Fitness and classes · County · Wisconsin
Gyms and studios in Iowa County, WI
How Iowa County, WI compares with other counties and the U.S. for gyms and studios: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 76 out of 100: High
Ranked #120 of 2,088 scored counties
#4 of 62 scored counties in Wisconsin
- Listings
- 8
- 2 chain locations (25%)
- Official establishments
- 3
- Businesses with payroll, 2023
- Household spending a year
- $9.5M
- On memberships, classes and admissions · $941 a household
- Spending per listing
- $1.2M
- 80% above the U.S.
- Listings per 10k households
- 7.9
- 47% below the U.S.
- Population, 2025
- 23,951
- +1.0% since 2020
See the gyms and studios around any address in Iowa 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 Iowa 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
Iowa County scores 76 (high) on the Groundwork market score for gyms and studios, ranking #120 of 2,088 scored counties and #4 of 62 scored counties in Wisconsin. That puts it in the top 10% of counties for gyms and studios.
Household spending on memberships, classes and admissions in Iowa County comes to about $9.5M a year: $941 per household, 4% below the U.S. average. Spread across 8 gyms and studios, that is $1.2M per location, 80% above the U.S. figure of $662K.
Iowa County has 8 gyms and studios on map listings as of September 2026. Chain locations make up 25% of them, against 20% across the U.S. That is 7.9 per 10,000 households, 47% below the U.S. rate of 14.9.
Official counts show 3 businesses with payroll classed as fitness centers and recreation instruction in Iowa County in 2023. That is one for every 3,373 households, against one for every 1,641 across the U.S. Population estimates put the population change in Iowa County from 2020 to 2025 at +1.0%, slower than the U.S. (+3.1%).
How Iowa 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 | Iowa County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 7.9 | 13.8 | 14.9 |
| Spending per listing | $1.2M | $668K | $662K |
| Households per official establishment | 3,373 | 1,692 | 1,641 |
| Official establishment growth, 2019–2023 | n/a | +10.2% | +8.2% |
| Population growth, 2020–2025 | +1.0% | +1.3% | +3.1% |
| Spending per household on memberships, classes and admissions | $941 | $921 | $983 |
| Median household income | $82,182 | $77,485 | $80,734 |
| Groundwork market score | 76 | 46 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 3
- Employees, 2023
- 11
- Annual payroll, 2023
- $174K
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 82 chain locations
- Listings at the U.S. rate for this spending
- 14The 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 Iowa 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 Iowa County
- Population, 2025 estimate
- 23,951+1.0% since 2020
- Households
- 10,118
- Median age
- 44.3
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 763 sq. mi.
- People per square mile
- 31
- Median household income
- $82,182+28.2% vs. 2015–2019, before inflation
- Average household income
- $100,813
- Median home value
- $265,000
- Jobs located here
- 10,800
- Daytime population
- 21,726Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Iowa 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 Iowa 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 Iowa 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 |
Other business types in Iowa 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 classes76
- Gyms
- Yoga, Pilates and fitness studios
- Martial arts and dance studios
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many gyms and studios are in Iowa County, WI?
Map listings as of September 2026 show 8 gyms and studios in Iowa County. 2 of them (25%) are chain locations. The listings count gyms, fitness studios, martial arts and dance studios. Official counts show 3 businesses with payroll classed as fitness centers and recreation instruction in 2023.
How much do households in Iowa County, WI spend on memberships, classes and admissions?
About $9.5M a year, or $941 per household. That is 4% below the U.S. average (an index of 96, where 100 is the U.S. average). Spread across the 8 gyms and studios on map listings, it comes to $1.2M per location. It is estimated from the incomes of the 10,118 households in Iowa County and national spending patterns by income.
How does Iowa County, WI compare with the U.S. for gyms and studios?
Iowa County has 7.9 gyms and studios per 10,000 households, 47% below the U.S. rate of 14.9. Spending per location is $1.2M, 80% above the U.S. figure of $662K. At the U.S. ratio of gyms and studios to household spending, Iowa County would have about 14, against 8 on map listings. There is one business with payroll in the industry for every 3,373 households, against one for every 1,641 across the U.S.
How fast is Iowa County, WI growing?
Population estimates put Iowa County at 23,951 people in 2025, up 1.0% since 2020, slower than the U.S. (+3.1%). It has 10,118 households. The median household income in Iowa County is $82,182 a year, 2% above the U.S. median of $80,734. That rose 28.2% 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. Iowa County scores 76 for gyms and studios (high), #120 of 2,088 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Iowa 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 Iowa County
Screening a site or an acquisition in Iowa 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 Iowa 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.