Brandwave

Elite Fitness vs Hunting & Fishing:Which is more popular?

In September 2026, Hunting & Fishing had more branded searches than Elite Fitness among sporting goods retailers in New Zealand. Hunting & Fishing had about 61,500 branded searches, while Elite Fitness had 3,600. Hunting & Fishing made up 16.3% of all sporting goods retailer searches we track, and Elite Fitness accounted for 0.95%. When we asked ChatGPT and Google AI Overviews about sporting goods retailers, Hunting & Fishing appeared in two of the four answers and Elite Fitness in none.

Among sporting goods retailers in New Zealand in September 2026

Who do people search for more?

Hunting & Fishing, about 17 searches for every 1 for Elite Fitness

Hunting & Fishing 61.5K searchesElite Fitness 3.6K searches

Who does AI mention more?

Hunting & Fishing, mentioned in 2 of 4 answers, Elite Fitness in 0

Hunting & Fishing in 2 of 4Elite Fitness in 0 of 4

Who does AI recommend more?

Hunting & Fishing, the only one of the two named

Hunting & Fishing first in 2Elite Fitness never named

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Top sporting goods retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Hunting & Fishing was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Elite Fitness did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Rebel Sport1st
  2. Stirling Sports2nd
  3. Hunting & Fishing3rd
  4. JD Sports–
  5. Smith's Sports Shoes–
  6. Elite Fitness–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Rebel Sport4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Stirling Sports3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hunting & Fishing2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • JD Sports0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Smith's Sports Shoes0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Elite Fitness0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about sporting goods retailers

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Elite Fitness or Hunting & Fishing more popular in search?

This chart shows how often people search Google for Elite Fitness and Hunting & Fishing by name. Each line represents a brand's share of searches for all six sporting goods retailers we track, month by month, from searches in New Zealand.

Elite Fitness and Hunting & Fishing among sporting goods retailers in New Zealand, by month

Share of searches by month for Hunting & Fishing, Elite Fitness. The figures are in the table below the chart.

View monthly share of searches table
MonthRebel SportJD SportsHunting & FishingStirling SportsSmith's Sports ShoesElite Fitness
Oct 202555%20.2%13.8%9%0.99%0.98%
Nov 202551.1%22.9%15.6%8.4%1.1%0.75%
Dec 202550.9%18.7%19%10.2%0.75%0.5%
Jan 202653.1%16%19.9%8.7%1.4%0.95%
Feb 202653%19.5%16.3%8.7%1.4%0.95%
Mar 202648.1%21.7%18%9.7%1.6%0.86%
Apr 202656.4%17%17.2%7.6%1%0.82%
May 202653.2%19.6%16.3%8.8%1.2%0.95%
Jun 202649.8%22.4%15.3%10%1.3%1.1%
Jul 202652.2%19.2%16%10.5%1.2%0.94%
Aug 202650%22.5%15.3%10.1%1.1%1.1%
Sep 202653.2%19.6%16.3%8.8%1.2%0.95%

How has the Elite Fitness and Hunting & Fishing comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand sporting goods retailers in September 2026?

2 changes

  1. In September 2026, Hunting & Fishing gained share of searches among sporting goods retailers in New Zealand, from 15.3% to 16.3%.

  2. Estimated monthly branded searches for Elite Fitness in New Zealand fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Elite Fitness’ and Hunting & Fishing’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.

Elite Fitness

3 branded search terms

  • elite fitness
  • elite fitness shoes
  • elitefitness

Hunting & Fishing

2 branded search terms

  • Hunting & Fishing
  • hunting fishing

How the Brand Demand Index is measured

Other head-to-heads among sporting goods retailers

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