Fitness and classes · Small-town market · Wisconsin
Gyms and studios in the Baraboo, WI area
The gyms and studios in the Baraboo, WI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 44 out of 100: Lower middle
Ranked #351 of 535 scored small-town markets
#11 of 13 scored small-town markets based in Wisconsin
- Listings
- 47
- 12 chain locations (26%)
- Official establishments
- 14
- Businesses with payroll, 2023
- Household spending a year
- $24.6M
- On memberships, classes and admissions · $880 a household
- Spending per listing
- $524K
- 21% below the U.S.
- Listings per 10k households
- 16.8
- 13% above the U.S.
- Population, 2025
- 66,652
- +1.3% since 2020
See the gyms and studios around any address in the Baraboo 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 Baraboo 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
As of September 2026, map listings count 47 gyms and studios in the Baraboo area. Chain locations make up 26% of them, against 20% across the U.S. That is 16.8 per 10,000 households, 13% above the U.S. rate of 14.9.
At $880 per household (11% below the U.S. average), households in the Baraboo area spend about $24.6M a year on memberships, classes and admissions. That works out to $524K per location, 21% below the U.S. figure of $662K.
In 2023, official counts showed 14 businesses with payroll in the Baraboo area classed as fitness centers and recreation instruction. That is one for every 1,999 households, against one for every 1,641 across the U.S.
Population estimates put the population change in the Baraboo area from 2020 to 2025 at +1.3%, slower than the U.S. (+3.1%). The Groundwork market score for gyms and studios in the Baraboo area is 44 (lower middle), #351 of 535 scored small-town markets and #11 of 13 scored small-town markets based in Wisconsin.
How the Baraboo 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 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 | Baraboo area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 16.8 | 13.8 | 14.9 |
| Spending per listing | $524K | $668K | $662K |
| Households per official establishment | 1,999 | 1,692 | 1,641 |
| Official establishment growth, 2019–2023 | n/a | +10.2% | +8.2% |
| Population growth, 2020–2025 | +1.3% | +1.3% | +3.1% |
| Spending per household on memberships, classes and admissions | $880 | $921 | $983 |
| Median household income | $79,541 | $77,485 | $80,734 |
| Groundwork market score | 44 | 46 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 14
- Employees, 2023
- 55
- Annual payroll, 2023
- $1.2M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 4712 chain locations
- Listings at the U.S. rate for this spending
- 37The 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 Baraboo 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 Baraboo area
- Population, 2025 estimate
- 66,652+1.3% since 2020
- Households
- 27,987
- Median age
- 42.3
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.0
- Land area
- 832 sq. mi.
- People per square mile
- 79
- Median household income
- $79,541+32.7% vs. 2015–2019, before inflation
- Average household income
- $98,005
- Median home value
- $258,600
- Jobs located here
- 36,015
- Daytime population
- 65,185Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Baraboo 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 Baraboo 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 Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for gyms and studios, numbered among those based in Wisconsin, with the Baraboo area marked.
Top small-town markets in Wisconsin
| 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 |
Other business types in the Baraboo 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 classes44
- Gyms50
- Yoga, Pilates and fitness studios66
- Martial arts and dance studios51
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many gyms and studios are in the Baraboo, WI area?
The Baraboo area has 47 gyms and studios on map listings as of September 2026. 12 of them (26%) are chain locations. The listings count gyms, fitness studios, martial arts and dance studios. Official counts show 14 businesses with payroll classed as fitness centers and recreation instruction in 2023.
How much do households in the Baraboo, WI area spend on memberships, classes and admissions?
About $24.6M a year, or $880 per household. That is 11% below the U.S. average (an index of 89, where 100 is the U.S. average). Spread across the 47 gyms and studios on map listings, it comes to $524K per location. It is estimated from the incomes of the 27,987 households in the Baraboo area and national spending patterns by income.
How does the Baraboo, WI area compare with the U.S. for gyms and studios?
The Baraboo area has 16.8 gyms and studios per 10,000 households, 13% above the U.S. rate of 14.9. Spending per location is $524K, 21% below the U.S. figure of $662K. At the national ratio of gyms and studios to household spending, the Baraboo area would have about 37, against 47 on map listings. There is one business with payroll in the industry for every 1,999 households, against one for every 1,641 across the U.S.
How fast is the Baraboo, WI area growing?
Population estimates put the Baraboo area at 66,652 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 27,987 households. Median household income in the Baraboo area is $79,541, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 32.7%, 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 Baraboo area scores 44 for gyms and studios (lower middle), #351 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 Baraboo 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 Baraboo area
Screening a site or an acquisition in the Baraboo 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 Baraboo 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.