Merlin Cycles vs Sigma Sports:Which is more popular?
In September 2026, Sigma Sports had more branded searches than Merlin Cycles among bike shops in the United Kingdom. Sigma Sports had about 49,500 branded searches, while Merlin Cycles had 22,200. Sigma Sports made up 14.4% of all bike shop searches we track, and Merlin Cycles accounted for 6.5%. When we asked ChatGPT and Google AI Overviews about bike shops, Merlin Cycles and Sigma Sports each appeared in two of the three answers. Sigma Sports was mentioned before Merlin Cycles in every answer that named either.
Who do people search for more?
Sigma Sports, about 2 searches for every 1 for Merlin Cycles
Who does AI mention more?
Both were mentioned in 2 of 3 answers.
Who does AI recommend more?
Sigma Sports, named ahead of Merlin Cycles in 2 of 2 answers
Follow Merlin Cycles vs Sigma Sports and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top bike shops in ChatGPT and Google AI Overviews
In three ChatGPT questions, Merlin Cycles and Sigma Sports were each mentioned in two out of three: in two of the three ChatGPT answers. Sigma Sports was listed before Merlin Cycles in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Sigma Sports1st
Tredz2nd
Halfords3rd
Ribble4th
Merlin Cycles5th
Evans Cycles–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Tredz2 of 3Named in 2 of 3 ChatGPT answers
- Sigma Sports2 of 3Named in 2 of 3 ChatGPT answers
- Ribble2 of 3Named in 2 of 3 ChatGPT answers
- Merlin Cycles2 of 3Named in 2 of 3 ChatGPT answers
- Halfords1 of 3Named in 1 of 3 ChatGPT answers
- Evans Cycles0 of 3Named in 0 of 3 ChatGPT answers
See every answer about bike shops
3 answers
Asked ChatGPT
“Where should I buy a bike in the UK?”
Asked ChatGPT
“What are the best bike shops in the UK?”
Asked ChatGPT
“Which UK bike shop is best for buying a road bike online?”
Searched Google, AI Overview
“bike shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“bike shop near me”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Merlin Cycles or Sigma Sports more popular in search?
This chart shows how often people search Google for Merlin Cycles and Sigma Sports by name. Each line represents a brand's share of searches for all six bike shops we track, month by month, from searches in United Kingdom.
Share of searches by month for Sigma Sports, Merlin Cycles. The figures are in the table below the chart.
View monthly share of searches table
| Month | Evans Cycles | Tredz | Halfords | Sigma Sports | Ribble | Merlin Cycles |
|---|---|---|---|---|---|---|
| Oct 2025 | 39% | 17.5% | 14.3% | 14.3% | 7.1% | 7.8% |
| Nov 2025 | 32.1% | 21.6% | 14.5% | 17.7% | 6.2% | 7.9% |
| Dec 2025 | 37.1% | 20.4% | 13.7% | 13.7% | 5.9% | 9.2% |
| Jan 2026 | 37.6% | 20.7% | 11.3% | 13.8% | 7.3% | 9.3% |
| Feb 2026 | 41% | 18.5% | 10.1% | 15.1% | 7% | 8.3% |
| Mar 2026 | 38.2% | 17.1% | 14% | 14% | 7.4% | 9.4% |
| Apr 2026 | 39.4% | 17.6% | 14.4% | 14.4% | 6.2% | 7.9% |
| May 2026 | 39.4% | 17.6% | 14.4% | 14.4% | 6.2% | 7.9% |
| Jun 2026 | 37.4% | 20.5% | 13.7% | 13.7% | 7.3% | 7.5% |
| Jul 2026 | 39.4% | 17.7% | 14.4% | 14.4% | 7.7% | 6.5% |
| Aug 2026 | 39.4% | 17.7% | 14.4% | 14.4% | 7.7% | 6.5% |
| Sep 2026 | 39.4% | 17.6% | 14.4% | 14.4% | 7.6% | 6.5% |
How has the Merlin Cycles and Sigma Sports comparison changed over the last 12 months?
3 findings
- Sigma Sports was ahead of Merlin Cycles in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Merlin Cycles’ share of searches among bike shops in the United Kingdom moved from 7.8% to 6.5%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
- Across the 12 months ending September 2026, Sigma Sports’ share of searches among bike shops in the United Kingdom moved from 14.3% to 14.4%, and its estimated monthly branded searches held steady at 49.5K.
How did search popularity change for United Kingdom bike shops in September 2026?
1 change
Estimated monthly branded searches for Merlin Cycles in the United Kingdom fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Merlin Cycles’ and Sigma Sports’ 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.
Merlin Cycles
1 branded search term
- merlin cycles
Sigma Sports
1 branded search term
- sigma sports
Other head-to-heads among bike shops
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.