Your trusted sports equipment partner
Sport-Thieme (sport-thieme.co.uk) scores 76 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among E-commerce brands, Sports & Fitness brands, Education brands, in the 44th percentile of 20205 E-commerce brands.
Sport-Thieme is a German mail-order company founded in 1949 and headquartered in Grasleben. It sells professional sports equipment for fitness, schools, therapy, and sports clubs through its e-commerce platform. The company positions itself as a comprehensive retailer offering fair pricing, a 100-day returns guarantee, and a 3-year product guarantee, aiming to provide reliable, quality equipment to institutional and individual customers across the fitness, education, and healthcare sectors.
| Brand Name | Sport-Thieme |
|---|---|
| Domain | sport-thieme.co.uk |
| Industry | E-commerce, Sports & Fitness |
| Founded | 1949 |
| Headquarters | Grasleben |
| Main Competitors | Decathlon (76/100), Gopher Sport (79/100), Rogers Athletic, Sportokay, BSN Sports (79/100), Gymnova, Physical Company, TTS Group (83/100) |
Moz Domain Authority 29/100 vs category average 42 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Professional sports equipment for Fitness, schools, therapy and more at sport-thieme.com. Fair prices ✔ 100 days returns guarantee ✔ 3 years guarantee ✔" (Meta description: 23 words (ideal length). OG description present but brief) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 5 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, Product/Article schema, og:title, og:description, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Social footprint: verified profiles on Instagram, YouTube; no detected presence on Facebook, X (Twitter), LinkedIn, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Sport-Thieme?", Claude could identify the brand as of October 2026. Sport-Thieme is a German e-commerce retailer specializing in sports equipment and supplies for schools, clubs, gyms and leisure centres, offering products ranging from gymnastics and fitness gear to playground and team sports equipment. It's one of Europe's larger specialist spor Best known for Being a major European supplier of sports and gymnasium equipment for schools and clubs.
When asked "Best brands similar to Sport-Thieme?", Claude would recommend Sport-Thieme as of October 2026. It's a well established and widely used supplier in the sports equipment space, especially for institutional and bulk buyers in Europe.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Sport-Thieme's main competitors in E-commerce: Decathlon (76/100), Gopher Sport (79/100), BSN Sports (79/100), TTS Group (83/100).
Sources: Brand Analyzer scan
Sport-Thieme has limited AI-search visibility, scoring 43/100 on Brand Analyzer's AI visibility composite (visibility 25, trust 60, recommendation 55). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Sport-Thieme official site
Sport-Thieme was founded in 1949. Sport-Thieme operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Sport-Thieme is headquartered in Grasleben. Sport-Thieme operates in the E-commerce category.
Sources: Wikidata
Sport-Thieme scores 55/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Sport-Thieme official site
Sport-Thieme is a German mail-order company, founded in 1949 and headquartered in Grasleben, that sells professional sports equipment online. It is categorized within e-commerce, sports and fitness, education, and healthcare sectors, serving institutional and individual customers across Europe.
Sources: Sport-Thieme official site
Sport-Thieme operates an online retail business that sells professional sports equipment for fitness centers, schools, therapy practices, and sports clubs. It provides product sourcing, sales, and customer guarantees such as a 100-day return policy and a 3-year product warranty to support its equipment offerings.
Sources: Sport-Thieme official site
Sport-Thieme can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Sport-Thieme official site
Sport-Thieme offers professional sports equipment designed for fitness training, school physical education, therapeutic exercise, and sports clubs. Its product range supports institutional and individual customers seeking quality equipment across these various applications.
Sources: Sport-Thieme official site
Sport-Thieme is known for being a long-established German mail-order supplier of professional sports equipment, offering fair pricing alongside strong customer guarantees, including a 100-day returns policy and a 3-year product guarantee, catering to schools, fitness centers, and therapy practices.
Sources: Sport-Thieme official site
Sport-Thieme's customers include schools, fitness centers, therapy practices, sports clubs, and individuals seeking professional-grade sports equipment, particularly within Germany and other European markets.
Sources: Sport-Thieme official site
Sport-Thieme scores 43/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Sport-Thieme has a limited AI-visibility profile at 43/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (60/100) and its weakest is visibility (25/100). It benefits from a Wikidata knowledge-graph entry, open access for AI crawlers (GPTBot, ClaudeBot, etc.) and machine-readable schema.org markup. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data and a low Moz Domain Authority of 29/100. In a live check, Claude could already identify Sport-Thieme from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Sport-Thieme: Sport Découverte (76/100), Spear and Jackson (76/100), Sport Vision (76/100), Sprayway (76/100).
A step up - brands to learn from: ZuPreem (81/100), Zulay Kitchen (81/100).
Category leader: DHL (97/100).
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