Fitness and classes · Small-town market · Michigan
Gyms and studios in the Owosso, MI area
How the Owosso, MI area compares with other small-town markets and the U.S. for gyms and studios: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 56 out of 100: Upper middle
Ranked #198 of 535 scored small-town markets
#9 of 18 scored small-town markets based in Michigan
- Listings
- 33
- 5 chain locations (15%)
- Official establishments
- 7
- Businesses with payroll, 2023
- Household spending a year
- $21.2M
- On memberships, classes and admissions · $755 a household
- Spending per listing
- $644K
- 3% below the U.S.
- Listings per 10k households
- 11.7
- 21% below the U.S.
- Population, 2025
- 67,681
- −0.4% since 2020
See the gyms and studios around any address in the Owosso area
The site report maps the gyms and 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 Owosso 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
Households in the Owosso area spend about $21.2M a year on memberships, classes and admissions, or $755 per household, 23% below the U.S. average. That is about $644K of household spending for each location on map listings, 3% below the U.S. figure of $662K.
There are 33 gyms and studios on map listings in the Owosso area as of September 2026. Chain locations make up 15% of them, against 20% across the U.S. That is 11.7 per 10,000 households, 21% below the U.S. rate of 14.9.
Official counts show 7 businesses with payroll classed as fitness centers and recreation instruction in the Owosso area in 2023. That is one for every 4,018 households, against one for every 1,641 across the U.S.
Population estimates show the Owosso area declined 0.4% from 2020 to 2025, against +3.1% for the U.S. For gyms and studios, the Owosso area has a Groundwork market score of 56 (upper middle): #198 of 535 scored small-town markets and #9 of 18 scored small-town markets based in Michigan.
How the Owosso area compares
The same measures for Michigan and the whole U.S. Spending per listing divides a year of household spending on all memberships, classes and admissions by the gyms and 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 | Owosso area | Michigan | U.S. |
|---|---|---|---|
| Listings per 10k households | 11.7 | 12.5 | 14.9 |
| Spending per listing | $644K | $720K | $662K |
| Households per official establishment | 4,018 | 2,468 | 1,641 |
| Official establishment growth, 2019–2023 | n/a | +9.6% | +8.2% |
| Population growth, 2020–2025 | −0.4% | +0.6% | +3.1% |
| Spending per household on memberships, classes and admissions | $755 | $902 | $983 |
| Median household income | $67,404 | $72,875 | $80,734 |
| Groundwork market score | 56 | 62 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 7
- Employees, 2023
- 68
- Annual payroll, 2023
- $1.1M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 335 chain locations
- Listings at the U.S. rate for this spending
- 32The 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 centers and recreation instruction in the Owosso 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.
Population and households in the Owosso area
- Population, 2025 estimate
- 67,681−0.4% since 2020
- Households
- 28,126
- Median age
- 43.7
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.0
- Land area
- 531 sq. mi.
- People per square mile
- 128
- Median household income
- $67,404
- Average household income
- $84,758
- Median home value
- $171,600
- Jobs located here
- 14,880
- Daytime population
- 55,429Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Owosso 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 gyms and studios on map listings by name and distance.
Or open the report at the center of the Owosso area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardGyms, studios and classes across Michigan
Every Michigan market ranked →The highest-scoring small-town markets in Michigan for gyms and studios, numbered among those based in Michigan (a market based in another state is listed without a number), with the Owosso area marked.
Top small-town markets in Michigan
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Holland, MI | 86 | 47 | 10.3 | $909K | +2.1% | #7 of 535 |
| 2Cadillac, MI | 80 | 13 | 6.6 | $1.1M | +2.0% | #14 of 535 |
| 3Hillsdale, MI | 75 | 12 | 6.7 | $1.1M | 0.0% | #26 of 535 |
| Marinette, WI-MI | 71 | 20 | 6.8 | $1M | +0.3% | #42 of 535 |
| 4Big Rapids, MI | 71 | 16 | 9.6 | $700K | +4.7% | #48 of 535 |
| 5Coldwater, MI | 70 | 17 | 10.1 | $710K | +2.5% | #55 of 535 |
| 6Ludington, MI | 65 | 13 | 10.2 | $766K | 0.0% | #95 of 535 |
| 7Adrian, MI | 65 | 42 | 10.8 | $737K | −1.6% | #96 of 535 |
| 8Alma, MI | 56 | 14 | 9.5 | $752K | −1.1% | #193 of 535 |
| 9Owosso, MI | 56 | 33 | 11.7 | $644K | −0.4% | #198 of 535 |
Other business types in the Owosso 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 classes56
- Gyms64
- Yoga, Pilates and fitness studios
- Martial arts and dance studios52
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many gyms and studios are in the Owosso, MI area?
As of September 2026, map listings count 33 gyms and studios in the Owosso area. 5 of them (15%) are chain locations. The listings count gyms, fitness studios, martial arts and dance studios. Official counts show 7 businesses with payroll classed as fitness centers and recreation instruction in 2023.
How much do households in the Owosso, MI area spend on memberships, classes and admissions?
About $21.2M a year, or $755 per household. That is 23% below the U.S. average (an index of 77, where 100 is the U.S. average). Spread across the 33 gyms and studios on map listings, it comes to $644K per location. It is estimated from the incomes of the 28,126 households in the Owosso area and national spending patterns by income.
How does the Owosso, MI area compare with the U.S. for gyms and studios?
The Owosso area has 11.7 gyms and studios per 10,000 households, 21% below the U.S. rate of 14.9. Spending per location is $644K, 3% below the U.S. figure of $662K. At the U.S. ratio of gyms and studios to household spending, the Owosso area would have about 32, against 33 on map listings. There is one business with payroll in the industry for every 4,018 households, against one for every 1,641 across the U.S.
How fast is the Owosso, MI area growing?
Population estimates put the Owosso area at 67,681 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 28,126 households. The median household income in the Owosso area is $67,404 a year, 17% below the U.S. median of $80,734.
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 Owosso area scores 56 for gyms and studios (upper middle), #198 of 535 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Owosso area. It maps the gyms and 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 gyms and studios · All 56 business types in the Owosso area
Screening a site or an acquisition in the Owosso 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 Owosso 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.