Fitness and classes · Metro area · Wisconsin
Yoga, Pilates and fitness studios in the Milwaukee-Waukesha, WI metro area
The yoga, Pilates and fitness studios in the Milwaukee-Waukesha, WI metro area, the household spending behind them and how the market ranks against other metro areas.
Groundwork market score · out of 100
Score 39 out of 100: Lower middle
Ranked #266 of 347 scored metro areas
#7 of 13 scored metro areas based in Wisconsin
- Listings
- 156
- 25 chain locations (16%)
- Official establishments
- 247
- All fitness and recreational sports centers · +4.7% since 2019
- Household spending a year
- $639.2M
- On memberships, classes and admissions · $974 a household
- Spending per listing
- $4.1M
- In line with the U.S.
- Listings per 10k households
- 2.4
- In line with the U.S.
- Population, 2025
- 1,575,010
- 0.0% since 2020
See the yoga, Pilates and fitness studios around any address in the Milwaukee-Waukesha 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 Milwaukee-Waukesha 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
The Milwaukee-Waukesha metro area scores 39 (lower middle) on the Groundwork market score for yoga, Pilates and fitness studios, ranking #266 of 347 scored metro areas and #7 of 13 scored metro areas based in Wisconsin. That puts it in the bottom quarter of metro areas.
As of September 2026, map listings count 156 yoga, Pilates and fitness studios in the Milwaukee-Waukesha metro area. 25 of them (16%) are chain locations, against 18% across the U.S. That comes to 2.4 for every 10,000 households, in line with the U.S. rate of 2.4.
At $974 per household (in line with the U.S. average), households in the Milwaukee-Waukesha metro area spend about $639.2M a year on memberships, classes and admissions. That works out to $4.1M per studio, 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.
The official count of businesses with payroll classed as fitness and recreational sports centers in the Milwaukee-Waukesha metro area was 247 in 2023, up 4.7% from 2019. That is one for every 2,658 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 $12.9M have gone to businesses classed as fitness and recreational sports centers in the Milwaukee-Waukesha metro area. Population estimates show the Milwaukee-Waukesha metro area held about level from 2020 to 2025, against +3.1% for the U.S.
How the Milwaukee-Waukesha 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 | Milwaukee-Waukesha metro area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 2.4 | 2.2 | 2.4 |
| Spending per listing | $4.1M | $4.2M | $4.1M |
| Households per official establishment (all fitness and recreational sports centers) | 2,658 | 2,966 | 3,109 |
| Official establishment growth, 2019–2023 | +4.7% | +9.1% | +5.8% |
| Population growth, 2020–2025 | 0.0% | +1.3% | +3.1% |
| Spending per household on memberships, classes and admissions | $974 | $921 | $983 |
| Median household income | $78,218 | $77,485 | $80,734 |
| Groundwork market score | 39 | 36 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 247All fitness and recreational sports centers · +4.7% over the period
- Employees, 2023
- 6,561
- Annual payroll, 2023
- $97.4M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 15625 chain locations
- Listings at the U.S. rate for this spending
- 157The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 27
- Amount
- $12.9M
SBA-backed loans to businesses classed as fitness and recreational sports centers in the Milwaukee-Waukesha 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 Milwaukee-Waukesha metro area
- Population, 2025 estimate
- 1,575,0100.0% since 2020
- Households
- 656,436
- Median age
- 39.7
- Homes lived in by their owners
- 60%
- Vehicles per household
- 1.6
- Land area
- 1,455 sq. mi.
- People per square mile
- 1,078
- Median household income
- $78,218+25.4% vs. 2015–2019, before inflation
- Average household income
- $106,675
- Median home value
- $306,400
- Jobs located here
- 863,760
- Daytime population
- 1,652,441Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Milwaukee-Waukesha 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 Milwaukee-Waukesha 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 Milwaukee-Waukesha 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 Milwaukee-Waukesha 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 classes46
- Gyms45
- Yoga, Pilates and fitness studios39
- Martial arts and dance studios47
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many yoga, Pilates and fitness studios are in the Milwaukee-Waukesha, WI metro area?
The Milwaukee-Waukesha metro area has 156 yoga, Pilates and fitness studios on map listings as of September 2026. 25 of them (16%) are chain locations. The listings count yoga, Pilates, barre and boot-camp studios. Official counts show 247 businesses with payroll classed as fitness and recreational sports centers in 2023, up 4.7% 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 Milwaukee-Waukesha, WI metro area spend on memberships, classes and admissions?
About $639.2M a year, or $974 per household. That is in line with the U.S. average (an index of 99, where 100 is the U.S. average). Spread across the 156 yoga, Pilates and fitness studios on map listings, it comes to $4.1M 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 656,436 households in the Milwaukee-Waukesha metro area and national spending patterns by income.
How does the Milwaukee-Waukesha, WI metro area compare with the U.S. for yoga, Pilates and fitness studios?
The Milwaukee-Waukesha metro area has 2.4 yoga, Pilates and fitness studios per 10,000 households, in line with the U.S. rate of 2.4. Spending per studio is $4.1M, in line with the U.S. figure of $4.1M. At the national ratio of yoga, Pilates and fitness studios to household spending, the Milwaukee-Waukesha metro area would have about 157, against 156 on map listings. There is one business with payroll in the industry for every 2,658 households, against one for every 3,109 across the U.S. The official count rose 4.7% from 2019 to 2023, against +5.8% for the U.S.
How fast is the Milwaukee-Waukesha, WI metro area growing?
Population estimates put the Milwaukee-Waukesha metro area at 1,575,010 people in 2025, unchanged since 2020, against +3.1% for the U.S. It has 656,436 households. Median household income in the Milwaukee-Waukesha metro area is $78,218, 3% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.4%, 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 Milwaukee-Waukesha metro area scores 39 for yoga, Pilates and fitness studios (lower middle), #266 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 Milwaukee-Waukesha 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 Milwaukee-Waukesha metro area
Screening a site or an acquisition in the Milwaukee-Waukesha 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 Milwaukee-Waukesha 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.