Groundwork

Fitness and classes · Small-town market · Wisconsin

Gyms and studios in the Whitewater-Elkhorn, WI area

The gyms and studios in the Whitewater-Elkhorn, WI area, the household spending behind them and how the market ranks against other small-town markets.

Groundwork market score · out of 100

Score 47 out of 100: Lower middle

Ranked #316 of 535 scored small-town markets
#10 of 13 scored small-town markets based in Wisconsin

Listings
74
13 chain locations (18%)
Official establishments
26
−3.7% since 2019
Household spending a year
$42.6M
On memberships, classes and admissions · $989 a household
Spending per listing
$576K
13% below the U.S.
Listings per 10k households
17.2
15% above the U.S.
Population, 2025
106,127
+0.8% since 2020

See the gyms and studios around any address in the Whitewater-Elkhorn 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 Whitewater-Elkhorn area. Signed out, you see a blurred preview; on an account, each report is one action.

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Survey 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 74 gyms and studios in the Whitewater-Elkhorn area. Chain locations make up 18% of them, against 20% across the U.S. That is 17.2 per 10,000 households, 15% above the U.S. rate of 14.9.

Household spending on memberships, classes and admissions in the Whitewater-Elkhorn area comes to about $42.6M a year: $989 per household, in line with the U.S. average. That is about $576K of household spending for each location on map listings, 13% below the U.S. figure of $662K.

In 2023, official counts showed 26 businesses with payroll in the Whitewater-Elkhorn area classed as fitness centers and recreation instruction, down 3.7% from 2019. That is one for every 1,657 households, against one for every 1,641 across the U.S.

Population estimates show the Whitewater-Elkhorn area grew 0.8% from 2020 to 2025, slower than the U.S. (+3.1%). The Groundwork market score for gyms and studios in the Whitewater-Elkhorn area is 47 (lower middle), #316 of 535 scored small-town markets and #10 of 13 scored small-town markets based in Wisconsin.

How the Whitewater-Elkhorn 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.

Gyms, studios and classes in Whitewater-Elkhorn, WI area compared with Wisconsin and the U.S.
MeasureWhitewater-Elkhorn areaWisconsinU.S.
Listings per 10k households17.213.814.9
Spending per listing$576K$668K$662K
Households per official establishment1,6571,6921,641
Official establishment growth, 2019–2023−3.7%+10.2%+8.2%
Population growth, 2020–2025+0.8%+1.3%+3.1%
Spending per household on memberships, classes and admissions$989$921$983
Median household income$80,520$77,485$80,734
Groundwork market score4746

Official counts and lending

Businesses

Official establishments, 2019 to 2023
26−3.7% over the period
Employees, 2023
326
Annual payroll, 2023
$6.9M
One-person businesses, 2023
Not publishedNot published for this business type
Map listings, September 2026
7413 chain locations
Listings at the U.S. rate for this spending
64The 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn area

Population, 2025 estimate
106,127+0.8% since 2020
Households
43,087
Median age
42.4
Homes lived in by their owners
71%
Vehicles per household
2.0
Land area
555 sq. mi.
People per square mile
190
Median household income
$80,520+26.3% vs. 2015–2019, before inflation
Average household income
$109,464
Median home value
$302,700
Jobs located here
43,660
Daytime population
95,627Residents who don’t work, plus everyone whose job is here

Looking at a specific site in the Whitewater-Elkhorn 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.

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Gyms, 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 Whitewater-Elkhorn area marked.

Top small-town markets in Wisconsin

Small-town markets in Wisconsin ranked for gyms and studios by Groundwork market score
MarketScoreListingsPer 10k householdsSpending per listingPopulation growthU.S. rank
1Marinette, WI-MI71206.8$1M+0.3%#42 of 535
2Shawano, WI681910.2$731K+1.4%#67 of 535
3Beaver Dam, WI634011.1$739K−0.3%#119 of 535
4Manitowoc, WI613810.8$722K+0.4%#135 of 535
5Wisconsin Rapids-Marshfield, WI54329.9$773K−0.2%#219 of 535
6Watertown-Fort Atkinson, WI524914.1$640K+0.3%#249 of 535
7Sparta, WI513318.0$436K+0.6%#280 of 535
8Platteville, WI502512.5$616K+0.9%#287 of 535
9Rice Lake, WI482814.0$548K−0.5%#312 of 535
10Whitewater-Elkhorn, WI477417.2$576K+0.8%#316 of 535

Other business types in the Whitewater-Elkhorn area

Each with its Groundwork market score here, out of 100, where it has one.

Fitness and classes

Funeral services

Questions

How many gyms and studios are in the Whitewater-Elkhorn, WI area?

There are 74 gyms and studios on map listings in the Whitewater-Elkhorn area as of September 2026. 13 of them (18%) are chain locations. The listings count gyms, fitness studios, martial arts and dance studios. Official counts show 26 businesses with payroll classed as fitness centers and recreation instruction in 2023, down 3.7% from 2019.

How much do households in the Whitewater-Elkhorn, WI area spend on memberships, classes and admissions?

About $42.6M a year, or $989 per household. That is in line with the U.S. average (an index of 101, where 100 is the U.S. average). Spread across the 74 gyms and studios on map listings, it comes to $576K per location. It is estimated from the incomes of the 43,087 households in the Whitewater-Elkhorn area and national spending patterns by income.

How does the Whitewater-Elkhorn, WI area compare with the U.S. for gyms and studios?

The Whitewater-Elkhorn area has 17.2 gyms and studios per 10,000 households, 15% above the U.S. rate of 14.9. Spending per location is $576K, 13% below the U.S. figure of $662K. At the national ratio of gyms and studios to household spending, the Whitewater-Elkhorn area would have about 64, against 74 on map listings. There is one business with payroll in the industry for every 1,657 households, against one for every 1,641 across the U.S. The official count fell 3.7% from 2019 to 2023, against +8.2% for the U.S.

How fast is the Whitewater-Elkhorn, WI area growing?

Population estimates put the Whitewater-Elkhorn area at 106,127 people in 2025, up 0.8% since 2020, slower than the U.S. (+3.1%). It has 43,087 households. Median household income in the Whitewater-Elkhorn area is $80,520, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.3%, 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 Whitewater-Elkhorn area scores 47 for gyms and studios (lower middle), #316 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn area

Screening a site or an acquisition in the Whitewater-Elkhorn area?

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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.