Decathlon vs GO Outdoors:Which is more popular?
In September 2026, Decathlon had more branded searches than GO Outdoors among outdoor retailers in the United Kingdom. Decathlon had about 823,000 branded searches, while GO Outdoors had 550,000. Decathlon made up 37.8% of all outdoor retailer searches we track, and GO Outdoors accounted for 25.2%. When we asked ChatGPT and Google AI Overviews about outdoor retailers, GO Outdoors appeared in all three answers and Decathlon in two. GO Outdoors was mentioned before Decathlon in every answer.
Who do people search for more?
Decathlon, about 50% more searches than GO Outdoors
Who does AI mention more?
GO Outdoors, mentioned in every answer we collected
Who does AI recommend more?
GO Outdoors, named ahead of Decathlon in every answer
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Top outdoor retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, GO Outdoors appeared in all three answers. Decathlon was mentioned in two out of three: in two of the three ChatGPT answers. GO Outdoors was listed before Decathlon in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- GO Outdoors3 of 3Named in 3 of 3 ChatGPT answers
Cotswold Outdoor3 of 3Named in 3 of 3 ChatGPT answers- Decathlon2 of 3Named in 2 of 3 ChatGPT answers
Mountain Warehouse2 of 3Named in 2 of 3 ChatGPT answers
Ellis Brigham2 of 3Named in 2 of 3 ChatGPT answers
Trespass1 of 3Named in 1 of 3 ChatGPT answers
Millets0 of 3Named in 0 of 3 ChatGPT answers
Snow+Rock0 of 3Named in 0 of 3 ChatGPT answers
Blacks0 of 3Named in 0 of 3 ChatGPT answers
See every answer about outdoor retailers
3 answers
Asked ChatGPT
“Where should I buy walking boots and camping gear in the UK?”
Asked ChatGPT
“What are the best outdoor shops in the UK?”
Asked ChatGPT
“Which outdoor shop in the UK has the best waterproof jackets?”
Searched Google, AI Overview
“outdoor shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“camping shop”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Decathlon or GO Outdoors more popular in search?
This chart shows how often people search Google for Decathlon and GO Outdoors by name. Each line represents a brand's share of searches for all nine outdoor retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Decathlon, GO Outdoors. The figures are in the table below the chart.
View monthly share of searches table
| Month | Decathlon | GO Outdoors | Mountain Warehouse | Cotswold Outdoor | Millets | Ellis Brigham | Snow+Rock | Blacks | Trespass |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.1% | 31.1% | 25.4% | 6.2% | 2.8% | 1.3% | 1.5% | 0.31% | 0.2% |
| Nov 2025 | 31% | 31% | 25.5% | 6.2% | 2.3% | 1.5% | 1.9% | 0.31% | 0.2% |
| Dec 2025 | 26.3% | 31.9% | 26.3% | 7.9% | 2.9% | 1.9% | 2.4% | 0.32% | 0.17% |
| Jan 2026 | 30.5% | 30.5% | 25.1% | 6.1% | 2.8% | 1.8% | 2.8% | 0.37% | 0.16% |
| Feb 2026 | 32.3% | 32.3% | 21.6% | 6.5% | 2.4% | 1.9% | 2.4% | 0.39% | 0.17% |
| Mar 2026 | 36.8% | 30.1% | 20.1% | 6% | 2.7% | 1.8% | 1.8% | 0.36% | 0.2% |
| Apr 2026 | 42.3% | 28.5% | 19% | 5.7% | 2.1% | 1.1% | 0.77% | 0.34% | 0.19% |
| May 2026 | 38.1% | 31.4% | 21% | 5.1% | 2.3% | 1% | 0.56% | 0.31% | 0.21% |
| Jun 2026 | 38.8% | 31.9% | 21.3% | 4.3% | 1.9% | 0.86% | 0.47% | 0.21% | 0.21% |
| Jul 2026 | 41% | 33.6% | 18.5% | 3.7% | 1.7% | 0.91% | 0.41% | 0.18% | 0.15% |
| Aug 2026 | 38.1% | 31.2% | 21% | 5.2% | 2.3% | 1% | 0.69% | 0.31% | 0.21% |
| Sep 2026 | 37.8% | 25.2% | 25.2% | 6.2% | 2.3% | 1.5% | 1% | 0.37% | 0.37% |
How has the Decathlon and GO Outdoors comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Decathlon took it in March 2026.
- Across the 12 months ending September 2026, Decathlon’s share of searches among outdoor retailers in the United Kingdom moved from 31.1% to 37.8%, and its estimated monthly branded searches held steady at 823K.
- Across the 12 months ending September 2026, GO Outdoors’ share of searches among outdoor retailers in the United Kingdom moved from 31.1% to 25.2%, and its estimated monthly branded searches moved from 823K to 550K.
How did search popularity change for United Kingdom outdoor retailers in September 2026?
1 change
In September 2026, GO Outdoors lost share of searches among outdoor retailers in the United Kingdom, from 31.2% to 25.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Decathlon’s and GO Outdoors’ 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.
Decathlon
1 branded search term
- decathlon
GO Outdoors
1 branded search term
- go outdoors
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