gain in the sector, 13,128 extra monthly visits.
Percentage growth flatters brands starting from almost nothing. Texpeed’s headline 3,340% is 1,837 extra visits on a base of 55. Sidi UK’s 363% is 1,581 visits from a base of 435. MSG Bike Gear’s 158% is 2,500 visits from 1,587. Ranked on the percentage column alone, all three would sit above Fox Racing, whose 22% is worth more monthly visits than the three of them combined.
The same maths works in reverse, and this is where a quick scan of the percentage column misleads. JS Accessories fell 6.68%, which looks mild and beat the market by more than six points, yet it lost 8,324 monthly visits, a larger absolute fall than almost any of the other 238 brands. For anyone benchmarking a motorbike equipment brand, the change in visits and the starting base tell you more than the percentage on its own.
| Brand | Year-on-year | Change in visits | Starting base |
|---|---|---|---|
| Texpeed | +3,340.00% | +1,837 | 55 |
| Sidi UK | +363.45% | +1,581 | 435 |
| MSG Bike Gear | +157.53% | +2,500 | 1,587 |
| Fox Racing | +22.06% | +13,128 | 59,509 |
| JS Accessories | -6.68% | -8,324 | 124,623 |
This index is measured at domain level: organic search visibility, branded search demand, review volume and owned social score. What the domain-level data shows without ambiguity is a widening split between how much people search for these brands by name and how well those brands rank for everything else.
Sports Bikeshop carries the largest branded search demand in the sector, 90,500 searches a month, and the biggest review base, 140,424 reviews at an average of 4.9 stars. Its organic visibility still fell 34.50%. Belstaff draws 49,500 brand searches a month and fell 23.54%. Demon Tweeks draws the same 49,500 and fell 22.43%. Winstanleys draws 18,100 and fell 32.01%. These are trusted names with strong branded demand whose non-brand organic footprint weakened over the year.
Reviews and a large social following earn attention, and this year they did not carry that attention through into organic visibility on their own. The brands growing their non-brand footprint did it by ranking for the products, problems and specific bikes riders actually search for. For a motorbike equipment brand holding branded demand while its organic footprint slides, that position is fixable, though the content depth, category and product pages, and schema markup have to be built deliberately rather than assumed to follow from reputation.
| Brand | Monthly branded searches | Visibility year-on-year |
|---|---|---|
| Sports Bikeshop | 90,500 | -34.50% |
| Belstaff | 49,500 | -23.54% |
| Demon Tweeks | 49,500 | -22.43% |
| Winstanleys | 18,100 | -32.01% |
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