Sports & fitness in the UK: what shoppers search for on Google
Leaving out searches for a specific store, a brand or a shop nearby, the 34 searches we track for sports & fitness in the UK add up to 559,920 searches a month on average. 88% of that volume (where intent is known) comes from people looking to buy or compare, not just to read up. A click costs £0.97 at the median, with top-of-page bids between £0.27 and £1.36.
The searches that make the niche
The ten most searched queries, with spelling variants merged:
| Search | Searches / month | Cost per click | Intent |
|---|---|---|---|
| protein powder | 110,000 | £2.92 | buy |
| running shoes | 74,000 | £0.75 | buy |
| kettlebell | 49,500 | £1.02 | buy |
| adjustable dumbbells | 33,100 | £1.70 | buy |
| pull up bar | 33,100 | £0.61 | buy |
| resistance bands | 33,100 | £0.62 | research |
| yoga mat | 33,100 | £0.84 | buy |
| foam roller | 18,100 | £0.45 | buy |
| trail running shoes | 18,100 | £0.70 | buy |
| best protein powder | 14,800 | £3.35 | compare |
When the niche sells: month-by-month seasonality
The strongest month is January 2026 (743,980 searches), the weakest October 2025 (468,420): a 59% gap between the two. The quiet months are the time to test ads and product pages, before the peak.
| Month | Searches |
|---|---|
| September 2025 | 489,380 |
| October 2025 | 468,420 |
| November 2025 | 514,680 |
| December 2025 | 493,220 |
| January 2026 | 743,980 |
| February 2026 | 556,220 |
| March 2026 | 575,720 |
| April 2026 | 576,620 |
| May 2026 | 570,040 |
| June 2026 | 546,480 |
| July 2026 | 529,770 |
| August 2026 | 613,780 |
Period covered: September 2025 to August 2026.
Before you launch
- See who already sells. GClimb Explorer lists, by niche and by country, the stores running Google ads, and since when.
Work out your acquisition cost with the Google Ads cost calculator: at a median CPC of £0.97, your conversion rate decides.
Get your Merchant Center account in order before the peak: a suspension in the middle of the season costs you the season. Our compliance checklist is free.
Related niches
The same niche in the US: Sports & fitness in the US. Other niches measured in the UK: Supplements in the UK, Watches in the UK.
Other niches
- Appliances in the UKAppliances in the UK: 1,335,300 searches a month across 35 queries, median CPC £0.63, peak in November. Top buying searches and cost per click, month by month.
- Beauty in the UKBeauty in the UK: 478,370 searches a month across 30 queries, median CPC £1.13, peak in November. Top buying searches and cost per click, month by month.
- Bike & mobility in the UKBike & mobility in the UK: 845,280 searches a month across 29 queries, median CPC £0.62, peak in May. Top buying searches and cost per click, month by month.
- DIY & tools in the UKDIY & tools in the UK: 284,560 searches a month across 25 queries, median CPC £0.53, peak in November. Top buying searches and cost per click, month by month.
- Eyewear in the UKEyewear in the UK: 369,280 searches a month across 37 queries, median CPC £1.36, peak in April. Top buying searches and cost per click, month by month.
- Flowers & plants in the UKFlowers & plants in the UK: 703,160 searches a month across 33 queries, median CPC £0.76, peak in March. Top buying searches and cost per click, month by month.
- Furniture in the UKFurniture in the UK: 1,355,600 searches a month across 26 queries, median CPC £1.06, peak in January. Top buying searches and cost per click, month by month.
- Gaming in the UKGaming in the UK: 578,500 searches a month across 36 queries, median CPC £0.71, peak in November. Top buying searches and cost per click, month by month.
- Garden in the UKGarden in the UK: 867,860 searches a month across 45 queries, median CPC £0.72, peak in May. Top buying searches and cost per click, month by month.
- Health & wellness in the UKHealth & wellness in the UK: 488,860 searches a month across 36 queries, median CPC £2.03, peak in January. Top searches and seasonality, month by month.
- Home decor in the UKHome decor in the UK: 535,490 searches a month across 35 queries, median CPC £0.54, peak in December. Top buying searches and cost per click, month by month.
- Home linen in the UKHome linen in the UK: 313,390 searches a month across 44 queries, median CPC £0.81, peak in November. Top buying searches and cost per click, month by month.
- Hygiene in the UKHygiene in the UK: 281,240 searches a month across 43 queries, median CPC £0.47, peak in November. Top buying searches and cost per click, month by month.
- Jewellery in the UKJewellery in the UK: 1,178,500 searches a month across 27 queries, median CPC £1.37, peak in December. Top buying searches and cost per click, month by month.
- Lingerie in the UKLingerie in the UK: 363,520 searches a month across 35 queries, median CPC £0.90, peak in December. Top buying searches and cost per click, month by month.
- Men's fashion in the UKMen's fashion in the UK: 985,900 searches a month across 42 queries, median CPC £0.95, peak in December. Top buying searches and cost per click, month by month.
- Music & instruments in the UKMusic & instruments in the UK: 292,130 searches a month across 29 queries, median CPC £0.65, peak in December. Top searches and seasonality, month by month.
- Perfumes in the UKPerfumes in the UK: 580,800 searches a month across 33 queries, median CPC £0.87, peak in December. Top buying searches and cost per click, month by month.
- Pet supplies in the UKPet supplies in the UK: 302,500 searches a month across 35 queries, median CPC £0.50, peak in November. Top buying searches and cost per click, month by month.
- Photo & video in the UKPhoto & video in the UK: 501,580 searches a month across 26 queries, median CPC £0.52, peak in November. Top buying searches and cost per click, month by month.
- Shoes in the UKShoes in the UK: 901,600 searches a month across 25 queries, median CPC £0.67, peak in November. Top buying searches and cost per click, month by month.
- Skincare in the UKSkincare in the UK: 390,400 searches a month across 30 queries, median CPC £1.27, peak in December. Top buying searches and cost per click, month by month.
- Stationery & office in the UKStationery & office in the UK: 365,800 searches a month across 40 queries, median CPC £0.62, peak in August. Top searches and seasonality, month by month.
- Supplements in the UKSupplements in the UK: 570,290 searches a month across 44 queries, median CPC £2.37, peak in January. Top buying searches and cost per click, month by month.
- Tech accessories in the UKTech accessories in the UK: 328,680 searches a month across 27 queries, median CPC £0.52, peak in December. Top searches and seasonality, month by month.
- Toys in the UKToys in the UK: 403,460 searches a month across 31 queries, median CPC £0.44, peak in November. Top buying searches and cost per click, month by month.
- Travel & luggage in the UKTravel & luggage in the UK: 237,190 searches a month across 40 queries, median CPC £0.76, peak in August. Top searches and seasonality, month by month.
- Watches in the UKWatches in the UK: 538,460 searches a month across 24 queries, median CPC £0.97, peak in November. Top buying searches and cost per click, month by month.
- Women's fashion in the UKWomen's fashion in the UK: 983,200 searches a month across 40 queries, median CPC £0.62, peak in November. Top searches and seasonality, month by month.
See who already sells in your niche
GClimb Explorer lists the stores running Google ads, niche by niche and country by country.
Try it for freeThe GClimb team · Updated on October 26, 2026