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The UK's No.1 Fitness Equipment Industry Report
Between January 2025 and January 2026, organic search visibility across the UK fitness equipment sector grew 16% year-on-year. Consumer demand for home gym and fitness equipment is still strong heading into 2026, and the 16% reflects that demand.
The aggregate figure is a weak benchmark on its own. The Salience Index Fitness Equipment Report measures organic search visibility across more than 50 UK fitness equipment brands, and the spread between them is wide. Some brands grew several times faster than the 16% market rate. Others lost a quarter or more of their visibility over the same twelve months, in a market that was supposed to carry them forward.
Read by its average, the category looks healthy. Read brand by brand, the report shows where organic traffic is actually moving, which brands are taking share on product-intent search terms, and which brands are holding rank on brand-search volume while their organic performance declines.
That comparison is what this report is built around. We rank each brand against the 16% benchmark, show the year-on-year change in monthly visits, and track the rank moves that follow. The brands growing fastest are concentrated in a specific tier of high-volume, low-competition product keywords, and the brands declining are mostly established names that have leaned on awareness to do work that organic search rankings do not reward.
NordicTrack was once a category leader in connected home fitness. Over the last twelve months it lost 75% of its UK search visibility and dropped 32 positions in the sector ranking. Muscle Squad, which sells resistance equipment in one of the fastest-growing product categories, fell 61% and dropped 17 places. Fitness Superstore has 14,800 monthly brand searches and genuine consumer recall, and its visibility still declined 14% while the market grew 16%.
You could read NordicTrack as a product-category problem. Connected fitness hardware has been in a commercial slump since 2021, and subscription home-exercise kit no longer sells the way it did. That reading cannot explain Muscle Squad, which sells the same dumbbells, barbells and racks as York Fitness. York Fitness grew 1,397% over the same period, so the product category was not the deciding factor.
The challenger brands grew at a scale that is hard to ignore. York Fitness grew search visibility 1,397% year-on-year, JTX Fitness grew 1,230%, and Strongway grew 3,409%. Those three now rank sixth, seventh, and inside the top 20 in the sector. None of them ran a content marketing overhaul to get there. They became the most relevant result for the specific product terms consumers were already searching, and their rankings followed.
The report ranks every brand against the 16% benchmark so you can see which side of this split your own performance sits on, and which competitors took the share the declining names gave up.
Mirafit leads the UK fitness equipment market with 141,232 monthly visits, up 21% year-on-year. That puts it nearly 2.2 times larger than its nearest competitor. Primal Strength grew 39% to take the number two position with 64,310 monthly visits, and Fitshop grew 66% to reach number three with 51,563 monthly visits.
The top 10 brands account for a disproportionate share of total sector visibility, and that concentration is increasing. The leading cohort is growing faster than the market while several mid-tier brands decline, so the distance between the two groups widens with every refresh. Home Gym Supply is one example of the mid-tier slipping, down 23% year-on-year in the same market that grew 16%.
A gap this size has a practical consequence for everyone below the top 10. The flagship generic terms that drive the most volume, such as “gym equipment” at 74,000 monthly searches, are effectively held by the largest incumbents and need substantial domain authority to contest. As the leaders compound their visibility, those terms get harder to take, and the realistic route to growth for a challenger runs through the high-volume, low-competition product terms instead.
That is how Primal Strength and Fitshop climbed. Both grew by ranking for purchase-intent product queries while leaving the most contested head terms to the incumbents. The report shows the full top 10, the monthly visit counts behind each position, and the year-on-year change that moved brands up or down the table.
The fitness equipment market has a familiar set of high-competition flagship terms. “Gym equipment” draws 74,000 monthly UK searches at a competition score of 100, and “home gym” draws 40,500 at high competition. The largest incumbents effectively own these terms, and contesting them needs significant domain authority.
Below those head terms sits a tier of high-volume product keywords that almost nobody is contesting hard. “Leg press” generates 19,000 monthly UK searches at a competition score of just 14. “Running machine” generates 9,600 searches at competition 4. “Dumbbells” gets 8,700 searches at competition 6. These are product-intent queries: the person typing them already knows what they want and is shopping for it, so the brand that ranks for them captures bottom-of-funnel traffic at the point of purchase.
This is what connects the winners. York Fitness, JTX Fitness, Strongway, Fitshop and Primal Strength serve different price points and customer segments, but their product ranges and site structures map cleanly onto this underserved keyword tier. York Fitness’s core catalogue of weight benches, barbells, dumbbells and home gym kit lines up almost directly with the opportunity terms, and its 1,397% growth is the measurable result of that alignment.
The declining brands had the opposite profile. Their visibility was tied to terms where competition is highest and search intent is broadest, and they underinvested in the product queries where conversion actually happens. The report lists the highest-opportunity keywords by search volume and competition score so you can see which ones your pages already rank for, and which are still open.
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