Burton vs Capita:Which is more popular?
In September 2026, Burton and Capita were level in searches among ski and snowboard brands worldwide, with an estimated 95.8K versus 90.5K branded searches, at 8.7% and 8.3% of the total. When we asked ChatGPT and Google AI Overviews about ski and snowboard brands, Burton appeared in three of the five answers and Capita in two. Burton was mentioned before Capita in every answer that named either.
Who do people search for more?
Burton, about 6% more searches than Capita
Who does AI mention more?
Burton, mentioned in 3 of 5 answers, Capita in 2
Who does AI recommend more?
Burton, named ahead of Capita in 3 of 3 answers
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Top ski and snowboard brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Burton was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Capita was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Burton was listed before Capita in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Salomon Ski1st- Burton2nd
Rossignol3rd
Atomic4th- Blizzard5th
- Jones Snowboards6th
Völkl7th
Capita8th
K29th
Lib Tech10th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Rossignol4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Atomic4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Jones Snowboards4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Salomon Ski4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Burton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Völkl3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- K22 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Capita2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Blizzard2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lib Tech2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about ski and snowboard brands
5 answers
Asked ChatGPT
“Which ski or snowboard brand should I buy?”
Asked ChatGPT
“What are the best ski and snowboard brands?”
Asked ChatGPT
“What's the best ski or snowboard brand for mountain sports?”
Searched Google, AI Overview
“best ski brands”
Searched Google, AI Overview
“best snowboard brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Burton or Capita more popular in search?
This chart shows how often people search Google for Burton and Capita by name. Each line represents a brand's share of searches for all ten ski and snowboard brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Burton, Capita. The figures are in the table below the chart.
View monthly share of searches table
| Month | K2 | Burton | Capita | Rossignol | Atomic | Jones Snowboards | Salomon Ski | Blizzard | Lib Tech | Völkl |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 59.2% | 8.8% | 7.6% | 11.4% | 4.1% | 2.3% | 2.3% | 1.5% | 1.3% | 1.5% |
| Nov 2025 | 49.5% | 13.4% | 6.2% | 14% | 6% | 2.8% | 2.8% | 1.9% | 1.5% | 1.9% |
| Dec 2025 | 45% | 17.4% | 5.6% | 12.5% | 6.7% | 2.5% | 3.8% | 2.5% | 1.4% | 2.5% |
| Jan 2026 | 39.6% | 16.5% | 6% | 16.2% | 7.7% | 3.3% | 4% | 2.7% | 1.5% | 2.7% |
| Feb 2026 | 39.2% | 16.7% | 7.2% | 13.2% | 8.9% | 3.2% | 4% | 2.6% | 1.8% | 3.2% |
| Mar 2026 | 52.8% | 8.9% | 8.2% | 12.3% | 5.4% | 3% | 3% | 2.5% | 1.4% | 2.5% |
| Apr 2026 | 66.9% | 5.1% | 8.8% | 10.7% | 2.5% | 1.4% | 1.4% | 1.2% | 0.97% | 0.97% |
| May 2026 | 75.1% | 3.9% | 6.7% | 9.9% | 1.1% | 0.73% | 0.89% | 0.49% | 0.73% | 0.49% |
| Jun 2026 | 77.9% | 4.1% | 6.9% | 6.9% | 1.1% | 0.76% | 0.76% | 0.41% | 0.76% | 0.41% |
| Jul 2026 | 71.6% | 5.5% | 9.5% | 7.8% | 1.5% | 1% | 1% | 0.57% | 0.85% | 0.69% |
| Aug 2026 | 76.3% | 5.7% | 5.6% | 5.6% | 2% | 1.4% | 1.1% | 0.74% | 0.91% | 0.74% |
| Sep 2026 | 63.1% | 8.7% | 8.3% | 8.3% | 3.6% | 2% | 2% | 1.4% | 1.4% | 1.4% |
How has the Burton and Capita comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Capita took it in April 2026, Burton took it in August 2026.
- Across the 12 months ending September 2026, Burton’s share of searches among ski and snowboard brands worldwide moved from 8.8% to 8.7%, and its estimated monthly branded searches moved from 127K to 95.8K.
- Across the 12 months ending September 2026, Capita’s share of searches among ski and snowboard brands worldwide moved from 7.6% to 8.3%, and its estimated monthly branded searches moved from 110K to 90.5K.
How did search popularity change for ski and snowboard brands worldwide in September 2026?
2 changes
In September 2026, Burton gained share of searches among ski and snowboard brands worldwide, from 5.7% to 8.7%.
In September 2026, Capita gained share of searches among ski and snowboard brands worldwide, from 5.6% to 8.3%.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Burton’s and Capita’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among ski and snowboard brands
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