Gemma Lee vs JS Industries:Which is more popular?
In September 2026, Gemma Lee and JS Industries were level in searches among surf brands in New Zealand, with an estimated 110 branded searches each, at 0.6% of the total each. When we asked ChatGPT and Google AI Overviews about surf brands, JS Industries appeared in three of the five answers and Gemma Lee in two. JS Industries was mentioned before Gemma Lee in three out of four answers that named either.
Who do people search for more?
Gemma Lee and JS Industries are searched for about as often as each other.
Who does AI mention more?
JS Industries, mentioned in 3 of 5 answers, Gemma Lee in 2
Who does AI recommend more?
JS Industries, named ahead of Gemma Lee in 3 of 4 answers
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Top surf brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, JS Industries was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Gemma Lee was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. JS Industries was listed before Gemma Lee in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Rip Curl1st
Billabong2nd- Seventhwave3rd
Roxy4th- JS Industries5th
- Gemma Lee6th
Volcom7th
Quiksilver8th
O'Neill9th
Salty Crew–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Billabong3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- JS Industries3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Volcom2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- O'Neill2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Quiksilver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Roxy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Seventhwave2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Gemma Lee2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Salty Crew0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about surf brands
5 answers
Asked ChatGPT
“Which surf brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best surf brands in New Zealand?”
Asked ChatGPT
“What's the best surf brand in New Zealand for beachwear?”
Searched Google, AI Overview
“surf brands”
Searched Google, AI Overview
“surf clothing nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Gemma Lee or JS Industries more popular in search?
This chart shows how often people search Google for Gemma Lee and JS Industries by name. Each line represents a brand's share of searches for all ten surf brands we track, month by month, from searches in New Zealand.
Share of searches by month for Gemma Lee, JS Industries. The figures are in the table below the chart.
View monthly share of searches table
| Month | Billabong | Rip Curl | Volcom | Salty Crew | O'Neill | Quiksilver | Roxy | Seventhwave | Gemma Lee | JS Industries |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.3% | 36.7% | 7.2% | 9.1% | 5.9% | 4.9% | 3.2% | 1.6% | 0.55% | 0.55% |
| Nov 2025 | 30.9% | 36.8% | 5.2% | 10.7% | 5.2% | 4.5% | 3.8% | 1.6% | 0.85% | 0.46% |
| Dec 2025 | 28.7% | 38.3% | 5.6% | 11.2% | 5.7% | 4.1% | 3.1% | 2% | 0.71% | 0.47% |
| Jan 2026 | 30.3% | 38.4% | 6.5% | 7.5% | 6.6% | 4% | 3.5% | 2% | 0.59% | 0.59% |
| Feb 2026 | 30.7% | 36% | 6.8% | 7.3% | 7.8% | 5.1% | 2.9% | 1.9% | 0.82% | 0.82% |
| Mar 2026 | 29.6% | 35.7% | 8.6% | 7.4% | 7.6% | 5.1% | 2.4% | 1.9% | 0.65% | 1% |
| Apr 2026 | 33.3% | 33.5% | 9.1% | 7% | 7.1% | 4.1% | 2.2% | 2.1% | 0.38% | 1.2% |
| May 2026 | 30.7% | 30.7% | 10.3% | 9.3% | 7.8% | 5.2% | 2.4% | 1.9% | 0.83% | 1% |
| Jun 2026 | 26.6% | 34.2% | 11.2% | 8.4% | 8.1% | 6.2% | 2.2% | 1.7% | 0.45% | 0.89% |
| Jul 2026 | 27% | 34.2% | 12.1% | 8.5% | 7.9% | 5% | 2.5% | 1.6% | 0.43% | 0.68% |
| Aug 2026 | 31.4% | 32.3% | 11.2% | 7.9% | 7.1% | 4.3% | 3.1% | 1.5% | 0.65% | 0.53% |
| Sep 2026 | 35.5% | 33.6% | 8.6% | 6.9% | 6.5% | 3.3% | 3.2% | 1.2% | 0.6% | 0.6% |
How has the Gemma Lee and JS Industries comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: JS Industries took it in March 2026, Gemma Lee took it in August 2026.
- Across the 12 months ending September 2026, Gemma Lee’s share of searches among surf brands in New Zealand moved from 0.55% to 0.6%, and its estimated monthly branded searches held steady at 110.
- Across the 12 months ending September 2026, JS Industries’ share of searches among surf brands in New Zealand moved from 0.55% to 0.6%, and its estimated monthly branded searches held steady at 110.
How did search popularity change for New Zealand surf brands in September 2026?
0 changes
Neither Gemma Lee nor JS Industries moved beyond provider rounding among surf brands in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Gemma Lee’s and JS Industries’ 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.
Gemma Lee
1 branded search term
- gemma lee
JS Industries
1 branded search term
- js industries
Other head-to-heads among surf brands
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