--- title: "Decathlon vs GO Outdoors: Which is searched more in the United Kingdom?" description: "Is Decathlon or GO Outdoors more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor retailers set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/compare/decathlon-uk-vs-go-outdoors" publisher: "Brandwave" --- # Decathlon vs GO Outdoors: Which is searched more in the United Kingdom? Is Decathlon or GO Outdoors more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor retailers set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Decathlon and GO Outdoors - **Competitive set**: Outdoor retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Decathlon Share of Search**: 37.8% - **GO Outdoors Share of Search**: 25.2% ## Is Decathlon or GO Outdoors more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Cotswold Outdoor | 1st | 3 of 3 | 3 of 3 | | GO Outdoors | 2nd | 3 of 3 | 3 of 3 | | Ellis Brigham | 3rd | 2 of 3 | 2 of 3 | | Decathlon | 4th | 2 of 3 | 2 of 3 | | Mountain Warehouse | 5th | 2 of 3 | 2 of 3 | | Trespass | 6th | 1 of 3 | 1 of 3 | | Millets | Not ranked | 0 of 3 | 0 of 3 | | Snow+Rock | Not ranked | 0 of 3 | 0 of 3 | | Blacks | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about outdoor retailers - Asked ChatGPT "Where should I buy walking boots and camping gear in the UK?": 1. Cotswold Outdoor, 2. GO Outdoors, 3. Decathlon, 4. Mountain Warehouse, 5. Trespass - Asked ChatGPT "What are the best outdoor shops in the UK?": 1. Cotswold Outdoor, 2. Ellis Brigham, 3. GO Outdoors, 4. Decathlon, 5. Mountain Warehouse - Asked ChatGPT "Which outdoor shop in the UK has the best waterproof jackets?": 1. Cotswold Outdoor, 2. Ellis Brigham, 3. GO Outdoors Not named in any answer: Millets, Snow+Rock and Blacks. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom outdoor retailers in September 2026? - In September 2026, GO Outdoors lost share of searches among outdoor retailers in the United Kingdom, from 31.2% to 25.2%. ## Month by month | Month | Decathlon estimated searches | Decathlon Share of Search | Decathlon rank | GO Outdoors estimated searches | GO Outdoors Share of Search | GO Outdoors rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 823K | 31.1% | 1 | 823K | 31.1% | 2 | | Nov 2025 | 1M | 31% | 1 | 1M | 31% | 2 | | Dec 2025 | 823K | 26.3% | 2 | 1M | 31.9% | 1 | | Jan 2026 | 1M | 30.5% | 1 | 1M | 30.5% | 2 | | Feb 2026 | 823K | 32.3% | 1 | 823K | 32.3% | 2 | | Mar 2026 | 823K | 36.8% | 1 | 673K | 30.1% | 2 | | Apr 2026 | 1M | 42.3% | 1 | 673K | 28.5% | 2 | | May 2026 | 1M | 38.1% | 1 | 823K | 31.4% | 2 | | Jun 2026 | 1M | 38.8% | 1 | 823K | 31.9% | 2 | | Jul 2026 | 1.2M | 41% | 1 | 1M | 33.6% | 2 | | Aug 2026 | 1.2M | 38.1% | 1 | 1M | 31.2% | 2 | | Sep 2026 | 823K | 37.8% | 1 | 550K | 25.2% | 2 | ## How each brand is measured 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**: Measured on the search term “decathlon”. - **GO Outdoors**: Measured on the search term “go outdoors”. - [Decathlon profile](/demand/uk/brands/decathlon-uk) - [GO Outdoors profile](/demand/uk/brands/go-outdoors) - [All outdoor retailers in the United Kingdom](/demand/uk/categories/uk-outdoor-retailers): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Decathlon or GO Outdoors more popular in search? 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%. ## Cite this page Brandwave. "Decathlon vs GO Outdoors: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/decathlon-uk-vs-go-outdoors This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/decathlon-uk-vs-go-outdoors. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.