Decathlon vs Mountain Warehouse:Which is more popular?
In September 2026, Decathlon had more branded searches than Mountain Warehouse among outdoor retailers in the United Kingdom. Decathlon had about 823,000 branded searches, while Mountain Warehouse had 550,000. Decathlon made up 37.8% of all outdoor retailer searches we track, and Mountain Warehouse accounted for 25.2%. When we asked ChatGPT and Google AI Overviews about outdoor retailers, Decathlon and Mountain Warehouse each appeared in two of the three answers. Decathlon was mentioned before Mountain Warehouse in every answer that named either.
Who do people search for more?
Decathlon, about 50% more searches than Mountain Warehouse
Who does AI mention more?
Both were mentioned in 2 of 3 answers.
Who does AI recommend more?
Decathlon, named ahead of Mountain Warehouse in 2 of 2 answers
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Top outdoor retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Decathlon and Mountain Warehouse were each mentioned in two out of three: in two of the three ChatGPT answers. Decathlon was listed before Mountain Warehouse in every answer that named either.
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 Mountain Warehouse more popular in search?
This chart shows how often people search Google for Decathlon and Mountain Warehouse 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, Mountain Warehouse. 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 Mountain Warehouse comparison changed over the last 12 months?
3 findings
- Decathlon was ahead of Mountain Warehouse in every measured month of the 12 months ending September 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, Mountain Warehouse’s share of searches among outdoor retailers in the United Kingdom moved from 25.4% to 25.2%, and its estimated monthly branded searches moved from 673K to 550K.
How did search popularity change for United Kingdom outdoor retailers in September 2026?
1 change
In September 2026, Mountain Warehouse gained share of searches among outdoor retailers in the United Kingdom, from 21% to 25.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Decathlon’s and Mountain Warehouse’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.
Decathlon
1 branded search term
- decathlon
Mountain Warehouse
1 branded search term
- mountain warehouse
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