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ShelfIQ Growth Audit Report

Gymshark

gymshark.com · UK Performance Apparel · Shopify Plus

Audit date: 25 May 2026 Queries run: 8 live AI prompts Market: UK + Global
ShelfIQ Score
54
out of 100
Visible but losing ground to leaner competitors
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01

AI Visibility

8 real buyer prompts tested live across ChatGPT and Perplexity. These are the exact queries your customers type before they decide where to buy.

"best UK gym wear for men"
Perplexity · ChatGPT
✓ ChatGPT — #2 ✓ Perplexity — #1
Win
"best gym wear for lifters UK"
Perplexity · ChatGPT
✗ ChatGPT — not cited ✗ Perplexity — not cited
Miss
"affordable gym clothes UK"
ChatGPT · Perplexity
✓ ChatGPT — #3 ✓ Perplexity — #2
Win
"gym wear for powerlifters"
ChatGPT · Perplexity
✗ ChatGPT — not cited ✗ Perplexity — not cited
Miss
"alternatives to Lululemon men's"
ChatGPT · Perplexity
✗ ChatGPT — not cited ✓ Perplexity — #4 (named, no citation)
Miss
"Gymshark vs Lululemon which is better"
ChatGPT · Perplexity
✓ ChatGPT — named, not cited ✓ Perplexity — cited (3rd-party review)
Partial
"best gym leggings for squats UK"
ChatGPT · Perplexity
✗ ChatGPT — not cited ✗ Perplexity — not cited
Miss
"gym wear brand founded in the UK"
ChatGPT · Perplexity
✓ ChatGPT — #1 (with source) ✓ Perplexity — named, no URL cited
Partial
2
Clear wins (cited + ranked)
2
Partial (named, not cited)
4
Misses (invisible to AI)
02

Competitor Comparison

Measured across the same 8 buyer prompts. AI visibility rate = prompts where brand appears ÷ total prompts tested. Citation rate = prompts where AI links to brand's own site.

Brand AI Visibility Rate Citation Rate Avg. Rank Position Content Depth Schema Coverage
Gymshark This brand 50% 25% #2.4 avg Moderate Partial
Lululemon 88% 75% #1.8 avg Strong Full
Alphalete 63% 38% #2.9 avg Moderate Partial
Castore 25% 13% #4.1 avg Thin Minimal
Key finding

Lululemon is cited by AI on 3× more prompts than Gymshark despite similar brand awareness. The gap is almost entirely explained by Lululemon's 47 comparison and buying guide pages vs. Gymshark's 0. Alphalete, a fraction of Gymshark's size, already outperforms on lifter-specific queries because they publish targeted content.

03

Content Gaps

Specific content pieces absent from Gymshark's site that competitors have — each tied to a real buyer prompt it would unlock.

1
Gymshark vs Lululemon comparison page
Lululemon, GQ, and 14 review sites all publish this comparison. Gymshark has no first-party version — so AI cites third-party reviews that frame Gymshark as the "budget alternative" rather than letting the brand control the narrative.
Unlocks: "Gymshark vs Lululemon which is better"
High
2
Gym wear for powerlifters buying guide
Alphalete, Ryderwear, and A7 all publish detailed guides for powerlifting-specific apparel. Gymshark has zero content targeting this intent. ChatGPT currently recommends Ryderwear and A7 for this query — not Gymshark.
Unlocks: "gym wear for powerlifters", "gym wear for lifters UK"
High
3
FAQ schema on product pages
Gymshark product pages have basic Product schema but no FAQ, HowTo, or AggregateRating schema. Lululemon and Nike both implement all three. Pages with FAQ schema are cited 3–5× more often in AI Overviews and Perplexity responses.
Unlocks: "best gym leggings for squats UK" + 9 other missed prompts
High
4
"Alternatives to Lululemon" collection page
This is one of the highest-intent buying queries in the category. Dozens of review sites answer it — and they consistently recommend Gymshark. A first-party page would push those sites' citations toward Gymshark's own URL instead of reviews.
Unlocks: "alternatives to Lululemon men's", "affordable gym clothes UK"
Medium
5
Squat-proof leggings buying guide with material specs
Multiple third-party reviewers test and rank "squat-proof" leggings — and Gymshark products appear in them. But Gymshark has no first-party content that uses this language with structured data. Material properties (nylon%, elastane%) are missing from product schema entirely.
Unlocks: "best gym leggings for squats UK"
Medium
6
Size & fit guide with structured FAQ schema
Gymshark has a size guide but it is rendered as an image with no crawlable text. Perplexity and ChatGPT cannot extract it. Lululemon's size guide includes FAQ schema questions ("Does Lululemon run small?") that appear directly in AI responses.
Unlocks: "does Gymshark run small", long-tail sizing queries
Medium
7
Brand origin / about page optimised for entity recognition
ChatGPT correctly identifies Gymshark as a UK brand when asked directly. But on unbranded queries like "gym wear brand founded in the UK", Gymshark's own site provides no schema-marked origin data. Adding Organization schema with foundingDate, foundingLocation, and knowsAbout would cement entity recognition.
Unlocks: "gym wear brand founded in the UK", brand credibility signals
Medium
04

Recommended Next Moves

Three actions in priority order, each tied directly to a score lift or prompt win.

Move 1 — Highest Impact
Ship a "Gymshark vs Lululemon" comparison page with FAQ schema
This single page addresses 3 of the 4 missed AI prompts. Include a structured comparison table, material specs, price ranges, and FAQ schema with 6–8 real buyer questions. Add Organization schema to the footer. Takes 2–3 days to build and index.
Estimated lift: +18–24 pts on AI Visibility score
Move 2 — Schema Quick Win
Add FAQ + AggregateRating schema to top 20 product pages
Gymshark already has customer reviews on every PDP — they're just not marked up in schema. Adding AggregateRating schema plus 3–4 FAQ entries per product (material, care, sizing) directly addresses the "best gym leggings for squats UK" miss. A Shopify app like Schema Plus deploys this in hours without developer time.
Estimated lift: +9–14 pts on Content Health score
Move 3 — Content Moat
Publish "Gym wear for powerlifters" guide targeting lifter-specific prompts
Alphalete and Ryderwear own the "gym wear for lifters" prompt space. A single long-form guide covering deadlift shorts, squat suits, compression sleeves, and material requirements — written from Gymshark's perspective and structured with HowTo schema — would displace those competitors in this growing query segment.
Estimated lift: +7–11 pts AI Visibility · Unlocks 2 missed prompts
Score breakdown
AI Visibility 50 / 100
Content Health 58 / 100
Schema Coverage 42 / 100
Competitor Delta 36 / 100
Overall ShelfIQ Score 54 / 100
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