GO Outdoors is the United Kingdom’s largest specialist outdoor retailer, offering a vast range of equipment, clothing, and footwear for camping, hiking, fishing, cycling, watersports, and more. For the 52 weeks ended 1 February 2025, the company reported revenue of £341.2 million and returned to profitability with a pre-tax profit of £9.7 million (compared to a £1.5 million loss the previous year).
Operating 126 stores nationwide and backed by FTSE 100 parent JD Sports Fashion Plc (which reported group revenue of £11.458 billion in the same period), GO Outdoors serves millions of customers with affordable, high-quality gear from over 600 brands. Its large-format stores, strong omnichannel platform, and popular membership scheme make it the go-to destination for outdoor enthusiasts of all levels.
A Heritage Rooted in Outdoor Passion
GO Outdoors traces its roots to 1969 with the original Camping and Caravanning Centre in Sheffield, Yorkshire. The modern business was established in 1998 when entrepreneurs Paul Caplan and John Graham took over a large Sheffield outdoor emporium. Their vision was to democratise outdoor adventure by providing quality gear at accessible prices in spacious, warehouse-style stores.
The company expanded rapidly across the UK, building a reputation for excellent customer service and a broad product range suited to the Peak District and beyond. In November 2016, JD Sports Fashion Plc acquired GO Outdoors for approximately £112–128 million (depending on final adjustments), integrating it into its growing outdoor division alongside Blacks, Millets, and Tiso. The founders stepped away following the sale.
Ownership, Structure & Corporate Strength
GO Outdoors operates as GO Outdoors Retail Limited, a wholly owned subsidiary of JD Sports Fashion Plc. This relationship provides significant advantages, including shared supply chain efficiencies, logistics expertise, and financial stability in a competitive retail landscape.
JD Sports’ Sporting Goods and Outdoor division benefits from the scale of the wider group, enabling investment in store formats, digital capabilities, and brand partnerships while allowing GO Outdoors to maintain its distinct focus on accessible outdoor retail.
Store Network & Expansion Strategy
As of early 2025, GO Outdoors operates 126 stores across the UK. The network includes large-format superstores, smaller GO Outdoors Express locations, and specialist formats such as Taylor’s and Fishing Republic.
A standout is the York flagship store, opened in August 2024. Spanning approximately 125,000-127,000 sq ft, it is widely recognised as Europe’s largest outdoor store. The two-floor destination stocks over 380 brands and serves as a community hub with product demonstrations, events, and brand activations. It has quickly become one of the chain’s top-performing locations.
In the year to February 2025, the company opened 27 new stores while relocating and upgrading others, reflecting continued confidence in physical retail. Store layouts are tailored to local needs, coastal sites emphasise watersports, while inland or mountainous areas focus on hiking, climbing, and technical gear.
Omnichannel Retail Excellence
GO Outdoors combines its extensive physical presence with a robust online platform at gooutdoors.co.uk. Key digital features include:
- Free delivery on orders over £80
- Click-and-collect services
- Regular clearance sales with discounts up to 60%
- Detailed product information and reviews
This omnichannel approach allows customers to research online and test gear in-store, particularly valuable for items like hiking boots, tents, and rucksacks.
Product Range & Brand Portfolio
The retailer offers one of the UK’s widest selections across 20+ activity categories:
- Camping: Family tents, sleeping systems, inflatable models
- Walking & Hiking: Boots, rucksacks, layering systems
- Clothing & Footwear
- Fishing, Cycling, Running, Horse Riding, Climbing & Watersports
It balances premium international brands (Berghaus, Rab, Salomon, Scarpa, and others) with strong value options and in-house labels such as Peter Storm (established 1954). This tiered approach caters to beginners, families, and experienced adventurers alike.
Membership Model & Customer Loyalty
A key driver of success is the GO Outdoors Membership scheme. For a modest annual fee, members enjoy exclusive discounts, early access to promotions, and reward incentives. The programme has built a large and loyal customer base, encouraging repeat visits and fostering long-term engagement with the brand.
Financial Performance & Resilience
For the 52 weeks ended 1 February 2025, GO Outdoors achieved a strong turnaround:
- Revenue: £341.2 million (slightly down from the prior 53-week period of £344.8 million, on a like-for-like basis showing stability)
- Pre-tax profit: £9.7 million (versus a £1.5 million loss the previous year)
- Improved gross margin (rising to 45.7%)
The business invested £3 million in store upgrades during the year. Despite challenges such as weather dependency and economic pressures, GO Outdoors has shown resilience through store expansion, margin improvement, and operational efficiencies.
Commitment to Accessibility & Outdoor Participation
GO Outdoors’ philosophy centres on making the outdoors accessible to everyone, regardless of experience or budget. Its campaigns promote the physical and mental health benefits of nature and encourage inclusive participation.
By combining scale, value, product diversity, and nationwide reach, GO Outdoors serves as the UK’s most approachable gateway to outdoor adventure — whether for a weekend camping trip, family hike, or serious expedition.
