GO Outdoors

What GO Outdoors does

GO Outdoors is a UK-based outdoor retailer, founded in 1969 and headquartered in Sheffield, operating 126 physical stores nationwide alongside a direct-to-consumer e-commerce platform at gooutdoors.co.uk. The company sells outdoor clothing, footwear, camping equipment (tents, sleeping bags, cooking gear), and activity-specific gear across categories including hiking, running, cycling, fishing, climbing, horse riding, and watersports, stocking over 150 brands alongside proprietary house brands Eurohike and Hi-Gear.

The business operates on a direct-to-consumer omnichannel model: physical retail stores, e-commerce, Click & Collect, Next Day Delivery, and a Group Sales channel for organisations. Revenue is generated primarily through one-time retail product sales, supplemented by a recurring £5/year GO Membership programme offering exclusive member pricing. The company also operates a Price Match guarantee and accepts flexible payment options including Klarna and Clearpay.

GO Outdoors is a wholly-owned subsidiary of JD Sports Fashion PLC, which is publicly listed on the London Stock Exchange (ticker: JD.). In the fiscal year ending February 2025, the company returned to profitability with £9.7m pre-tax profit while expanding its store footprint from 99 to 126 locations. Strategic partnerships with the Duke of Edinburgh's Award, Girlguiding, and Scouts embed the retailer within UK youth outdoor programmes, while specialist in-store concessions (Fishing Republic, Naylors Equestrian) extend vertical reach.

Name

GO Outdoors

Legal name

GO Outdoors Ltd.

Website

https://gooutdoors.co.uk

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

GO Outdoors is a UK-based outdoor retailer operating 126 stores and an e-commerce platform, selling camping equipment, outdoor clothing and footwear across hiking, camping, cycling, fishing and other activity categories under 150+ brands and proprietary labels, as a subsidiary of JD Sports Fashion PLC.

Ownership category

akta.pro rank

Product category

Outdoor Retail

NAICS

Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Camping, Hiking & Backpacking Gear Retail (CRAMAMAA)

akta.pro secondary industries

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Camping & Overlanding Equipment Retail (CRAMAAAC), Camping, Hiking & Climbing Specialty Retail (CRAMABAM)

Keywords

• Outdoor retail
• Camping equipment
• Outdoor clothing
• Walking footwear
• Hiking gear

Headquarters

HQ city

Sheffield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Retail Product Sales: GO Outdoors generates revenue through the sale of outdoor clothing, footwear, camping equipment, and related outdoor activity products through both physical retail stores and online channels.
2. GO Membership: Annual membership card programme offering exclusive deals and member pricing for £5 per year, creating recurring subscription revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

GO Outdoors is a UK-based outdoor retailer that sells outdoor clothing, footwear, camping equipment, and accessories for activities including camping, hiking, walking, running, cycling, fishing, climbing, horse riding, and watersports. The company operates 126 physical stores across the UK and an e-commerce platform (gooutdoors.co.uk), stocking proprietary house brands (Eurohike, Hi-Gear) alongside third-party brands such as Berghaus, The North Face, Garmin, Vango, Nike, and Rab. It also runs a paid membership programme and partners with youth organisations like the Duke of Edinburgh's Award, Girlguiding, and Scouts.

Product overview

GO Outdoors is a UK-based outdoor retailer offering a comprehensive range of outdoor equipment, apparel, and footwear across multiple activity categories. The company operates both physical stores (over 100 nationwide) and an e-commerce platform, selling products through multiple brands including proprietary house brands (Eurohike, Hi-Gear) and third-party outdoor brands (Berghaus, Garmin, Vango, The North Face, Nike). The product portfolio spans camping equipment (tents, sleeping bags, cooking gear, furniture), outdoor clothing (waterproof jackets, fleeces, base layers for men, women, and kids), footwear (walking boots, running shoes, sandals), and specialized equipment for activities including fishing, cycling, climbing, horse riding, watersports, and caravanning. The company is owned by JD Sports and offers a membership program with benefits including exclusive pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• GO Membership
• Garmin Watches
• Eurohike Sendero 4 Family Tent
• Vango Icarus 500 Deluxe Family Tent
• Berghaus Air 400XL Nightfall Tent
• Zempire Evo TL V2 Inflatable Air Tent

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• The Duke of Edinburgh's AwardcoreStrategic or Co-development PartnerGO Outdoors is a partner of The Duke of Edinburgh's Award, providing recommended kit lists for participants completing their outdoor expeditions and activities.
• GirlguidingcoreStrategic or Co-development PartnerGO Outdoors partners with Girlguiding UK to support outdoor activities and provide suitable equipment for girl guides participating in outdoor programmes.
• ScoutscoreStrategic or Co-development PartnerGO Outdoors collaborates with the Scouts organisation to supply recommended outdoor gear and equipment for scouting activities and badge requirements.
• Fishing RepublicminorChannel Partner/ Reseller/ DistributorFishing Republic operates as a dedicated fishing section within GO Outdoors stores, providing specialist angling equipment and expertise.
• Naylors EquestrianminorChannel Partner/ Reseller/ DistributorNaylors Equestrian is partnered with GO Outdoors to provide horse riding equipment and equestrian products within stores.
• CycleSchememinorGTM or Marketing PartnerGO Outdoors accepts CycleScheme payments, allowing employees to use cycle-to-work vouchers for purchasing bikes and cycling equipment.
• UNiDAYSminorGTM or Marketing PartnerGO Outdoors offers student discounts through UNiDAYS platform, targeting the student demographic with exclusive pricing.
• KlarnaminorGTM or Marketing PartnerGO Outdoors offers Klarna's buy now, pay later payment options at checkout, providing flexible payment solutions for customers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mountain Warehouse: UK-based outdoor and activewear retailer offering clothing, footwear and equipment across hiking, camping and family outdoor use — directly comparable assortment and target customer to GO Outdoors.
• Millets: UK outdoor retailer with a heritage family-outdoor positioning and broad camping, walking and waterproof clothing range; similar customer base and product mix to GO Outdoors.
• Decathlon UK: Global sporting goods and outdoor retailer with a growing UK store estate and private-label-led value proposition; competes directly with GO Outdoors across camping, hiking, cycling, running and watersports.
• Blacks: Historic UK outdoor specialist retailer (formerly part of the Blacks/Millets group) stocking hiking, camping and outdoor clothing — direct competitor to GO Outdoors in the UK outdoor specialty segment.
• Snow+Rock: UK ski, snowboard and outdoor equipment retailer with a store-led multi-channel model; overlaps with GO Outdoors in technical outdoor equipment, footwear and winter ranges.
• Trespass: Scottish-based outdoor clothing and equipment retailer with a multi-channel UK and international footprint; competes head-to-head with GO Outdoors in family and entry-level outdoor segments.
• Rohan: UK outdoor clothing retailer focused on travel, walking and active outdoor apparel; smaller specialist competitor with overlapping apparel-focused positioning to GO Outdoors' clothing business.
• Cotswold Outdoor: UK specialist outdoor retailer focused on hiking, camping, climbing and skiing kit with strong own-brand and third-party brand assortment — closely mirrors GO Outdoors' specialist outdoor D2C model.

Broad incumbents

• Sports Direct (Frasers Group): UK's largest multi-category sporting goods retailer and parent of several outdoor specialists; competes broadly with GO Outdoors across outdoor, footwear and sports clothing, with superior scale.

Others

• JD Sports Fashion PLC: UK-listed sports and athleisure retailer that is GO Outdoors' parent company; relevant as parent context and as an adjacent incumbent operating sports footwear and apparel at scale, but not a direct competitor to the outdoor specialist proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/gooutdoors
• Facebookfacebook.com/GOoutdoorsuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GO Outdoors