The Q2 2025 benchmarking report for UK gym equipment suppliers has just been published. Learn how the top 12 UK gym equipment suppliers perform across the digital space.

The latest Q2 2025 benchmarking report for UK gym equipment suppliers has just been published. It covers the largest 12 UK gym equipment suppliers, including Exigo, Sweatband.com, Fitness Superstore, Fitshop UK Ltd, GymEquipment.co.uk, Fitness Options, Technogym, JTX Fitness, Rogue Fitness, Gym Gear, Life Fitness, and Mirafit.

The research gives an inside track on who is winning the biggest share of voice online and quantifies the gaps, risks, and missed opportunities for other gym equipment suppliers to win brand exposure, drive online views, and win orders. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q2 2025 WINNERS LEADERBOARD

For a glance into just 6 of the metrics we evaluated these top 12 gym equipment suppliers on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing UK gym equipment suppliers or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q2 2025, the average monthly budget wastage across these UK gym equipment suppliers was £2,860, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £65 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, both Gym Gear and Exigo reported the lowest monthly cost-per-click (CPC) at £0, followed by JTX Fitness at £1, and Mirafit has the highest at £23.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, GymEquipment.co.uk has the lowest estimate monthly ad spend at £89, and Fitness Superstore has the highest at £145,000.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Gym equipment suppliers should take great care to provide replacement links for any products that are no longer available to avoid directing users to broken links.

In our previous audit, Fitness Superstore reported 63 4xx errors. This quarter, Fitness Superstore has reduced their 4xx errors to 46, and they’re no longer the supplier to watch. Instead, GymEquipment.co.uk flagged the most 4xx errors this quarter (58). This gym equipment supplier should set up 303 redirects from old URLs to the new ones, if applicable to preserve the link juice while telling search engines that there’s a new link location.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. In this competitive industry, all gym equipment suppliers should ensure their website is responsive and takes no longer than 3 seconds for a page to download. A fast-loading website will help to improve the user’s experience and potentially increase conversions.

In our previous report, JTX Fitness flagged the slowest mobile site speed (10). This quarter, is still the supplier to watch and continues to score 10. Meanwhile, Life Fitness reported the fastest mobile site speed (65). All suppliers should ensure they’re using a responsive website theme to help with download speeds on a mobile.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Gym equipment suppliers should be continually taking steps to improve their DA by uploading articles to a blog page to encourage other website swith a similar target audience to link back to them.

A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA score for this quarter ranged between 78 and 18, with Fitness Options reporting the lowest DA. This gym equipment supplier encourage other websites to perceive them as an authority in the niche, and publishing original, well-research content will help to increase their potential of backlinks.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. With the current cost of living, we can expect to see a fluctuation in organic traffic on both desktop and mobile each quarter. Though, there are still steps suppliers can take to increase their organic traffic, such as following a keyword strategy.

Three brands saw a decrease in organic traffic on desktop, while Exigo saw a huge increase of 7856%. Meanwhile, 5 brands saw a decrease on mobile, while Exigo saw a huge increase of 1351700%. It’s possible that this website is new or the URL has recently changed, and that’s why they’ve encountered a huge influx of organic traffic.

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a brand can appear for universal search results without being strong in standard rankings. Gym equipment suppliers should be utilising all universal search features as their customers will be interested to see how previous customers have found their experience via 'reviews', 'FAQs', and 'people also ask'.

Mirafit continues to secure the most overall Universal Search appearances (8,407), with the majority of these results coming from ‘images’ (7,500). Fitness Options received the fewest results for ‘images’ and should ensure they’re including alt information for all visuals.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. Gym equipment suppliers should regularly assess their longtail keyword strategy to ensure they’re including phrases across their website that their target audience type into search engines.

Mirafit secured the most longtail keyword appearances for position 3 (1,908) and positions 4–10 (3,150). On the other hand, Technogym received the fewest appearances for position 3 (0) and positions 4–10 (2). This supplier should ensure they’re optimising on-page SEO, by including keyphrases in image alt information, URLs, headings and more.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. For UK gym equipment suppliers, Facebook ads are an opportunity to spread awareness of their latest launches, recent discounts, and more.

We’ve included screenshots of Mirafit’s sponsored Facebook posts. This UK gym equipment supplier should look for opportunities to make their visuals more attention grabbing, such as customising images with branding.

Top Social Shares & Content

When  it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'evergreen' if it has maintained its relevancy to an audience for a long period of time. It's great for your engagement, but great for Google, too, who will recognise content that achieves traffic over a long period.

Rogue Fitness has the most Facebook Likes (2 million) and the most Instagram followers (2.6 million). However, JTX Fitness received the highest total engagement rate (14,200) — a metric all suppliers should regularly monitor.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. Gym equipment suppliers should regularly monitor their website to limit their accessibility alerts and contrast errors by choosing a colour scheme that’s soft on the eyes and optimising all text, links, and images across their website.

In our previous audit, Sweatband.com received 173 accessibility alerts. This quarter, Sweatband is still the supplier to watch and has increased their accessibility alerts to 198, with Rogue Fitness close behind (144).

GET THE FULL 70-PAGE Q2 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi.