Fitness and classes · Small-town market · Missouri
Gyms in the Marshall, MO area
Competitor counts, household spending and official business counts for gyms in the Marshall, MO area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 44 out of 100: Lower middle
Ranked #319 of 506 scored small-town markets
#11 of 15 scored small-town markets based in Missouri
- Listings
- 5
- 3 chain locations (60%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $5.3M
- On memberships, classes and admissions · $661 a household
- Spending per listing
- $1.1M
- 18% below the U.S.
- Listings per 10k households
- 6.2
- 18% below the U.S.
- Population, 2025
- 23,265
- −0.3% since 2020
See the gyms around any address in the Marshall area
The site report maps the gyms 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 Marshall 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
Map listings as of September 2026 show 5 gyms in the Marshall area. Of those, 3 are chain locations, or 60%, against 28% across the U.S. That is 6.2 per 10,000 households, 18% below the U.S. rate of 7.6.
Households in the Marshall area spend about $5.3M a year on memberships, classes and admissions, or $661 per household, 33% below the U.S. average. Spread across 5 gyms, that is $1.1M per gym, 18% below the U.S. figure of $1.3M. That spending covers all memberships, classes and admissions, which gyms share with other businesses in the trade.
There is no official count of businesses with payroll classed as fitness and recreational sports centers in the Marshall area: counts under 3 aren’t published.
Population estimates show the Marshall area declined 0.3% from 2020 to 2025, against +3.1% for the U.S. The Groundwork market score for gyms in the Marshall area is 44 (lower middle), #319 of 506 scored small-town markets and #11 of 15 scored small-town markets based in Missouri.
How the Marshall area compares
The same measures for Missouri and the whole U.S. Spending per listing divides a year of household spending on all memberships, classes and admissions by the gyms 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 | Marshall area | Missouri | U.S. |
|---|---|---|---|
| Listings per 10k households | 6.2 | 7.0 | 7.6 |
| Spending per listing | $1.1M | $1.2M | $1.3M |
| Households per official establishment (all fitness and recreational sports centers) | n/a | 3,599 | 3,109 |
| Official establishment growth, 2019–2023 | n/a | +11.3% | +5.8% |
| Population growth, 2020–2025 | −0.3% | +1.9% | +3.1% |
| Spending per household on memberships, classes and admissions | $661 | $869 | $983 |
| Median household income | $57,931 | $70,702 | $80,734 |
| Groundwork market score | 44 | 50 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- n/aAll fitness and recreational sports centers
- Employees, 2023
- n/a
- Annual payroll, 2023
- n/a
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 53 chain locations
- Listings at the U.S. rate for this spending
- 4The 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 and recreational sports centers in the Marshall 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. These official figures cover all fitness and recreational sports centers, not only gyms.
Population and households in the Marshall area
- Population, 2025 estimate
- 23,265−0.3% since 2020
- Households
- 8,053
- Median age
- 36.4
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.9
- Land area
- 756 sq. mi.
- People per square mile
- 31
- Median household income
- $57,931+29.5% vs. 2015–2019, before inflation
- Average household income
- $76,384
- Median home value
- $150,500
- Jobs located here
- 9,081
- Daytime population
- 21,701Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Marshall 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 on map listings by name and distance.
Or open the report at the center of the Marshall area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardGyms across Missouri
Every Missouri market ranked →The highest-scoring small-town markets in Missouri for gyms, numbered among those based in Missouri, with the Marshall area marked.
Top small-town markets in Missouri
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Farmington, MO | 70 | 11 | 4.4 | $1.5M | +2.1% | #50 of 506 |
| 2Sikeston, MO | 66 | 10 | 5.0 | $1.4M | −0.3% | #78 of 506 |
| 3Hannibal, MO | 61 | 8 | 5.2 | $1.3M | +0.4% | #132 of 506 |
| 4Lebanon, MO | 61 | 7 | 4.8 | $1.3M | +2.5% | #134 of 506 |
| 5Sedalia, MO | 60 | 11 | 6.5 | $1M | +2.9% | #154 of 506 |
| 6Poplar Bluff, MO | 57 | 8 | 4.8 | $1.3M | −0.4% | #181 of 506 |
| 7Warrensburg, MO | 52 | 21 | 10.0 | $746K | +4.9% | #240 of 506 |
| 8Branson, MO | 51 | 18 | 7.9 | $881K | +1.7% | #247 of 506 |
| 9Moberly, MO | 46 | 5 | 5.4 | $1.2M | +0.2% | #293 of 506 |
| 10Kennett, MO | 44 | 5 | 4.4 | $1.3M | −4.8% | #316 of 506 |
| 11Marshall, MO | 44 | 5 | 6.2 | $1.1M | −0.3% | #319 of 506 |
Other business types in the Marshall 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
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many gyms are in the Marshall, MO area?
There are 5 gyms on map listings in the Marshall area as of September 2026. 3 of them (60%) are chain locations. The listings count gyms and fitness centers. No official count is published for fitness and recreational sports centers in the Marshall area: counts under 3 are left out.
How much do households in the Marshall, MO area spend on memberships, classes and admissions?
About $5.3M a year, or $661 per household. That is 33% below the U.S. average (an index of 67, where 100 is the U.S. average). Spread across the 5 gyms on map listings, it comes to $1.1M per gym. The spending figure covers all memberships, classes and admissions, not only gyms. It is estimated from the incomes of the 8,053 households in the Marshall area and national spending patterns by income.
How does the Marshall, MO area compare with the U.S. for gyms?
The Marshall area has 6.2 gyms per 10,000 households, 18% below the U.S. rate of 7.6. Spending per gym is $1.1M, 18% below the U.S. figure of $1.3M. At the national ratio of gyms to household spending, the Marshall area would have about 4, against 5 on map listings.
How fast is the Marshall, MO area growing?
Population estimates put the Marshall area at 23,265 people in 2025, down 0.3% since 2020, against +3.1% for the U.S. It has 8,053 households. The median household income in the Marshall area is $57,931 a year, 28% below the U.S. median of $80,734. That rose 29.5% 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 Marshall area scores 44 for gyms (lower middle), #319 of 506 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Marshall area. It maps the gyms 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 · All 56 business types in the Marshall area
Screening a site or an acquisition in the Marshall 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 Marshall 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.