Trends · data through September 2026

Sporting Goods Stores in the United Kingdom

Iceflower tracks 1,267 stores from 544 sporting goods store chains in the United Kingdom. Tiso grew fastest over the last year, ahead of The Sportsman and GO Outdoors.

Rankings come from real card and bank transactions across a panel of 130M+ US and EU consumers. We publish relative growth and rankings, never revenue figures. About the data

Tracked chains
544
Tracked stores
1,267
Consumer panel
130M+

Growth ranking

Fastest-growing tracked sporting goods store chains

Ranked by year-over-year growth of share of tracked local spend. Arrows show movement in the rankings since last year. Each dot in the chart is one tracked chain: bigger market position to the right, faster growth higher up, more tracked stores in a bigger dot. Colors match the store map below. Tiso and The Sportsman sit in the high-growth half.

# Chain YoY growth
RankChainRank movementYoY growth
1 T Tiso logo Tiso ▲1 +16.5%
2 T The Sportsman - +14.0%
3 G GO Outdoors logo GO Outdoors - +10.9%
4 D Decathlon logo Decathlon - +8.3%
5 R Regatta logo Regatta - +7.5%
6 A American Golf logo American Golf - +3.9%
7 A Affordable Golf logo Affordable Golf ▼1 +3.7%
8 S Sports Direct logo Sports Direct - -6.4%
9 R Route One logo Route One - -14.9%
10 U Up & Running logo Up & Running - -20.6%
11 U Up & Running UK logo Up & Running UK - -25.2%
12 J JJB Sports - -34.9%
  • Sports Direct
  • GO Outdoors
  • Decathlon
  • American Golf
  • JJB Sports
  • The Sportsman
  • Sportack Saddlery
  • Other tracked chains

Store footprint

Store map

1,267 tracked store locations in the United Kingdom. The 7 largest tracked chains are highlighted.

  • Sports Direct (404)
  • GO Outdoors (112)
  • Decathlon (49)
  • American Golf (69)
  • JJB Sports (5)
  • The Sportsman (25)
  • Sportack Saddlery (1)
  • Other tracked chains

Top tracked chains by store count

  • 1 S Sports Direct logo Sports Direct 404
  • 2 G GO Outdoors logo GO Outdoors 112
  • 3 A American Golf logo American Golf 69
  • 4 D Decathlon logo Decathlon 49
  • 5 T The Sportsman 25
  • 6 R Regatta logo Regatta 13
  • 7 R Route One logo Route One 9
  • 8 N Nevisport logo Nevisport 8
  • 9 U Up & Running logo Up & Running 6
  • 10 T Tiso logo Tiso 5
  • 11 E Evans Cycles logo Evans Cycles 5
  • 12 J JJB Sports 5
  • 13 A Affordable Golf logo Affordable Golf 4
  • 14 U Up & Running UK logo Up & Running UK 3
  • 15 S Spurs Shop logo Spurs Shop 2
  • 16 T Tony Valentine Golf Centre logo Tony Valentine Golf Centre 2
  • 17 Y YC Sports logo YC Sports 2
  • 18 G Golfclubs4cash logo Golfclubs4cash 2
  • 19 O Outsiders Store 2
  • 20 W West Ham United Store logo West Ham United Store 2
  • 21 B Balfe's Bikes logo Balfe's Bikes 2
  • 22 L Life Style Sports 2
  • 23 S Snow+Rock 2
  • 24 W Wakefield Trinity logo Wakefield Trinity 2
  • 25 A Ann's Cottage 2
  • 26 B Brentford FC logo Brentford FC 2
  • 27 A Anglers Corner 2
  • 28 R Rathbones 1
  • 29 H Hampshire Tackle 1
  • 30 C Clubhouse Golf logo Clubhouse Golf 1
  • 31 F Fit Stuff 1
  • 32 F Funky warehouse 1
  • 33 S Saddlesdane Equestrian Centre 1
  • 34 B Broadwater Sports and Embroidery 1
  • 35 E Ellis Brigham logo Ellis Brigham 1
  • 36 T The Gas Centre 1
  • 37 E Edinburgh Field Sports 1
  • 38 V VKS logo VKS 1
  • 39 S Skatewarehouse.co.uk 1
  • 40 B BRINK.UK 1
  • 41 S Snainton Golf Centre logo Snainton Golf Centre 1
  • 42 C ChromaSport logo ChromaSport 1
  • 43 M MFC Sports 1
  • 44 M Morrisons Of Wrexham 1
  • 45 T Tackle Den 1
  • 46 H Hawkinsport & Son 1
  • 47 V V12 Outdoor 1
  • 48 W Wham Golf 1
  • 49 H HotGolf UK logo HotGolf UK 1
  • 50 N Northshore Surf Shop 1

More trends

Ready to see your market clearly?

Create an account, pick a plan, and explore your merchants, competitors and customers the way they actually behave.