Fitness and classes · County · Wisconsin
Gyms and studios in Dane County, WI
The gyms and studios in Dane County, WI, the household spending behind them and how the market ranks against other counties.
Groundwork market score · out of 100
Score 51 out of 100: Upper middle
Ranked #1,012 of 2,088 scored counties
#39 of 62 scored counties in Wisconsin
- Listings
- 443
- 120 chain locations (27%)
- Official establishments
- 281
- +17.6% since 2019
- Household spending a year
- $277.9M
- On memberships, classes and admissions · $1,105 a household
- Spending per listing
- $627K
- 5% below the U.S.
- Listings per 10k households
- 17.6
- 18% above the U.S.
- Population, 2025
- 590,375
- +4.9% since 2020
See the gyms and studios around any address in Dane 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 Dane 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 Dane County spend about $277.9M a year on memberships, classes and admissions, or $1,105 per household, 12% above the U.S. average. Spread across 443 gyms and studios, that is $627K per location, 5% below the U.S. figure of $662K.
There are 443 gyms and studios on map listings in Dane County as of September 2026. Of those, 120 are chain locations, or 27%, against 20% across the U.S. That is 17.6 per 10,000 households, 18% above the U.S. rate of 14.9.
Official counts show 281 businesses with payroll classed as fitness centers and recreation instruction in Dane County in 2023, up 17.6% from 2019. That is one for every 895 households, against one for every 1,641 across the U.S. Since fiscal 2022, 34 SBA-backed loans worth $21.5M have gone to businesses classed as fitness centers and recreation instruction in Dane County.
Between 2020 and 2025, the population of Dane County grew 4.9%, faster than the U.S. (+3.1%). The Groundwork market score for gyms and studios in Dane County is 51 (upper middle), #1,012 of 2,088 scored counties and #39 of 62 scored counties in Wisconsin.
How Dane County 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 | Dane County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 17.6 | 13.8 | 14.9 |
| Spending per listing | $627K | $668K | $662K |
| Households per official establishment | 895 | 1,692 | 1,641 |
| Official establishment growth, 2019–2023 | +17.6% | +10.2% | +8.2% |
| Population growth, 2020–2025 | +4.9% | +1.3% | +3.1% |
| Spending per household on memberships, classes and admissions | $1,105 | $921 | $983 |
| Median household income | $89,975 | $77,485 | $80,734 |
| Groundwork market score | 51 | 46 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 239 → 281+17.6% over the period
- Employees, 2023
- 3,556
- Annual payroll, 2023
- $60.7M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 443120 chain locations
- Listings at the U.S. rate for this spending
- 420The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 34
- Amount
- $21.5M
SBA-backed loans to businesses classed as fitness centers and recreation instruction in Dane 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 Dane County
- Population, 2025 estimate
- 590,375+4.9% since 2020
- Households
- 251,529
- Median age
- 38.0
- Homes lived in by their owners
- 57%
- Vehicles per household
- 1.7
- Land area
- 1,197 sq. mi.
- People per square mile
- 479
- Median household income
- $89,975+21.8% vs. 2015–2019, before inflation
- Average household income
- $119,712
- Median home value
- $394,800
- Jobs located here
- 369,475
- Daytime population
- 644,560Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Dane 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 Dane 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 Wisconsin
Every Wisconsin market ranked →The highest-scoring counties in Wisconsin for gyms and studios, numbered among those based in Wisconsin, with Dane County marked.
Top counties in Wisconsin
| 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 |
| 39Dane County, WI | 51 | 443 | 17.6 | $627K | +4.9% | #1,012 of 2,088 |
Other business types in Dane 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 classes51
- Gyms56
- Yoga, Pilates and fitness studios49
- 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 Dane County, WI?
As of September 2026, map listings count 443 gyms and studios in Dane County. 120 of them (27%) are chain locations. The listings count gyms, fitness studios, martial arts and dance studios. Official counts show 281 businesses with payroll classed as fitness centers and recreation instruction in 2023, up 17.6% from 2019.
How much do households in Dane County, WI spend on memberships, classes and admissions?
About $277.9M a year, or $1,105 per household. That is 12% above the U.S. average (an index of 112, where 100 is the U.S. average). Spread across the 443 gyms and studios on map listings, it comes to $627K per location. It is estimated from the incomes of the 251,529 households in Dane County and national spending patterns by income.
How does Dane County, WI compare with the U.S. for gyms and studios?
Dane County has 17.6 gyms and studios per 10,000 households, 18% above the U.S. rate of 14.9. Spending per location is $627K, 5% below the U.S. figure of $662K. At the U.S. ratio of gyms and studios to household spending, Dane County would have about 420, against 443 on map listings. There is one business with payroll in the industry for every 895 households, against one for every 1,641 across the U.S. The official count rose 17.6% from 2019 to 2023, against +8.2% for the U.S.
How fast is Dane County, WI growing?
Population estimates put Dane County at 590,375 people in 2025, up 4.9% since 2020, faster than the U.S. (+3.1%). It has 251,529 households. The median household income in Dane County is $89,975 a year, 11% above the U.S. median of $80,734. That rose 21.8% 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. Dane County scores 51 for gyms and studios (upper middle), #1,012 of 2,088 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Dane 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 Dane County
Screening a site or an acquisition in Dane 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 Dane 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.