Fitness and classes · Small-town market · Wisconsin
Gyms and studios in the Manitowoc, WI area
The gyms and studios in the Manitowoc, WI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 61 out of 100: Upper middle
Ranked #135 of 535 scored small-town markets
#4 of 13 scored small-town markets based in Wisconsin
- Listings
- 38
- 5 chain locations (13%)
- Official establishments
- 11
- Businesses with payroll, 2023
- Household spending a year
- $27.4M
- On memberships, classes and admissions · $779 a household
- Spending per listing
- $722K
- 9% above the U.S.
- Listings per 10k households
- 10.8
- 28% below the U.S.
- Population, 2025
- 81,710
- +0.4% since 2020
See the gyms and studios around any address in the Manitowoc 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 Manitowoc 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
At $779 per household (21% below the U.S. average), households in the Manitowoc area spend about $27.4M a year on memberships, classes and admissions. That is about $722K of household spending for each location on map listings, 9% above the U.S. figure of $662K.
The Manitowoc area has 38 gyms and studios on map listings as of September 2026. Of those, 5 are chain locations, or 13%, against 20% across the U.S. That is 10.8 per 10,000 households, 28% below the U.S. rate of 14.9.
Official counts show 11 businesses with payroll classed as fitness centers and recreation instruction in the Manitowoc area in 2023. That is one for every 3,199 households, against one for every 1,641 across the U.S. Since fiscal 2022, 3 SBA-backed loans worth $191K have gone to businesses classed as fitness centers and recreation instruction in the Manitowoc area.
Between 2020 and 2025, the population of the Manitowoc area grew 0.4%, slower than the U.S. (+3.1%). For gyms and studios, the Manitowoc area has a Groundwork market score of 61 (upper middle): #135 of 535 scored small-town markets and #4 of 13 scored small-town markets based in Wisconsin.
How the Manitowoc 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 | Manitowoc area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 10.8 | 13.8 | 14.9 |
| Spending per listing | $722K | $668K | $662K |
| Households per official establishment | 3,199 | 1,692 | 1,641 |
| Official establishment growth, 2019–2023 | n/a | +10.2% | +8.2% |
| Population growth, 2020–2025 | +0.4% | +1.3% | +3.1% |
| Spending per household on memberships, classes and admissions | $779 | $921 | $983 |
| Median household income | $69,148 | $77,485 | $80,734 |
| Groundwork market score | 61 | 46 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 11
- Employees, 2023
- 230
- Annual payroll, 2023
- $2.7M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 385 chain locations
- Listings at the U.S. rate for this spending
- 41The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 3
- Amount
- $191K
SBA-backed loans to businesses classed as fitness centers and recreation instruction in the Manitowoc 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 Manitowoc area
- Population, 2025 estimate
- 81,710+0.4% since 2020
- Households
- 35,188
- Median age
- 45.5
- Homes lived in by their owners
- 77%
- Vehicles per household
- 1.9
- Land area
- 589 sq. mi.
- People per square mile
- 138
- Median household income
- $69,148+22.1% vs. 2015–2019, before inflation
- Average household income
- $87,528
- Median home value
- $186,900
- Jobs located here
- 33,176
- Daytime population
- 74,436Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Manitowoc 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 Manitowoc 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 Manitowoc 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 |
Other business types in the Manitowoc 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 classes61
- Gyms74
- Yoga, Pilates and fitness studios66
- Martial arts and dance studios63
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many gyms and studios are in the Manitowoc, WI area?
Map listings as of September 2026 show 38 gyms and studios in the Manitowoc area. 5 of them (13%) are chain locations. The listings count gyms, fitness studios, martial arts and dance studios. Official counts show 11 businesses with payroll classed as fitness centers and recreation instruction in 2023.
How much do households in the Manitowoc, WI area spend on memberships, classes and admissions?
About $27.4M a year, or $779 per household. That is 21% below the U.S. average (an index of 79, where 100 is the U.S. average). Spread across the 38 gyms and studios on map listings, it comes to $722K per location. It is estimated from the incomes of the 35,188 households in the Manitowoc area and national spending patterns by income.
How does the Manitowoc, WI area compare with the U.S. for gyms and studios?
The Manitowoc area has 10.8 gyms and studios per 10,000 households, 28% below the U.S. rate of 14.9. Spending per location is $722K, 9% above the U.S. figure of $662K. At the U.S. ratio of gyms and studios to household spending, the Manitowoc area would have about 41, against 38 on map listings. There is one business with payroll in the industry for every 3,199 households, against one for every 1,641 across the U.S.
How fast is the Manitowoc, WI area growing?
Population estimates put the Manitowoc area at 81,710 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 35,188 households. The median household income in the Manitowoc area is $69,148 a year, 14% below the U.S. median of $80,734. That rose 22.1% 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. 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 Manitowoc area scores 61 for gyms and studios (upper middle), #135 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 Manitowoc 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 Manitowoc area
Screening a site or an acquisition in the Manitowoc 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 Manitowoc 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.