Fitness and classes · County · Missouri
Gyms and studios in Cole County, MO
Competitor counts, household spending and official business counts for gyms and studios in Cole County, MO, set against other counties and the U.S.
Groundwork market score · out of 100
Score 52 out of 100: Upper middle
Ranked #946 of 2,088 scored counties
#33 of 62 scored counties in Missouri
- Listings
- 39
- 6 chain locations (15%)
- Official establishments
- 21
- 0.0% since 2019
- Household spending a year
- $27.5M
- On memberships, classes and admissions · $886 a household
- Spending per listing
- $706K
- 7% above the U.S.
- Listings per 10k households
- 12.5
- 16% below the U.S.
- Population, 2025
- 77,908
- +1.7% since 2020
See the gyms and studios around any address in Cole County
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 Cole County. 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 Cole County spend about $27.5M a year on memberships, classes and admissions, or $886 per household, 10% below the U.S. average. That is about $706K of household spending for each location on map listings, 7% above the U.S. figure of $662K.
Cole County has 39 gyms and studios on map listings as of September 2026. 6 of them (15%) are chain locations, against 20% across the U.S. Per 10,000 households, that is 12.5, 16% below the U.S. rate of 14.9.
In 2023, official counts showed 21 businesses with payroll in Cole County classed as fitness centers and recreation instruction, unchanged from 2019. That is one for every 1,480 households, against one for every 1,641 across the U.S. Since fiscal 2022, 1 SBA-backed loan worth $130K has gone to businesses classed as fitness centers and recreation instruction in Cole County.
Between 2020 and 2025, the population of Cole County grew 1.7%, slower than the U.S. (+3.1%). Cole County scores 52 (upper middle) on the Groundwork market score for gyms and studios, ranking #946 of 2,088 scored counties and #33 of 62 scored counties in Missouri.
How Cole County compares
The same measures for Missouri 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 | Cole County | Missouri | U.S. |
|---|---|---|---|
| Listings per 10k households | 12.5 | 12.7 | 14.9 |
| Spending per listing | $706K | $685K | $662K |
| Households per official establishment | 1,480 | 2,023 | 1,641 |
| Official establishment growth, 2019–2023 | 0.0% | +11.3% | +8.2% |
| Population growth, 2020–2025 | +1.7% | +1.9% | +3.1% |
| Spending per household on memberships, classes and admissions | $886 | $869 | $983 |
| Median household income | $74,876 | $70,702 | $80,734 |
| Groundwork market score | 52 | 55 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 21 → 210.0% over the period
- Employees, 2023
- 307
- Annual payroll, 2023
- $5.9M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 396 chain locations
- Listings at the U.S. rate for this spending
- 42The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $130K
SBA-backed loans to businesses classed as fitness centers and recreation instruction in Cole County, 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 Cole County
- Population, 2025 estimate
- 77,908+1.7% since 2020
- Households
- 31,086
- Median age
- 40.1
- Homes lived in by their owners
- 68%
- Vehicles per household
- 1.9
- Land area
- 392 sq. mi.
- People per square mile
- 197
- Median household income
- $74,876+24.7% vs. 2015–2019, before inflation
- Average household income
- $95,025
- Median home value
- $229,600
- Jobs located here
- 56,757
- Daytime population
- 96,838Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Cole County?
These figures cover the whole county. 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 Cole County. 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 Missouri
Every Missouri market ranked →The highest-scoring counties in Missouri for gyms and studios, numbered among those based in Missouri, with Cole County marked.
Top counties in Missouri
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Lincoln County, MO | 93 | 16 | 7.0 | $1.3M | +11.4% | #5 of 2,088 |
| 2Warren County, MO | 90 | 10 | 7.2 | $1.3M | +9.2% | #12 of 2,088 |
| 3Callaway County, MO | 80 | 8 | 4.9 | $1.7M | +3.2% | #63 of 2,088 |
| 4Cass County, MO | 77 | 51 | 11.8 | $843K | +7.1% | #115 of 2,088 |
| 5Morgan County, MO | 76 | 6 | 6.9 | $1M | +6.8% | #125 of 2,088 |
| 6Stone County, MO | 74 | 10 | 7.4 | $996K | +4.1% | #157 of 2,088 |
| 7Ray County, MO | 73 | 6 | 6.6 | $1.2M | +1.1% | #170 of 2,088 |
| 8Clinton County, MO | 73 | 7 | 8.4 | $965K | +2.1% | #179 of 2,088 |
| 9Jefferson County, MO | 73 | 99 | 11.2 | $819K | +2.7% | #186 of 2,088 |
| 10Lawrence County, MO | 72 | 10 | 6.8 | $1M | +3.7% | #197 of 2,088 |
| 33Cole County, MO | 52 | 39 | 12.5 | $706K | +1.7% | #946 of 2,088 |
Other business types in Cole County
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
- Gyms59
- Yoga, Pilates and fitness studios
- Martial arts and dance studios40
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many gyms and studios are in Cole County, MO?
Map listings as of September 2026 show 39 gyms and studios in Cole County. 6 of them (15%) are chain locations. The listings count gyms, fitness studios, martial arts and dance studios. Official counts show 21 businesses with payroll classed as fitness centers and recreation instruction in 2023, unchanged from 2019.
How much do households in Cole County, MO spend on memberships, classes and admissions?
About $27.5M a year, or $886 per household. That is 10% below the U.S. average (an index of 90, where 100 is the U.S. average). Spread across the 39 gyms and studios on map listings, it comes to $706K per location. It is estimated from the incomes of the 31,086 households in Cole County and national spending patterns by income.
How does Cole County, MO compare with the U.S. for gyms and studios?
Cole County has 12.5 gyms and studios per 10,000 households, 16% below the U.S. rate of 14.9. Spending per location is $706K, 7% above the U.S. figure of $662K. At the U.S. ratio of gyms and studios to household spending, Cole County would have about 42, against 39 on map listings. There is one business with payroll in the industry for every 1,480 households, against one for every 1,641 across the U.S. The official count held level from 2019 to 2023, against +8.2% for the U.S.
How fast is Cole County, MO growing?
Population estimates put Cole County at 77,908 people in 2025, up 1.7% since 2020, slower than the U.S. (+3.1%). It has 31,086 households. The median household income in Cole County is $74,876 a year, 7% below the U.S. median of $80,734. That rose 24.7% 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. 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. Cole County scores 52 for gyms and studios (upper middle), #946 of 2,088 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Cole County. 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 Cole County
Screening a site or an acquisition in Cole County?
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 Cole County. 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.