Fitness and classes · Metro area · Virginia
Gyms and studios in the Harrisonburg, VA metro area
The gyms and studios in the Harrisonburg, VA 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 #234 of 387 scored metro areas
#4 of 9 scored metro areas based in Virginia
- Listings
- 63
- 15 chain locations (24%)
- Official establishments
- 23
- +15.0% since 2019
- Household spending a year
- $35.6M
- On memberships, classes and admissions · $710 a household
- Spending per listing
- $564K
- 15% below the U.S.
- Listings per 10k households
- 12.6
- 15% below the U.S.
- Population, 2025
- 140,155
- +3.5% since 2020
See the gyms and studios around any address in the Harrisonburg metro 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 Harrisonburg 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
Households in the Harrisonburg metro area spend about $35.6M a year on memberships, classes and admissions, or $710 per household, 28% below the U.S. average. That works out to $564K per location, 15% below the U.S. figure of $662K.
There are 63 gyms and studios on map listings in the Harrisonburg metro area as of September 2026. Of those, 15 are chain locations, or 24%, against 20% across the U.S. That is 12.6 per 10,000 households, 15% below the U.S. rate of 14.9.
In 2023, official counts showed 23 businesses with payroll in the Harrisonburg metro area classed as fitness centers and recreation instruction, up 15.0% from 2019. That is one for every 2,176 households, against one for every 1,641 across the U.S. Since fiscal 2022, 1 SBA-backed loan worth $50K has gone to businesses classed as fitness centers and recreation instruction in the Harrisonburg metro area.
Between 2020 and 2025, the population of the Harrisonburg metro area grew 3.5%, in step with the U.S. (+3.1%). The Harrisonburg metro area scores 46 (lower middle) on the Groundwork market score for gyms and studios, ranking #234 of 387 scored metro areas and #4 of 9 scored metro areas based in Virginia.
How the Harrisonburg metro area compares
The same measures for Virginia 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 | Harrisonburg metro area | Virginia | U.S. |
|---|---|---|---|
| Listings per 10k households | 12.6 | 14.2 | 14.9 |
| Spending per listing | $564K | $674K | $662K |
| Households per official establishment | 2,176 | 1,478 | 1,641 |
| Official establishment growth, 2019–2023 | +15.0% | +6.7% | +8.2% |
| Population growth, 2020–2025 | +3.5% | +2.8% | +3.1% |
| Spending per household on memberships, classes and admissions | $710 | $960 | $983 |
| Median household income | $75,065 | $93,170 | $80,734 |
| Groundwork market score | 46 | 50 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 23+15.0% over the period
- Employees, 2023
- 226
- Annual payroll, 2023
- $4M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 6315 chain locations
- Listings at the U.S. rate for this spending
- 54The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $50K
SBA-backed loans to businesses classed as fitness centers and recreation instruction in the Harrisonburg 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.
Population and households in the Harrisonburg metro area
- Population, 2025 estimate
- 140,155+3.5% since 2020
- Households
- 50,046
- Median age
- 37.3
- Homes lived in by their owners
- 63%
- Vehicles per household
- 2.2
- Land area
- 867 sq. mi.
- People per square mile
- 158
- Median household income
- $75,065+32.9% vs. 2015–2019, before inflation
- Average household income
- $97,373
- Median home value
- $309,300
- Jobs located here
- 66,301
- Daytime population
- 138,028Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Harrisonburg 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 gyms and studios on map listings by name and distance.
Or open the report at the center of the Harrisonburg metro 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 Virginia
Every Virginia market ranked →The highest-scoring metro areas in Virginia for gyms and studios, numbered among those based in Virginia (a market based in another state is listed without a number), with the Harrisonburg metro area marked.
Top metro areas in Virginia
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Washington-Arlington-Alexandria, DC-VA-MD-WV | 63 | 3,733 | 15.7 | $796K | +3.3% | #76 of 387 |
| 1Staunton-Stuarts Draft, VA | 55 | 44 | 8.4 | $784K | +3.2% | #131 of 387 |
| 2Richmond, VA | 55 | 697 | 13.1 | $669K | +5.5% | #134 of 387 |
| 3Winchester, VA-WV | 53 | 78 | 14.0 | $588K | +6.5% | #156 of 387 |
| 4Harrisonburg, VA | 46 | 63 | 12.6 | $564K | +3.5% | #234 of 387 |
| Kingsport-Bristol, TN-VA | 45 | 134 | 10.2 | $568K | +2.3% | #248 of 387 |
| 5Virginia Beach-Chesapeake-Norfolk, VA-NC | 40 | 975 | 13.8 | $587K | +0.9% | #286 of 387 |
| 6Lynchburg, VA | 38 | 120 | 11.6 | $558K | +2.9% | #300 of 387 |
| 7Charlottesville, VA | 38 | 156 | 17.2 | $550K | +3.1% | #301 of 387 |
| 8Blacksburg-Christiansburg-Radford, VA | 32 | 91 | 12.9 | $529K | −0.1% | #345 of 387 |
Other business types in the Harrisonburg 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
- Gyms48
- Yoga, Pilates and fitness studios44
- Martial arts and dance studios44
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many gyms and studios are in the Harrisonburg, VA metro area?
As of September 2026, map listings count 63 gyms and studios in the Harrisonburg metro area. 15 of them (24%) are chain locations. The listings count gyms, fitness studios, martial arts and dance studios. Official counts show 23 businesses with payroll classed as fitness centers and recreation instruction in 2023, up 15.0% from 2019.
How much do households in the Harrisonburg, VA metro area spend on memberships, classes and admissions?
About $35.6M a year, or $710 per household. That is 28% below the U.S. average (an index of 72, where 100 is the U.S. average). Spread across the 63 gyms and studios on map listings, it comes to $564K per location. It is estimated from the incomes of the 50,046 households in the Harrisonburg metro area and national spending patterns by income.
How does the Harrisonburg, VA metro area compare with the U.S. for gyms and studios?
The Harrisonburg metro area has 12.6 gyms and studios per 10,000 households, 15% below the U.S. rate of 14.9. Spending per location is $564K, 15% below the U.S. figure of $662K. At the U.S. ratio of gyms and studios to household spending, the Harrisonburg metro area would have about 54, against 63 on map listings. There is one business with payroll in the industry for every 2,176 households, against one for every 1,641 across the U.S. The official count rose 15.0% from 2019 to 2023, against +8.2% for the U.S.
How fast is the Harrisonburg, VA metro area growing?
Population estimates put the Harrisonburg metro area at 140,155 people in 2025, up 3.5% since 2020, in step with the U.S. (+3.1%). It has 50,046 households. The median household income in the Harrisonburg metro area is $75,065 a year, 7% below the U.S. median of $80,734. That rose 32.9% 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. The Harrisonburg metro area scores 46 for gyms and studios (lower middle), #234 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Harrisonburg metro 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 Harrisonburg metro area
Screening a site or an acquisition in the Harrisonburg 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 Harrisonburg 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.