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Top of the league, and still left out of 8 questions.

A real report on a UK sportswear brand, with the names removed.

Summary

We asked AI 23 questions that buyers ask when looking for sportswear, without naming the brand, and 10 questions about the brand itself. The aim: to see whether AI names it, who it names instead, and why.

15 of 23

questions where AI named the brand

8

questions where others were named instead

1st of 136

brands named across the answers

The TRUST scorecard

T True facts Fair R Real proof Strong U Unmistakable focus Strong S Seen in the right places Weak T Trusted by others Fair

Weakest: Seen in the right places. Start there.

New to TRUST? See what the five letters mean.

True facts

Fair

What AI needs: One consistent, correct version of who you are, everywhere AI looks.

What we found

Understanding score 67 out of 100, with no wrong claims. The brand's own pages gave two different figures for free delivery, so that is flagged to check.

Real proof

Strong

What AI needs: Named case studies, clients, results or impact, so AI has evidence, not claims.

What we found

Proof missing in 0 of 8 gaps. Where the brand was named, proof came up for it in 0 of 15 answers, and only for others in 4. Rated Strong because proof was rare for everyone here, but there is room to lead.

Where others had proof and the brand did not

  • Best gym wear for men in the UK?
  • Recommended activewear brands for women in the UK?
  • Which activewear brands have good size guides and fit for women?
  • Best gym leggings under £50?

Unmistakable focus

Strong

What AI needs: Clear about what you do, for whom, and what kind of organisation you are.

What we found

Strong in 4 of 6 core themes, patchy in 1, missing from 1.

How AI describes the brand when asked directly

A British maker of gym and workout clothing, accessories and loungewear for women and men, seen as good value and mid-priced. It found no independent lab testing, and was unsure about current UK prices.

  • Men's lifting and gym wearnamed for 4 of 4
  • Budget and value picksnamed for 3 of 3
  • Women's leggings and fitnamed for 5 of 7
  • Running and HIIT kitnamed for 2 of 3
  • Accessories and basicsnamed for 1 of 3
  • Rest-day and loungewearnamed for 0 of 3

What it is costing the brand

  • Rest-day and loungewear: named for 0 of 3 questions
  • Accessories and basics: named for 1 of 3 questions

Seen in the right places

Weak

What AI needs: On the independent lists, directories and press that AI searches when buyers ask for options.

What we found

On 2 of 14 independent lists we could read. Brand A is on 6, Brand C on 4 and Brand B on 3. The brand's own site appeared in the searches for 2 of 23 questions.

Lists it is missing from, and who is on them

  • A round-up of the best loungewear brands. On it: Brands A, B and C
  • A design magazine's best running brands. On it: Brands A and C
  • A women's magazine on the best pilates clothes. On it: Brands A and B
  • A shopping guide to the best sports bags. On it: Brand C
  • A review site's best running socks. On it: Brand A

Trusted by others

Fair

What AI needs: Reviews, awards, accreditations and recommendations published by someone other than you.

What we found

Where the brand was named, independent reviews, awards or accreditations came up for it in 3 of 15 answers, and only for others in 9.

Where others had independent praise and the brand did not

  • Cheaper alternatives to Brand C for men's gym wear?
  • Alternatives to Brand A for women's gym leggings?
  • Best brands for HIIT workout clothing?
  • Which gym clothing brands are best for sweaty HIIT sessions?

Conclusion

The brand leads on gym, lifting and leggings questions. It drops out on loungewear, and is thin on running, bags and socks, where AI could find few independent reviews, and it sometimes quotes US dollar prices. The first fix is getting UK facts and prices clear. After that, the gap isn't its reputation with AI. It's the lists and reviewers AI reads for those products.

The clearest gap, in the AI's own words (names removed)

"The brand is mainly a gym and fitness brand, and running is only one of several uses. I found no independent test of its running gear, so other brands have stronger evidence. Independent reviews of its running kit would make me name it."

What to do, in order

  1. 1

    Make the free delivery figure the same everywhere

    A homepage banner and the delivery page gave different figures, and AI repeated one of them. Put the right figure on every page, add a short delivery FAQ, then ask voucher sites to update theirs.

    AI told a buyer the other figure was not quite right. Quick job. True facts.

  2. 2

    Point AI to UK prices on every page

    AI read the brand's US and international shops and quoted dollar prices in 5 answers. Link clearly to the UK shop, tag which pages are for which country, and show pound prices and UK delivery in plain text.

    AI couldn't confirm UK prices for some ranges, which weakens UK recommendations. Medium job. True facts.

  3. 3

    Get onto independent best running brands lists

    Pitch the running range to the UK fashion title that already lists running brands, then a design magazine's running feature. Also seek independent tests of the running gear.

    AI found no independent test of the running gear, and named three running specialists instead. Medium job. Seen in the right places.

  4. 4

    Pitch loungewear and rest-day lists on independent sites

    Approach three loungewear round-ups AI read, starting with the women's magazine whose matching sets list already includes the brand.

    The brand was missing from every loungewear answer. Medium job. Seen in the right places.

  5. 5

    Publish a guide to the brand's own fabrics

    Explain each fabric, what it is for and how it feels, linked to the fit and size guides. Offer samples to independent testers whose softness tests AI reads.

    AI said the softness claims were only the brand's own, with no independent testing behind them. Medium job. Real proof, Unmistakable focus.

  6. 6

    Get gym bags and socks into UK independent round-ups

    Pitch the bags to the UK gym bag round-ups AI cited, starting with the site that had two pages cited. Send socks and underwear to a men's fitness title for hands-on tests.

    AI found only the brand's own ratings for these, and called that a weaker signal. Medium job. Seen in the right places, Real proof.

  7. 7

    Pitch pilates and leggings round-ups, with clear sizing

    Approach a women's magazine's pilates clothes page and three leggings lists. Publish a clear size guide note, as reviews say the brand runs small.

    Pilates and leggings answers name rivals and raise sizing concerns. Medium job. Seen in the right places, True facts.

  8. 8

    Check what AI says you sell

    Two answers say the brand sells supplements, which its facts don't cover. If it doesn't, say clearly on the range pages what it does sell. Also answer service complaints on review sites, and ask happy customers for reviews.

    Reviews and the range shape how AI describes the brand. Quick job. True facts, Trusted by others.

The evidence

Everything above is drawn from here. A full report shows every question, the AI's answers word for word, and the websites behind them. This sample shows four questions, with names and sites described rather than given.

The league table

Who AI named across the 23 buyer questions.

BrandNamed inIn the top 3
The brand15 of 239
Brand A13 of 235
Brand B11 of 234
Brand C9 of 234
Brand D6 of 232
Brand E5 of 232

Question by question

Four of the 23, two where the brand was named and two where it wasn't.

"Best brands for HIIT workout clothing?"

Named 1st

Named, in order

  1. 1. The brand
  2. 2. Another brand
  3. 3. Another brand
  4. 4. Brand B
  5. 5. Another brand
  6. 6. Brand D

Websites behind it: A men's lifestyle magazine, an activewear maker's blog and a fashion retailer.

"Recommended activewear brands for women in the UK?"

Named 4th

Named, in order

  1. 1. Brand B
  2. 2. Another brand
  3. 3. Another brand
  4. 4. The brand
  5. 5. Another brand
  6. 6. Another brand

Websites behind it: Three activewear makers' sites and a women's magazine.

"Recommended workout clothes for pilates in the UK?"

Not named

Named, in order

  1. 1. Another brand
  2. 2. Brand A
  3. 3. Brand D
  4. 4. Another brand
  5. 5. Brand E
  6. 6. Another brand
  7. 7. Brand B

Websites behind it: A pilates clothing brand's blog, a women's magazine and three smaller sites.

Why it was left out, per the AI: A magazine guide and a pilates guide both rated two pricier brands as stronger for technical performance.

"Which activewear brands have the softest fabrics?"

Not named

Named, in order

  1. 1. Brand A
  2. 2. Another brand
  3. 3. Another brand
  4. 4. Another brand
  5. 5. Another brand
  6. 6. Another brand

Websites behind it: Two US product review sites, a UK women's magazine and three blogs.

Why it was left out, per the AI: The softness claim was only in the brand's own marketing, with no independent testing behind it.

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