GO Outdoors is the United Kingdom’s largest specialist outdoor retailer, generating £341.2 million in annual revenue and delivering £9.7 million in pre-tax profit for the year ended February 1, 2025. Operating 126 stores nationwide and backed by FTSE 100 parent JD Sports Fashion Plcwhich reported £11.46 billion in group revenue, the company is a major force in British outdoor retail.
Founded in Sheffield with roots dating to 1969, GO Outdoors now serves over 6 million members, offering equipment across 20+ outdoor categories from more than 600 leading brands. Combining large-format stores, a flagship presence in York, and a strong omnichannel platform, it has become the UK’s gateway to affordable outdoor adventure.
A Heritage Rooted in Outdoor Passion
GO Outdoors traces its origins back to 1969, when it began as the Camping and Caravanning Centre (CCC) in Sheffield, Yorkshire. The store quickly earned a reputation for exceptional customer service and comprehensive outdoor gear, serving a community deeply connected to the Peak District and surrounding countryside.
The modern brand emerged in 1998 when entrepreneurs John Graham and Paul Caplan took over a large Sheffield-based outdoor emporium. Their vision was clear: democratise outdoor adventure by offering high-quality gear at accessible prices within large-format warehouse-style stores.
The strategy worked. Rapid national expansion followed, transforming GO Outdoors into a recognised retail powerhouse. In 2016, the company was sold for £128 million to JD Sports Fashion Plc, marking a major milestone in its growth trajectory.
By 2020, JD Sports had completed restructuring and incorporated GO Outdoors into its outdoor division alongside brands such as Blacks, Millets, and Tiso, significantly strengthening its competitive position.
Ownership, Structure & Corporate Strength
GO Outdoors operates as GO Outdoors Retail Limited, a private limited company registered in Bury, Lancashire (company number 12659342, incorporated June 2020). As a wholly owned subsidiary of JD Sports Fashion Plc, a FTSE 100-listed global retail group, it benefits from shared supply chains, logistics expertise, and financial backing.
JD Sports reported total group revenue of £11,458 million for the 52 weeks ended February 1, 2025. The Sporting Goods and Outdoor division, which includes GO Outdoors, plays a key role in this performance.
This corporate alignment provides stability, investment capacity, and operational scale that independent outdoor retailers often lack.
Store Network & Expansion Strategy
GO Outdoors operates over 120 stores across the UK, with 126 locations reported as of early 2025. Its network includes:
- Large-format warehouse stores
- GO Outdoors Express formats
- Specialist integrations such as Taylor’s and Fishing Republic
A defining example of its expansion strategy is the York flagship store, recognised as the largest outdoor store in Europe. Beyond retail, the location functions as a regional community hub, hosting events, product demonstrations, and brand activations.
In the year ending February 1, 2025, the company opened 27 new stores while upgrading and relocating others, demonstrating a continued commitment to physical retail despite wider industry pressures.
Store layouts are tailored to local demographics. Coastal regions emphasise watersports and marine equipment, while mountainous areas prioritise technical hiking and climbing gear.
Omnichannel Retail Excellence
GO Outdoors has invested heavily in digital integration through its website, gooutdoors.co.uk. Customers benefit from:
- Free delivery over £80
- Click-and-collect services
- Clearance sales offering up to 60% discounts
- Nationwide accessibility
The combination of large physical stores and a strong online presence allows customers to research products digitally while still experiencing them in person, particularly important for items such as hiking boots, rucksacks, and tents.
This omnichannel strategy strengthens customer convenience while reinforcing brand loyalty.
Product Range & Brand Portfolio
GO Outdoors stocks one of the widest outdoor product assortments in the UK, covering more than 20 activity categories, including:
- Camping (family tents, inflatable models, sleeping systems)
- Walking & Hiking (boots, rucksacks, layering systems)
- Clothing & Footwear
- Fishing, Cycling, Running
- Horse Riding, Climbing, Watersports
The retailer combines premium global brands with strong in-house labels such as Peter Storm (established 1954). International brands such as Berghaus, Rab, Salomon, and Scarpa ensure credibility among serious outdoor enthusiasts.
This tiered pricing strategy enables beginners and experienced adventurers alike to shop within their budgets without sacrificing quality.
Membership Model & Customer Loyalty
A cornerstone of GO Outdoors’ success is its Membership programme, which has attracted over 6 million members. For a small annual fee, members gain access to exclusive pricing, special promotions, and reward incentives.
This model reinforces affordability while driving repeat purchases and long-term engagement.
Financial Performance & Resilience
For the 52 weeks ended February 1, 2025, GO Outdoors Retail Limited returned to profitability with a pre-tax profit of £9.7 million, compared to a £1.5 million loss the previous year. Revenue reached £341.2 million, slightly down from £344.8 million (adjusted for trading weeks), reflecting stable performance amid challenging retail conditions.
Investment in store upgrades totalled £3 million during the year, supporting enhanced customer experiences and modernised layouts.
Despite weather dependency and broader economic pressures, GO Outdoors has demonstrated resilience through expansion, operational efficiency, and brand strength.
Commitment to Accessibility & Outdoor Participation
GO Outdoors’ brand philosophy centres on the physical and mental benefits of spending time in nature. Its campaigns consistently promote inclusivity, encouraging participation regardless of age, experience, or income level.
By balancing scale, value, brand diversity, and nationwide reach, GO Outdoors has positioned itself as the UK’s most accessible gateway to outdoor adventure.
