Fitness and classes · Small-town market · New Hampshire
Yoga, Pilates and fitness studios in the Keene, NH area
The yoga, Pilates and fitness studios in the Keene, NH area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 60 out of 100: Upper middle
Ranked #35 of 112 scored small-town markets
#1 of 4 scored small-town markets based in New Hampshire
- Listings
- 11
- 0 chain locations (0%)
- Official establishments
- 7
- All fitness and recreational sports centers
- Household spending a year
- $28M
- On memberships, classes and admissions · $914 a household
- Spending per listing
- $2.5M
- 37% below the U.S.
- Listings per 10k households
- 3.6
- 50% above the U.S.
- Population, 2025
- 78,269
- +2.3% since 2020
See the yoga, Pilates and fitness studios around any address in the Keene area
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 the Keene area. 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 11 yoga, Pilates and fitness studios in the Keene area. None of them are chain locations, against 18% across the U.S. Per 10,000 households, that is 3.6, 50% above the U.S. rate of 2.4.
Household spending on memberships, classes and admissions in the Keene area comes to about $28M a year: $914 per household, 7% below the U.S. average. Spread across 11 yoga, Pilates and fitness studios, that is $2.5M per studio, 37% below 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 7 businesses with payroll classed as fitness and recreational sports centers in the Keene area in 2023. That is one for every 4,374 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, 3 SBA-backed loans worth $218K have gone to businesses classed as fitness and recreational sports centers in the Keene area.
Between 2020 and 2025, the population of the Keene area grew 2.3%, slower than the U.S. (+3.1%). The Groundwork market score for yoga, Pilates and fitness studios in the Keene area is 60 (upper middle), #35 of 112 scored small-town markets and #1 of 4 scored small-town markets based in New Hampshire.
How the Keene area compares
The same measures for New Hampshire 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 | Keene area | New Hampshire | U.S. |
|---|---|---|---|
| Listings per 10k households | 3.6 | 5.0 | 2.4 |
| Spending per listing | $2.5M | $2.3M | $4.1M |
| Households per official establishment (all fitness and recreational sports centers) | 4,374 | 1,904 | 3,109 |
| Official establishment growth, 2019–2023 | n/a | +7.8% | +5.8% |
| Population growth, 2020–2025 | +2.3% | +2.7% | +3.1% |
| Spending per household on memberships, classes and admissions | $914 | $1,127 | $983 |
| Median household income | $83,329 | $99,031 | $80,734 |
| Groundwork market score | 60 | 26 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 7All fitness and recreational sports centers
- Employees, 2023
- 185
- Annual payroll, 2023
- $2.8M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 110 chain locations
- Listings at the U.S. rate for this spending
- 7The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 3
- Amount
- $218K
SBA-backed loans to businesses classed as fitness and recreational sports centers in the Keene area, 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 the Keene area
- Population, 2025 estimate
- 78,269+2.3% since 2020
- Households
- 30,620
- Median age
- 44.4
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 707 sq. mi.
- People per square mile
- 109
- Median household income
- $83,329+28.7% vs. 2015–2019, before inflation
- Average household income
- $105,430
- Median home value
- $280,100
- Jobs located here
- 32,125
- Daytime population
- 72,018Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Keene area?
These figures cover the whole small-town market. 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 the Keene area. 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 New Hampshire
Every New Hampshire market ranked →The highest-scoring small-town markets in New Hampshire for yoga, Pilates and fitness studios, numbered among those based in New Hampshire, with the Keene area marked.
Top small-town markets in New Hampshire
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Keene, NH | 60 | 11 | 3.6 | $2.5M | +2.3% | #35 of 112 |
| 2Laconia, NH | 51 | 10 | 3.8 | $2.7M | +2.1% | #52 of 112 |
| 3Concord, NH | 48 | 31 | 5.1 | $2.1M | +2.6% | #63 of 112 |
| 4Lebanon-Claremont, NH-VT | 47 | 42 | 4.6 | $2.1M | +1.5% | #65 of 112 |
Other business types in the Keene area
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 classes61
- Gyms77
- Yoga, Pilates and fitness studios60
- Martial arts and dance studios62
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many yoga, Pilates and fitness studios are in the Keene, NH area?
The Keene area has 11 yoga, Pilates and fitness studios on map listings as of September 2026. None of them are chain locations. The listings count yoga, Pilates, barre and boot-camp studios. Official counts show 7 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 the Keene, NH area spend on memberships, classes and admissions?
About $28M a year, or $914 per household. That is 7% below the U.S. average (an index of 93, where 100 is the U.S. average). Spread across the 11 yoga, Pilates and fitness studios on map listings, it comes to $2.5M 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 30,620 households in the Keene area and national spending patterns by income.
How does the Keene, NH area compare with the U.S. for yoga, Pilates and fitness studios?
The Keene area has 3.6 yoga, Pilates and fitness studios per 10,000 households, 50% above the U.S. rate of 2.4. Spending per studio is $2.5M, 37% below the U.S. figure of $4.1M. At the national ratio of yoga, Pilates and fitness studios to household spending, the Keene area would have about 7, against 11 on map listings. There is one business with payroll in the industry for every 4,374 households, against one for every 3,109 across the U.S.
How fast is the Keene, NH area growing?
Population estimates put the Keene area at 78,269 people in 2025, up 2.3% since 2020, slower than the U.S. (+3.1%). It has 30,620 households. Median household income in the Keene area is $83,329, 3% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 28.7%, 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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. The Keene area scores 60 for yoga, Pilates and fitness studios (upper middle), #35 of 112 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Keene area. 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 the Keene area
Screening a site or an acquisition in the Keene area?
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 the Keene area. 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.