Fitness and classes · County · Iowa
Yoga, Pilates and fitness studios in Story County, IA
How Story County, IA compares with other counties and the U.S. for yoga, Pilates and fitness studios: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 49 out of 100: Lower middle
Ranked #396 of 777 scored counties
#6 of 14 scored counties in Iowa
- Listings
- 8
- 1 chain location (13%)
- Official establishments
- 15
- All fitness and recreational sports centers
- Household spending a year
- $34.5M
- On memberships, classes and admissions · $888 a household
- Spending per listing
- $4.3M
- 6% above the U.S.
- Listings per 10k households
- 2.1
- 12% below the U.S.
- Population, 2025
- 101,291
- +2.7% since 2020
See the yoga, Pilates and fitness studios around any address in Story County
The site report maps the yoga, Pilates and fitness studios on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of Story County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
As of September 2026, map listings count 8 yoga, Pilates and fitness studios in Story County. One of them (13%) is a chain location, against 18% across the U.S. That comes to 2.1 for every 10,000 households, 12% below the U.S. rate of 2.4.
Households in Story County spend about $34.5M a year on memberships, classes and admissions, or $888 per household, 10% below the U.S. average. Spread across 8 yoga, Pilates and fitness studios, that is $4.3M per studio, 6% above the U.S. figure of $4.1M. That spending covers all memberships, classes and admissions, which yoga, Pilates and fitness studios share with other businesses in the trade.
Official counts show 15 businesses with payroll classed as fitness and recreational sports centers in Story County in 2023. That is one for every 2,594 households, against one for every 3,109 across the U.S. The official count takes in all fitness and recreational sports centers, not only yoga, Pilates and fitness studios: gyms are counted too. Since fiscal 2022, 1 SBA-backed loan worth $517K has gone to businesses classed as fitness and recreational sports centers in Story County.
Population estimates put the population change in Story County from 2020 to 2025 at +2.7%, in step with the U.S. (+3.1%). For yoga, Pilates and fitness studios, Story County has a Groundwork market score of 49 (lower middle): #396 of 777 scored counties and #6 of 14 scored counties in Iowa.
How Story County compares
The same measures for Iowa and the whole U.S. Spending per listing divides a year of household spending on all memberships, classes and admissions by the yoga, Pilates and fitness studios counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Story County | Iowa | U.S. |
|---|---|---|---|
| Listings per 10k households | 2.1 | 1.8 | 2.4 |
| Spending per listing | $4.3M | $5M | $4.1M |
| Households per official establishment (all fitness and recreational sports centers) | 2,594 | 3,306 | 3,109 |
| Official establishment growth, 2019–2023 | n/a | +3.7% | +5.8% |
| Population growth, 2020–2025 | +2.7% | +1.5% | +3.1% |
| Spending per household on memberships, classes and admissions | $888 | $890 | $983 |
| Median household income | $69,685 | $75,059 | $80,734 |
| Groundwork market score | 49 | 55 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 16 → 15All fitness and recreational sports centers
- Employees, 2023
- 227
- Annual payroll, 2023
- $3.6M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 81 chain location
- Listings at the U.S. rate for this spending
- 9The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $517K
SBA-backed loans to businesses classed as fitness and recreational sports centers in Story County, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3. These official figures cover all fitness and recreational sports centers, not only yoga, Pilates and fitness studios.
Population and households in Story County
- Population, 2025 estimate
- 101,291+2.7% since 2020
- Households
- 38,904
- Median age
- 33.1
- Homes lived in by their owners
- 56%
- Vehicles per household
- 1.9
- Land area
- 573 sq. mi.
- People per square mile
- 175
- Median household income
- $69,685+22.8% vs. 2015–2019, before inflation
- Average household income
- $96,918
- Median home value
- $258,700
- Jobs located here
- 47,997
- Daytime population
- 107,341Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Story County?
These figures cover the whole county. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the yoga, Pilates and fitness studios on map listings by name and distance.
Or open the report at the center of Story County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardYoga, Pilates and fitness studios across Iowa
Every Iowa market ranked →The highest-scoring counties in Iowa for yoga, Pilates and fitness studios, numbered among those based in Iowa, with Story County marked.
Top counties in Iowa
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Pottawattamie County, IA | 63 | 5 | 1.3 | $6.3M | −0.7% | #169 of 777 |
| 2Dallas County, IA | 62 | 12 | 2.8 | $4.5M | +17.8% | #186 of 777 |
| 3Woodbury County, IA | 54 | 5 | 1.2 | $6.8M | +0.7% | #294 of 777 |
| 4Black Hawk County, IA | 52 | 10 | 1.8 | $4.4M | +0.4% | #353 of 777 |
| 5Polk County, IA | 50 | 54 | 2.6 | $3.8M | +4.8% | #386 of 777 |
| 6Story County, IA | 49 | 8 | 2.1 | $4.3M | +2.7% | #396 of 777 |
| 7Johnson County, IA | 49 | 20 | 3.2 | $3.1M | +4.6% | #407 of 777 |
| 8Dubuque County, IA | 47 | 8 | 2.0 | $4.6M | +0.1% | #439 of 777 |
| 9Linn County, IA | 45 | 23 | 2.4 | $3.9M | +0.7% | #477 of 777 |
| 10Marion County, IA | 40 | 5 | 3.8 | $2.4M | +2.3% | #560 of 777 |
Other business types in Story County
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
- Gyms, studios and classes39
- Gyms36
- Yoga, Pilates and fitness studios49
- Martial arts and dance studios57
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many yoga, Pilates and fitness studios are in Story County, IA?
Story County has 8 yoga, Pilates and fitness studios on map listings as of September 2026. One of them (13%) is a chain location. The listings count yoga, Pilates, barre and boot-camp studios. Official counts show 15 businesses with payroll classed as fitness and recreational sports centers in 2023. That count covers all fitness and recreational sports centers (gyms included), not only yoga, Pilates and fitness studios.
How much do households in Story County, IA spend on memberships, classes and admissions?
About $34.5M a year, or $888 per household. That is 10% below the U.S. average (an index of 90, where 100 is the U.S. average). Spread across the 8 yoga, Pilates and fitness studios on map listings, it comes to $4.3M per studio. The spending figure covers all memberships, classes and admissions, not only yoga, Pilates and fitness studios. It is estimated from the incomes of the 38,904 households in Story County and national spending patterns by income.
How does Story County, IA compare with the U.S. for yoga, Pilates and fitness studios?
Story County has 2.1 yoga, Pilates and fitness studios per 10,000 households, 12% below the U.S. rate of 2.4. Spending per studio is $4.3M, 6% above the U.S. figure of $4.1M. At the national ratio of yoga, Pilates and fitness studios to household spending, Story County would have about 9, against 8 on map listings. There is one business with payroll in the industry for every 2,594 households, against one for every 3,109 across the U.S.
How fast is Story County, IA growing?
Population estimates put Story County at 101,291 people in 2025, up 2.7% since 2020, in step with the U.S. (+3.1%). It has 38,904 households. Median household income in Story County is $69,685, 14% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.8%, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. Story County scores 49 for yoga, Pilates and fitness studios (lower middle), #396 of 777 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Story County. It maps the yoga, Pilates and fitness studios on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for yoga, Pilates and fitness studios · All 56 business types in Story County
Screening a site or an acquisition in Story County?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of Story County. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.