Brand page · Athletics · United Kingdom
Willies: 55.4K visits a month, 17 active Meta ads, Gravity score 483.
Willies — Willies is a UK-based retailer specializing in ice hockey, inline hockey, and figure skating equipment, selling products from leading brands like Bauer, CCM, Warrior, True, EDEA, Risport, and Jackson. In September 2026 willies.co.uk drew an estimated 55.4K visits, down 7% on the month before. It ranks #30 of 842 Athletics brands in United Kingdom and holds a 4.0 Trustpilot rating over 19 reviews.
Updated Traffic Sept 2026Meta ads 7 Oct 2026Google ads 20 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 43 peers: Athletics brands in United Kingdom with 30K–100K monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Willies is a UK-based retailer specializing in ice hockey, inline hockey, and figure skating equipment, selling products from leading brands like Bauer, CCM, Warrior, True, EDEA, Risport, and Jackson.
01 · Traffic
How much traffic Willies gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Willies drew an estimated 55.4K visits in September 2026, down 7% on the month before and down 32% over three months.
- Worldwide#155,731of 4.5M sites · Top 5%
- In United Kingdom#8,199of 192K sites · Top 5%
- Athletics, worldwide#472of 14,997 brands · Top 5%
- Athletics, United Kingdom#30of 842 brands · Top 5%
55.4K
estimated visits in September
1 mo ▼ −7.2%4 mo ▼ −32.2%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Willies.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Willies holds 4.0 out of 5 on Trustpilot over 19 reviews, 8 of them in the last twelve months: 89% of customers give five stars and 5% one star. That volume places Willies in the top 50 % of the 270,321 Trustpilot pages in the Gravity index.
Hockey Store
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Willies sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Willies sells on Shopify, 95% of its catalogue in stock. The best seller is Ice Hockey Leg Tape - Clear, at £2.50–£75.00, followed by Hockey Stick Tape - Black / White and A&R Pro Stock Waxed Hockey Laces.
#1Ice Hockey Leg Tape - ClearWillies£2.50–£75.00In stock
#2Hockey Stick Tape - Black / WhiteWillies£3.50–£180.00In stock
#3A&R Pro Stock Waxed Hockey LacesWillies£5.00–£13.50In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places Willies in its comparison group.
- Average rating
- 4.83 / 5
- Rated products
- 44% of the catalogue
- In stock
- 95%
- Upper price quartile
- US$182.32
- Currency
- GBP
04 · Ads
What Willies is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Willies runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, whatsapp, and has advertised on Google since August 2022 (image, text, video).
CCM SpeedBlade +4.0 HolderWILLIES.co.uk - Ice, Inline & Figure5 Oct 2026image
Orange 10oz PucksWILLIES.co.uk - Ice, Inline & Figure24 Sept 2026image
The Most Fun You Can Have Standing UpWILLIES.co.uk - Ice, Inline & Figure19 Sept 2026video- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad20 Oct 2026WIHE LTDverified
Text ad20 Oct 2026WIHE LTDverified
Text ad20 Oct 2026WIHE LTDverified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Willies.
The creators who tag @willies.co.uk on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @willies.co.uk on Instagram, led by Kay Taylor| PT & Online Coach (22.1K followers, 1.5% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| KKay Taylor| PT & Online Coach@kaylouisetaylor · 🇬🇧 GB | Fitness sport bodybuilding Creator | 22.1K | 1.5% | 1 | Tagged @willies.co.uk |
06 · Competitors according to Gravity
Who Willies competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Willies among Athletics brands in United Kingdom. The closest is Puck Stop, then TheSkateEscape, HockeyStation, Al's Skate Shop, Ice Box Skating, The Ice Barn.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Puck Stoppuckstop.com | |||||||
| TheSkateEscapeskateescape.co.uk | |||||||
| HockeyStationhockeystation.com | |||||||
| Al's Skate Shopwheelsonheels.co.uk | |||||||
| Ice Box Skatingiceboxskating.co.uk | |||||||
| The Ice Barntheicebarn.co.uk |
07 · Company
The company behind Willies.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Willies is a company based in Coventry, United Kingdom, founded in 2018 according to LinkedIn, on a domain registered in March 2004. It employs about 4 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇬🇧 United Kingdom · Coventry
- Founded
- 2018, per LinkedIn
- Domain registered
- 9 Mar 2004
- Share capital
- Data not available
- Status
- Data not available
- President
- Data not available
- Activity code
- Data not available
- Employees
- 4 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- willies.co.uk · Shopify · GBP
- Catalogue
- 467 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Willies
What people ask Google about Willies.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Willies legit?
According to Gravity by Benchr, Willies is a brand based in Coventry, United Kingdom: its website has existed since March 2004, its Trustpilot profile is claimed by the brand, it sells on a Shopify store, it employs 4 people on LinkedIn, it has 11,466 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
Willies reviews: is it worth it?
Customers rate Willies 4.0 out of 5 on Trustpilot over 19 reviews, 8 of them in the last twelve months: 89% give five stars, 5% one star. Gravity by Benchr places that review volume in the top 50 % of the 270,321 Trustpilot pages in its index. Source: Gravity by Benchr Trustpilot reading, October 2026.
What does Willies sell?
Willies is a UK-based retailer specializing in ice hockey, inline hockey, and figure skating equipment, selling products from leading brands like Bauer, CCM, Warrior, True, EDEA, Risport, and Jackson. Gravity by Benchr classifies it under Athletics, with Figure Skating & Hockey making up 61% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
Is Willies expensive?
Willies' best seller, Ice Hockey Leg Tape - Clear, sells from £2.50 to £75.00 on willies.co.uk. 95% of the catalogue is in stock. Gravity does not track prices daily: check willies.co.uk before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Willies promo code
Gravity by Benchr does not collect discount codes. What Gravity observes: Willies advertises on Facebook and Instagram and on Google, where its offers often run. Check willies.co.uk for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where can I buy Willies?
Willies sells on its own website, willies.co.uk, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who owns Willies?
Gravity by Benchr records a company based in Coventry, United Kingdom, founded in 2018 according to LinkedIn, on a domain registered in 2004, with 4 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is Willies growing?
Not at the moment. Gravity by Benchr estimates about 55,400 visits to willies.co.uk in September 2026, down 7% in a month and down 32% over three months. Willies ranks #30 of 842 Athletics brands in United Kingdom in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does Willies use?
Gravity by Benchr identifies willies.co.uk as a Shopify store (standard plan, not Shopify Plus), selling in GBP. The brand has claimed its Trustpilot profile. It advertises through Meta and on Google since August 2022. Source: Gravity by Benchr platform and advertising records, November 2026.
What is Willies' ad budget?
Gravity by Benchr does not publish a spend figure for Willies on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads, WhatsApp. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Athletics brands in United Kingdom?
Among Athletics brands in United Kingdom in the Gravity by Benchr index, Willies ranks #30 of 842 by estimated traffic. Its closest competitors on the same market are Puck Stop, TheSkateEscape, HockeyStation, Al's Skate Shop, Ice Box Skating. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Category
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Willies.