Fitness and classes · Small-town market · Wisconsin
Yoga, Pilates and fitness studios in the Watertown-Fort Atkinson, WI area
The yoga, Pilates and fitness studios in the Watertown-Fort Atkinson, WI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 64 out of 100: Upper middle
Ranked #19 of 112 scored small-town markets
#3 of 7 scored small-town markets based in Wisconsin
- Listings
- 6
- 0 chain locations (0%)
- Official establishments
- 12
- All fitness and recreational sports centers
- Household spending a year
- $31.4M
- On memberships, classes and admissions · $899 a household
- Spending per listing
- $5.2M
- 29% above the U.S.
- Listings per 10k households
- 1.7
- 29% below the U.S.
- Population, 2025
- 86,505
- +0.3% since 2020
See the yoga, Pilates and fitness studios around any address in the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson 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
At $899 per household (9% below the U.S. average), households in the Watertown-Fort Atkinson area spend about $31.4M a year on memberships, classes and admissions. Spread across 6 yoga, Pilates and fitness studios, that is $5.2M per studio, 29% above the U.S. figure of $4.1M. The spending figure covers all memberships, classes and admissions, not only yoga, Pilates and fitness studios.
There are 6 yoga, Pilates and fitness studios on map listings in the Watertown-Fort Atkinson area as of September 2026. None of them are chain locations, against 18% across the U.S. That is 1.7 per 10,000 households, 29% below the U.S. rate of 2.4.
Official counts show 12 businesses with payroll classed as fitness and recreational sports centers in the Watertown-Fort Atkinson area in 2023. That is one for every 2,906 households, against one for every 3,109 across the U.S. That count covers all fitness and recreational sports centers (gyms included), not only yoga, Pilates and fitness studios.
Between 2020 and 2025, the population of the Watertown-Fort Atkinson area grew 0.3%, slower than the U.S. (+3.1%). The Watertown-Fort Atkinson area scores 64 (upper middle) on the Groundwork market score for yoga, Pilates and fitness studios, ranking #19 of 112 scored small-town markets and #3 of 7 scored small-town markets based in Wisconsin. That puts it in the top quarter of small-town markets.
How the Watertown-Fort Atkinson 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 | Watertown-Fort Atkinson area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 1.7 | 2.2 | 2.4 |
| Spending per listing | $5.2M | $4.2M | $4.1M |
| Households per official establishment (all fitness and recreational sports centers) | 2,906 | 2,966 | 3,109 |
| Official establishment growth, 2019–2023 | n/a | +9.1% | +5.8% |
| Population growth, 2020–2025 | +0.3% | +1.3% | +3.1% |
| Spending per household on memberships, classes and admissions | $899 | $921 | $983 |
| Median household income | $83,750 | $77,485 | $80,734 |
| Groundwork market score | 64 | 36 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 12All fitness and recreational sports centers
- Employees, 2023
- 111
- Annual payroll, 2023
- $1.8M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 60 chain locations
- Listings at the U.S. rate for this spending
- 8The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as fitness and recreational sports centers in the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson area
- Population, 2025 estimate
- 86,505+0.3% since 2020
- Households
- 34,873
- Median age
- 42.2
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.0
- Land area
- 557 sq. mi.
- People per square mile
- 155
- Median household income
- $83,750+26.3% vs. 2015–2019, before inflation
- Average household income
- $100,082
- Median home value
- $274,100
- Jobs located here
- 34,853
- Daytime population
- 76,557Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson 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 small-town markets in Wisconsin for yoga, Pilates and fitness studios, numbered among those based in Wisconsin, with the Watertown-Fort Atkinson area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Baraboo, WI | 66 | 5 | 1.8 | $4.9M | +1.3% | #13 of 112 |
| 2Manitowoc, WI | 66 | 7 | 2.0 | $3.9M | +0.4% | #14 of 112 |
| 3Watertown-Fort Atkinson, WI | 64 | 6 | 1.7 | $5.2M | +0.3% | #19 of 112 |
| 4Whitewater-Elkhorn, WI | 60 | 17 | 3.9 | $2.5M | +0.8% | #36 of 112 |
| 5Wisconsin Rapids-Marshfield, WI | 58 | 6 | 1.9 | $4.1M | −0.2% | #40 of 112 |
| 6Sparta, WI | 58 | 5 | 2.7 | $2.9M | +0.6% | #42 of 112 |
| 7Stevens Point-Plover, WI | 45 | 11 | 3.7 | $2.3M | +2.2% | #73 of 112 |
Other business types in the Watertown-Fort Atkinson 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 classes52
- Gyms48
- Yoga, Pilates and fitness studios64
- Martial arts and dance studios73
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many yoga, Pilates and fitness studios are in the Watertown-Fort Atkinson, WI area?
As of September 2026, map listings count 6 yoga, Pilates and fitness studios in the Watertown-Fort Atkinson area. None of them are chain locations. The listings count yoga, Pilates, barre and boot-camp studios. Official counts show 12 businesses with payroll classed as fitness and recreational sports centers in 2023. The official count takes in all fitness and recreational sports centers, not only yoga, Pilates and fitness studios: gyms are counted too.
How much do households in the Watertown-Fort Atkinson, WI area spend on memberships, classes and admissions?
About $31.4M a year, or $899 per household. That is 9% below the U.S. average (an index of 91, where 100 is the U.S. average). Spread across the 6 yoga, Pilates and fitness studios on map listings, it comes to $5.2M per studio. That spending covers all memberships, classes and admissions, which yoga, Pilates and fitness studios share with other businesses in the trade. It is estimated from the incomes of the 34,873 households in the Watertown-Fort Atkinson area and national spending patterns by income.
How does the Watertown-Fort Atkinson, WI area compare with the U.S. for yoga, Pilates and fitness studios?
The Watertown-Fort Atkinson area has 1.7 yoga, Pilates and fitness studios per 10,000 households, 29% below the U.S. rate of 2.4. Spending per studio is $5.2M, 29% above the U.S. figure of $4.1M. At the U.S. ratio of yoga, Pilates and fitness studios to household spending, the Watertown-Fort Atkinson area would have about 8, against 6 on map listings. There is one business with payroll in the industry for every 2,906 households, against one for every 3,109 across the U.S.
How fast is the Watertown-Fort Atkinson, WI area growing?
Population estimates put the Watertown-Fort Atkinson area at 86,505 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 34,873 households. The median household income in the Watertown-Fort Atkinson area is $83,750 a year, 4% above the U.S. median of $80,734. That rose 26.3% from the 2015–2019 survey, 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 Watertown-Fort Atkinson area scores 64 for yoga, Pilates and fitness studios (upper middle), #19 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 Watertown-Fort Atkinson 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 Watertown-Fort Atkinson area
Screening a site or an acquisition in the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson 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.