Fitness and classes · Metro area · Wisconsin
Yoga, Pilates and fitness studios in the Madison, WI metro area
The yoga, Pilates and fitness studios in the Madison, WI metro area, the household spending behind them and how the market ranks against other metro areas.
Groundwork market score · out of 100
Score 46 out of 100: Lower middle
Ranked #203 of 347 scored metro areas
#5 of 13 scored metro areas based in Wisconsin
- Listings
- 81
- 18 chain locations (22%)
- Official establishments
- 159
- All fitness and recreational sports centers · +12.1% since 2019
- Household spending a year
- $325M
- On memberships, classes and admissions · $1,078 a household
- Spending per listing
- $4M
- In line with the U.S.
- Listings per 10k households
- 2.7
- 13% above the U.S.
- Population, 2025
- 709,685
- +4.1% since 2020
See the yoga, Pilates and fitness studios around any address in the Madison metro 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 Madison metro 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 81 yoga, Pilates and fitness studios in the Madison metro area. Chain locations make up 22% of them, against 18% across the U.S. Per 10,000 households, that is 2.7, 13% above the U.S. rate of 2.4.
Household spending on memberships, classes and admissions in the Madison metro area comes to about $325M a year: $1,078 per household, 10% above the U.S. average. That is about $4M of household spending for each studio on map listings, in line with 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.
In 2023, official counts showed 159 businesses with payroll in the Madison metro area classed as fitness and recreational sports centers, up 12.1% from 2019. That is one for every 1,897 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, 27 SBA-backed loans worth $16.2M have gone to businesses classed as fitness and recreational sports centers in the Madison metro area.
Between 2020 and 2025, the population of the Madison metro area grew 4.1%, faster than the U.S. (+3.1%). The Groundwork market score for yoga, Pilates and fitness studios in the Madison metro area is 46 (lower middle), #203 of 347 scored metro areas and #5 of 13 scored metro areas based in Wisconsin.
How the Madison metro area compares
The same measures for Wisconsin 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 | Madison metro area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 2.7 | 2.2 | 2.4 |
| Spending per listing | $4M | $4.2M | $4.1M |
| Households per official establishment (all fitness and recreational sports centers) | 1,897 | 2,966 | 3,109 |
| Official establishment growth, 2019–2023 | +12.1% | +9.1% | +5.8% |
| Population growth, 2020–2025 | +4.1% | +1.3% | +3.1% |
| Spending per household on memberships, classes and admissions | $1,078 | $921 | $983 |
| Median household income | $88,804 | $77,485 | $80,734 |
| Groundwork market score | 46 | 36 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 159All fitness and recreational sports centers · +12.1% over the period
- Employees, 2023
- 2,491
- Annual payroll, 2023
- $43.5M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 8118 chain locations
- Listings at the U.S. rate for this spending
- 80The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 27
- Amount
- $16.2M
SBA-backed loans to businesses classed as fitness and recreational sports centers in the Madison metro 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 Madison metro area
- Population, 2025 estimate
- 709,685+4.1% since 2020
- Households
- 301,580
- Median age
- 39.0
- Homes lived in by their owners
- 60%
- Vehicles per household
- 1.7
- Land area
- 3,309 sq. mi.
- People per square mile
- 209
- Median household income
- $88,804+22.7% vs. 2015–2019, before inflation
- Average household income
- $116,647
- Median home value
- $372,400
- Jobs located here
- 417,554
- Daytime population
- 747,946Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Madison metro area?
These figures cover the whole metro area. 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 Madison metro 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 Wisconsin
Every Wisconsin market ranked →The highest-scoring metro areas in Wisconsin for yoga, Pilates and fitness studios, numbered among those based in Wisconsin (a market based in another state is listed without a number), with the Madison metro area marked.
Top metro areas in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Janesville-Beloit, WI | 72 | 6 | 0.9 | $9.4M | +1.7% | #25 of 347 |
| 2Wausau, WI | 70 | 8 | 1.4 | $6.4M | +1.0% | #36 of 347 |
| 3Racine-Mount Pleasant, WI | 61 | 12 | 1.5 | $6.1M | +0.4% | #70 of 347 |
| Duluth, MN-WI | 59 | 18 | 1.5 | $5.6M | +0.2% | #91 of 347 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 55 | 374 | 2.5 | $4.8M | +2.6% | #123 of 347 |
| 4Kenosha, WI | 48 | 17 | 2.5 | $3.9M | −0.4% | #186 of 347 |
| 5Madison, WI | 46 | 81 | 2.7 | $4M | +4.1% | #203 of 347 |
| 6Appleton, WI | 44 | 24 | 2.4 | $4.1M | +2.7% | #221 of 347 |
| 7Milwaukee-Waukesha, WI | 39 | 156 | 2.4 | $4.1M | 0.0% | #266 of 347 |
| 8Green Bay, WI | 38 | 35 | 2.6 | $3.5M | +2.5% | #279 of 347 |
Other business types in the Madison metro 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 classes51
- Gyms54
- Yoga, Pilates and fitness studios46
- Martial arts and dance studios49
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many yoga, Pilates and fitness studios are in the Madison, WI metro area?
The Madison metro area has 81 yoga, Pilates and fitness studios on map listings as of September 2026. 18 of them (22%) are chain locations. The listings count yoga, Pilates, barre and boot-camp studios. Official counts show 159 businesses with payroll classed as fitness and recreational sports centers in 2023, up 12.1% from 2019. That count covers all fitness and recreational sports centers (gyms included), not only yoga, Pilates and fitness studios.
How much do households in the Madison, WI metro area spend on memberships, classes and admissions?
About $325M a year, or $1,078 per household. That is 10% above the U.S. average (an index of 110, where 100 is the U.S. average). Spread across the 81 yoga, Pilates and fitness studios on map listings, it comes to $4M 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 301,580 households in the Madison metro area and national spending patterns by income.
How does the Madison, WI metro area compare with the U.S. for yoga, Pilates and fitness studios?
The Madison metro area has 2.7 yoga, Pilates and fitness studios per 10,000 households, 13% above the U.S. rate of 2.4. Spending per studio is $4M, in line with the U.S. figure of $4.1M. At the national ratio of yoga, Pilates and fitness studios to household spending, the Madison metro area would have about 80, against 81 on map listings. There is one business with payroll in the industry for every 1,897 households, against one for every 3,109 across the U.S. The official count rose 12.1% from 2019 to 2023, against +5.8% for the U.S.
How fast is the Madison, WI metro area growing?
Population estimates put the Madison metro area at 709,685 people in 2025, up 4.1% since 2020, faster than the U.S. (+3.1%). It has 301,580 households. Median household income in the Madison metro area is $88,804, 10% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.7%, 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. 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 Madison metro area scores 46 for yoga, Pilates and fitness studios (lower middle), #203 of 347 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Madison metro 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 Madison metro area
Screening a site or an acquisition in the Madison metro 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 Madison metro 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.