Market rankings · Wisconsin
Gyms and studios in Wisconsin
Markets across Wisconsin ranked by the Groundwork market score for gyms and studios, with competitor counts and household spending for each.
- Listings
- 3,416
- 832 chain locations (24%)
- Official establishments
- 1,465
- +10.2% since 2019
- Household spending a year
- $2.3B
- On memberships, classes and admissions
- Listings per 10k households
- 13.8
- 7% below the U.S.
- Spending per listing
- $668K
- In line with the U.S.
- Rank among states
- #30 of 51
- Market score 46 · Lower middle
A site report maps the gyms and studios on map listings around any address in Wisconsin by name and distance, and the spending within reach.
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
Map listings as of September 2026 show 3,416 gyms and studios in Wisconsin. 832 of them (24%) are chain locations, against 20% across the U.S. That comes to 13.8 for every 10,000 households, 7% below the U.S. rate of 14.9.
At $921 per household (6% below the U.S. average), households in Wisconsin spend about $2.3B a year on memberships, classes and admissions. Spread across 3,416 gyms and studios, that is $668K per location, in line with the U.S. figure of $662K.
The official count of businesses with payroll classed as fitness centers and recreation instruction in Wisconsin was 1,465 in 2023, up 10.2% from 2019. That is one for every 1,692 households, against one for every 1,641 across the U.S. Across the U.S., the count rose 8.2% over the same years. Since fiscal 2022, 142 SBA-backed loans worth $67.2M have gone to businesses classed as fitness centers and recreation instruction in Wisconsin.
Among the 50 states and DC, Wisconsin ranks #30 for gyms and studios, with a Groundwork market score of 46 (lower middle). Of the 15 scored metro areas in or partly in Wisconsin, the Racine-Mount Pleasant metro area scores highest (69). Of the 14 scored small-town markets in or partly in Wisconsin, the Marinette area scores highest (71).
Every market in Wisconsin for gyms and studios
Download the ranking (CSV)Numbered by Groundwork market score among the markets based in Wisconsin, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.
Metro areas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Racine-Mount Pleasant, WI | 69 | 79 | 9.8 | $930K | +0.4% | #38 of 387 |
| 2Wausau, WI | 68 | 60 | 10.4 | $852K | +1.0% | #45 of 387 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 62 | 2,307 | 15.6 | $776K | +2.6% | #84 of 387 |
| 3Janesville-Beloit, WI | 61 | 84 | 12.5 | $671K | +1.7% | #92 of 387 |
| 4Kenosha, WI | 58 | 91 | 13.2 | $723K | −0.4% | #107 of 387 |
| 5Sheboygan, WI | 58 | 59 | 11.9 | $712K | 0.0% | #108 of 387 |
| 6Green Bay, WI | 58 | 176 | 12.9 | $706K | +2.5% | #111 of 387 |
| 7Oshkosh-Neenah, WI | 56 | 76 | 10.5 | $824K | +1.4% | #126 of 387 |
| 8Fond du Lac, WI | 54 | 59 | 13.6 | $617K | +0.5% | #148 of 387 |
| 9Appleton, WI | 52 | 146 | 14.6 | $675K | +2.7% | #163 of 387 |
| 10Madison, WI | 51 | 506 | 16.8 | $642K | +4.1% | #179 of 387 |
| 11Milwaukee-Waukesha, WI | 46 | 987 | 15.0 | $648K | 0.0% | #225 of 387 |
| 12Eau Claire, WI | 46 | 101 | 14.1 | $613K | +2.6% | #227 of 387 |
| Duluth, MN-WI | 46 | 170 | 14.1 | $595K | +0.2% | #230 of 387 |
| 13La Crosse-Onalaska, WI-MN | 35 | 114 | 15.8 | $550K | +0.4% | #321 of 387 |
Small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Marinette, WI-MI | 71 | 20 | 6.8 | $1M | +0.3% | #42 of 535 |
| 2Shawano, WI | 68 | 19 | 10.2 | $731K | +1.4% | #67 of 535 |
| 3Beaver Dam, WI | 63 | 40 | 11.1 | $739K | −0.3% | #119 of 535 |
| 4Manitowoc, WI | 61 | 38 | 10.8 | $722K | +0.4% | #135 of 535 |
| 5Wisconsin Rapids-Marshfield, WI | 54 | 32 | 9.9 | $773K | −0.2% | #219 of 535 |
| 6Watertown-Fort Atkinson, WI | 52 | 49 | 14.1 | $640K | +0.3% | #249 of 535 |
| 7Sparta, WI | 51 | 33 | 18.0 | $436K | +0.6% | #280 of 535 |
| 8Platteville, WI | 50 | 25 | 12.5 | $616K | +0.9% | #287 of 535 |
| 9Rice Lake, WI | 48 | 28 | 14.0 | $548K | −0.5% | #312 of 535 |
| 10Whitewater-Elkhorn, WI | 47 | 74 | 17.2 | $576K | +0.8% | #316 of 535 |
| 11Baraboo, WI | 44 | 47 | 16.8 | $524K | +1.3% | #351 of 535 |
| 12Menomonie, WI | 43 | 29 | 16.6 | $510K | +1.7% | #360 of 535 |
| 13Stevens Point-Plover, WI | 40 | 53 | 17.9 | $483K | +2.2% | #386 of 535 |
| Iron Mountain, MI-WI | 35 | 20 | 14.2 | $509K | +0.4% | #435 of 535 |
Counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Calumet County, WI | 84 | 17 | 8.0 | $1.3M | +2.9% | #32 of 2,088 |
| 2Oconto County, WI | 79 | 8 | 4.8 | $1.8M | +2.9% | #75 of 2,088 |
| 3Trempealeau County, WI | 76 | 7 | 5.6 | $1.5M | +1.1% | #118 of 2,088 |
| 4Iowa County, WI | 76 | 8 | 7.9 | $1.2M | +1.0% | #120 of 2,088 |
| 5Sawyer County, WI | 73 | 7 | 7.9 | $932K | +4.0% | #181 of 2,088 |
| 6Lafayette County, WI | 73 | 7 | 10.4 | $799K | +5.2% | #187 of 2,088 |
| 7Washington County, WI | 72 | 64 | 11.2 | $958K | +1.8% | #199 of 2,088 |
| 8Vernon County, WI | 72 | 11 | 8.9 | $918K | +2.4% | #201 of 2,088 |
| 9Polk County, WI | 72 | 23 | 11.8 | $739K | +1.7% | #214 of 2,088 |
| 10Clark County, WI | 71 | 8 | 6.2 | $1.3M | +1.2% | #217 of 2,088 |
| 11Waushara County, WI | 70 | 9 | 8.5 | $895K | +2.8% | #247 of 2,088 |
| 12Taylor County, WI | 68 | 6 | 7.5 | $1M | +0.9% | #298 of 2,088 |
| 13Marquette County, WI | 68 | 5 | 7.2 | $996K | +2.1% | #299 of 2,088 |
| 14Marinette County, WI | 68 | 16 | 8.4 | $841K | +1.6% | #314 of 2,088 |
| 15Burnett County, WI | 68 | 7 | 9.7 | $785K | +3.9% | #318 of 2,088 |
| 16Racine County, WI | 66 | 79 | 9.8 | $930K | +0.4% | #369 of 2,088 |
| 17Marathon County, WI | 65 | 60 | 10.4 | $852K | +1.0% | #408 of 2,088 |
| 18Columbia County, WI | 65 | 34 | 14.1 | $680K | −0.7% | #424 of 2,088 |
| 19Shawano County, WI | 63 | 18 | 10.4 | $716K | +1.7% | #498 of 2,088 |
| 20Kewaunee County, WI | 62 | 10 | 12.0 | $738K | +1.0% | #526 of 2,088 |
| 21Dodge County, WI | 61 | 40 | 11.1 | $739K | −0.3% | #561 of 2,088 |
| 22Waupaca County, WI | 61 | 25 | 11.1 | $726K | −0.6% | #563 of 2,088 |
| 23Green County, WI | 61 | 21 | 13.3 | $685K | +0.5% | #567 of 2,088 |
| 24Green Lake County, WI | 60 | 9 | 10.9 | $737K | +1.5% | #587 of 2,088 |
| 25Bayfield County, WI | 59 | 9 | 12.1 | $665K | +3.4% | #646 of 2,088 |
Show all 72 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 26Juneau County, WI | 58 | 9 | 8.2 | $870K | −0.5% | #665 of 2,088 |
| 27Manitowoc County, WI | 58 | 38 | 10.8 | $722K | +0.4% | #683 of 2,088 |
| 28Winnebago County, WI | 57 | 76 | 10.5 | $824K | +1.4% | #711 of 2,088 |
| 29Rock County, WI | 57 | 84 | 12.5 | $671K | +1.7% | #731 of 2,088 |
| 30Kenosha County, WI | 56 | 91 | 13.2 | $723K | −0.4% | #770 of 2,088 |
| 31Chippewa County, WI | 56 | 32 | 11.8 | $703K | +1.9% | #772 of 2,088 |
| 32Oneida County, WI | 56 | 22 | 12.6 | $642K | +0.7% | #781 of 2,088 |
| 33Sheboygan County, WI | 55 | 59 | 11.9 | $712K | 0.0% | #806 of 2,088 |
| 34Pierce County, WI | 53 | 27 | 17.0 | $605K | +3.1% | #914 of 2,088 |
| 35Vilas County, WI | 53 | 16 | 14.4 | $541K | +2.9% | #922 of 2,088 |
| 36Wood County, WI | 52 | 32 | 9.9 | $773K | −0.2% | #935 of 2,088 |
| 37Brown County, WI | 52 | 158 | 14.2 | $649K | +2.6% | #959 of 2,088 |
| 38St. Croix County, WI | 52 | 72 | 19.2 | $623K | +4.7% | #962 of 2,088 |
| 39Dane County, WI | 51 | 443 | 17.6 | $627K | +4.9% | #1,012 of 2,088 |
| 40Fond du Lac County, WI | 51 | 59 | 13.6 | $617K | +0.5% | #1,013 of 2,088 |
| 41Jefferson County, WI | 50 | 49 | 14.1 | $640K | +0.3% | #1,052 of 2,088 |
| 42Waukesha County, WI | 49 | 336 | 19.9 | $637K | +2.4% | #1,106 of 2,088 |
| 43Grant County, WI | 49 | 25 | 12.5 | $616K | +0.9% | #1,110 of 2,088 |
| 44Jackson County, WI | 48 | 9 | 10.9 | $689K | −0.5% | #1,150 of 2,088 |
| 45Washburn County, WI | 47 | 10 | 13.2 | $577K | +2.8% | #1,216 of 2,088 |
| 46Barron County, WI | 47 | 28 | 14.0 | $548K | −0.5% | #1,225 of 2,088 |
| 47Outagamie County, WI | 46 | 129 | 16.5 | $598K | +2.6% | #1,256 of 2,088 |
| 48Ozaukee County, WI | 46 | 80 | 20.9 | $591K | +3.0% | #1,257 of 2,088 |
| 49Monroe County, WI | 46 | 33 | 18.0 | $436K | +0.6% | #1,284 of 2,088 |
| 50Richland County, WI | 45 | 8 | 11.0 | $674K | −1.4% | #1,291 of 2,088 |
| 51Langlade County, WI | 45 | 9 | 10.1 | $667K | +0.4% | #1,293 of 2,088 |
| 52Lincoln County, WI | 45 | 16 | 12.5 | $625K | −0.1% | #1,298 of 2,088 |
| 53Eau Claire County, WI | 45 | 69 | 15.4 | $572K | +3.0% | #1,308 of 2,088 |
| 54Douglas County, WI | 44 | 25 | 13.0 | $635K | −0.8% | #1,339 of 2,088 |
| 55Walworth County, WI | 44 | 74 | 17.2 | $576K | +0.8% | #1,349 of 2,088 |
| 56Door County, WI | 44 | 25 | 16.7 | $541K | +1.6% | #1,355 of 2,088 |
| 57Milwaukee County, WI | 43 | 507 | 12.9 | $625K | −1.5% | #1,380 of 2,088 |
| 58Sauk County, WI | 42 | 47 | 16.8 | $524K | +1.3% | #1,437 of 2,088 |
| 59Dunn County, WI | 41 | 29 | 16.6 | $510K | +1.7% | #1,462 of 2,088 |
| 60Portage County, WI | 36 | 53 | 17.9 | $483K | +2.2% | #1,621 of 2,088 |
| 61La Crosse County, WI | 32 | 95 | 18.4 | $474K | +0.3% | #1,737 of 2,088 |
| 62Ashland County, WI | 30 | 10 | 14.6 | $476K | +1.1% | #1,786 of 2,088 |
| Adams County, WI | Not scored | 2 | 2.1 | $3.3M | +5.2% | |
| Crawford County, WI | Not scored | 3 | 4.5 | $1.6M | −1.1% | |
| Rusk County, WI | Not scored | 3 | 4.7 | $1.4M | −0.2% | |
| Price County, WI | Not scored | 4 | 6.1 | $1.1M | −0.3% | |
| Buffalo County, WI | Not scored | 2 | 3.5 | $2.2M | −0.1% | |
| Forest County, WI | Not scored | 5 | 12.5 | $563K | +4.4% | |
| Pepin County, WI | Not scored | 3 | 9.8 | $847K | +2.2% | |
| Iron County, WI | Not scored | 0 | 0.0 | n/a | −0.3% | |
| Florence County, WI | Not scored | 1 | 4.6 | $1.5M | +4.0% | |
| Menominee County, WI | Not scored | 1 | 7.1 | $996K | −1.4% |
Markets with fewer than 5 gyms and studios on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many gyms and studios are in Wisconsin?
There are 3,416 gyms and studios on map listings in Wisconsin as of September 2026. 832 of them (24%) are chain locations. The listings count gyms, fitness studios, martial arts and dance studios. Official counts show 1,465 businesses with payroll classed as fitness centers and recreation instruction in 2023, up 10.2% from 2019.
How much do households in Wisconsin spend on memberships, classes and admissions?
About $2.3B a year, or $921 per household. That is 6% below the U.S. average (an index of 94, where 100 is the U.S. average). Spread across the 3,416 gyms and studios on map listings, it comes to $668K per location. It is estimated from the incomes of the 2,479,480 households in Wisconsin and national spending patterns by income.
How does Wisconsin compare with the U.S. for gyms and studios?
Wisconsin has 13.8 gyms and studios per 10,000 households, 7% below the U.S. rate of 14.9. Spending per location is $668K, in line with the U.S. figure of $662K. At the national ratio of gyms and studios to household spending, Wisconsin would have about 3,448, against 3,416 on map listings. There is one business with payroll in the industry for every 1,692 households, against one for every 1,641 across the U.S. The official count rose 10.2% from 2019 to 2023, against +8.2% for the U.S.
Which market in Wisconsin has the highest market score for gyms and studios?
Among 15 scored metro areas in or partly in Wisconsin, the Racine-Mount Pleasant metro area scores highest, at 69 (upper middle). Among 14 scored small-town markets in or partly in Wisconsin, the Marinette area scores highest, at 71 (upper middle). Among 62 scored counties in Wisconsin, Calumet County scores highest, at 84 (high). Scores compare each market with others of its kind across the U.S.
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. Wisconsin scores 46 for gyms and studios (lower middle), #30 of the 50 states and DC.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Wisconsin. 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.
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Top markets for gyms and studios across the U.S. · All business types in Wisconsin
Related business types in Wisconsin
- Gyms1,836 listings
- Yoga, Pilates and fitness studios541 listings
- Martial arts and dance studios1,039 listings
Screening a site or an acquisition in Wisconsin?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
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.