Who gets found first in camping & outdoors.

One measure of how Australians find camping & outdoors, across Google, AI answers, social platforms and brand demand. 378 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1BCF (Boating Camping Fishing)41.9

#2Anaconda32.9

#3Bunnings24.4

See all 100 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 41.9 BCF (Boating Camping Fishing)

9.0 points clear of Anaconda, who sits at 32.9.

The chase 32.9–23.5 3 brands chasing

Anaconda 32.9
Bunnings 24.4
OZtrail 23.5

The deciding channel 45% Search discoverability

BCF (Boating Camping Fishing) 39.3
Anaconda 29.8

At 45% of the score, the lead over the next brand here moves the ranking further than any other channel's does.

Who owns each channel

Search 45% of the score BCF (Boating Camping Fishing) 39.3

AI 30% of the score Snowys Outdoors 48.8 · #5 overall

Social 15% of the score Adventure Kings 50.4 · #17 overall

Demand 10% of the score Kmart 45.6 · #11 overall

The board · August 2026

1 Move — BCF (Boating Camping Fishing) bcf.com.au Search 39.3 AI 46.3 Social 42.6 Demand 39.1 41.9

2 Move — Anaconda anacondastores.com Search 29.8 AI 33.2 Social 35.6 Demand 41.4 32.9

3 Move — Bunnings bunnings.com.au Search 13.5 AI 36.6 Social 23.7 Demand 38.3 24.4

4 Move — OZtrail oztrail.com.au Search 14.3 AI 22.8 Social 47.5 Demand 30.7 23.5

5 Move — Snowys Outdoors snowys.com.au Search 8.5 AI 48.8 Social 17.1 Demand 0.0 21.0

6 Move — Darche darche.com.au Search 14.1 AI 26.0 Social 16.2 Demand 35.8 20.1

7 Move — Tentworld tentworld.com.au Search 10.6 AI 43.0 Social 12.2 Demand 2.9 19.8

8 Move — BlackWolf blackwolf.com.au Search 13.6 AI 22.0 Social 15.4 Demand 27.9 17.8

9 Move — Coleman Australia colemanaustralia.com.au Search 7.8 AI 22.3 Social 41.0 Demand 0.0 16.4

10 Move — 4WD Supacentre 4wdsupacentre.com.au Search 15.1 AI 22.9 Social 0.0 Demand 8.9 14.5

11 Move — Kmart kmart.com.au Search 2.7 AI 3.7 Social 44.4 Demand 45.6 13.5

12 Move — Macpac macpac.com.au Search 19.9 AI 2.2 Social 11.4 Demand 17.9 13.1

13 Move — Esky esky.com.au Search 2.8 AI 20.2 Social 29.5 Demand 11.8 12.9

14 Move — CHOICE choice.com.au Search 5.2 AI 20.1 Social 25.3 Demand 0.0 12.2

15 Move — Wild Earth wildearth.com.au Search 2.9 AI 31.3 Social 6.4 Demand 0.0 11.6

16 Move — Big W bigw.com.au Search 0.0 AI 19.8 Social 14.9 Demand 32.2 11.4

17 Move — Adventure Kings au.adventurekings.com Search 0.0 AI 9.1 Social 50.4 Demand 10.8 11.4

18 Move — The Equipment Guide Australia the-equipment-guide.com.au Search 8.8 AI 22.6 Social 3.5 Demand 0.0 11.3

19 Move — Paddy Pallin paddypallin.com.au Search 2.6 AI 28.5 Social 7.4 Demand 1.6 11.0

20 Move — Dometic dometic.com Search 2.7 AI 9.2 Social 28.7 Demand 17.4 10.0

Head to head

Compare two brands.

Your brandTheir brand

BCF (Boating Camping Fishing)Rank #141.9

SearchAISocial

AnacondaRank #232.9

Demand

Search discoverability39.329.8AI visibility46.333.2Social discoverability42.635.6Brand demand39.141.4

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

25 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

25 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example BCF (Boating Camping Fishing), ranked first on camping & outdoors

41.9 of 100

BCF (Boating Camping Fishing) scores 41.9

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +17.7 39.3 scored × 45% AI visibility +13.9 46.3 scored × 30% Social discoverability +6.4 42.6 scored × 15% Brand demand +3.9 39.1 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in camping & outdoors is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

Board alerts

A note when the numbers change.

Every edition of the camping & outdoors board, in your inbox when it publishes.

camping & outdoors board

What lands in the email

Who leads the board, and what changed at the top
Who climbed and who fell
Any brand entering the top 20
What shifted across the four channels