Fitness and classes · Small-town market · Missouri
Gyms in the Rolla, MO area
How the Rolla, MO area compares with other small-town markets and the U.S. for gyms: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 40 out of 100: Lower middle
Ranked #356 of 506 scored small-town markets
#12 of 15 scored small-town markets based in Missouri
- Listings
- 13
- 5 chain locations (38%)
- Official establishments
- 6
- All fitness and recreational sports centers
- Household spending a year
- $12.2M
- On memberships, classes and admissions · $704 a household
- Spending per listing
- $938K
- 28% below the U.S.
- Listings per 10k households
- 7.5
- In line with the U.S.
- Population, 2025
- 45,247
- +1.6% since 2020
See the gyms around any address in the Rolla 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 Rolla 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 13 gyms in the Rolla area. Chain locations make up 38% of them, against 28% across the U.S. Per 10,000 households, that is 7.5, in line with the U.S. rate of 7.6.
At $704 per household (28% below the U.S. average), households in the Rolla area spend about $12.2M a year on memberships, classes and admissions. Spread across 13 gyms, that is $938K per gym, 28% 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.
Official counts show 6 businesses with payroll classed as fitness and recreational sports centers in the Rolla area in 2023. That is one for every 2,888 households, against one for every 3,109 across the U.S. The official count takes in all fitness and recreational sports centers, not only gyms: yoga, Pilates and fitness studios are counted too. Since fiscal 2022, 1 SBA-backed loan worth $423K has gone to businesses classed as fitness and recreational sports centers in the Rolla area.
Population estimates put the population change in the Rolla area from 2020 to 2025 at +1.6%, slower than the U.S. (+3.1%). For gyms, the Rolla area has a Groundwork market score of 40 (lower middle): #356 of 506 scored small-town markets and #12 of 15 scored small-town markets based in Missouri.
How the Rolla 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 | Rolla area | Missouri | U.S. |
|---|---|---|---|
| Listings per 10k households | 7.5 | 7.0 | 7.6 |
| Spending per listing | $938K | $1.2M | $1.3M |
| Households per official establishment (all fitness and recreational sports centers) | 2,888 | 3,599 | 3,109 |
| Official establishment growth, 2019–2023 | n/a | +11.3% | +5.8% |
| Population growth, 2020–2025 | +1.6% | +1.9% | +3.1% |
| Spending per household on memberships, classes and admissions | $704 | $869 | $983 |
| Median household income | $58,396 | $70,702 | $80,734 |
| Groundwork market score | 40 | 50 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 6All fitness and recreational sports centers
- Employees, 2023
- 77
- Annual payroll, 2023
- $1.2M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 135 chain locations
- Listings at the U.S. rate for this spending
- 9The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $423K
SBA-backed loans to businesses classed as fitness and recreational sports centers in the Rolla 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 Rolla area
- Population, 2025 estimate
- 45,247+1.6% since 2020
- Households
- 17,329
- Median age
- 37.8
- Homes lived in by their owners
- 62%
- Vehicles per household
- 1.9
- Land area
- 672 sq. mi.
- People per square mile
- 67
- Median household income
- $58,396+32.3% vs. 2015–2019, before inflation
- Average household income
- $77,261
- Median home value
- $206,500
- Jobs located here
- 19,214
- Daytime population
- 46,987Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rolla 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 Rolla 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 Rolla 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 |
| 12Rolla, MO | 40 | 13 | 7.5 | $938K | +1.6% | #356 of 506 |
Other business types in the Rolla 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 Rolla, MO area?
There are 13 gyms on map listings in the Rolla area as of September 2026. 5 of them (38%) are chain locations. The listings count gyms and fitness centers. Official counts show 6 businesses with payroll classed as fitness and recreational sports centers in 2023. That count covers all fitness and recreational sports centers (yoga, Pilates and fitness studios included), not only gyms.
How much do households in the Rolla, MO area spend on memberships, classes and admissions?
About $12.2M a year, or $704 per household. That is 28% below the U.S. average (an index of 72, where 100 is the U.S. average). Spread across the 13 gyms on map listings, it comes to $938K per gym. The spending figure covers all memberships, classes and admissions, not only gyms. It is estimated from the incomes of the 17,329 households in the Rolla area and national spending patterns by income.
How does the Rolla, MO area compare with the U.S. for gyms?
The Rolla area has 7.5 gyms per 10,000 households, in line with the U.S. rate of 7.6. Spending per gym is $938K, 28% below the U.S. figure of $1.3M. At the national ratio of gyms to household spending, the Rolla area would have about 9, against 13 on map listings. There is one business with payroll in the industry for every 2,888 households, against one for every 3,109 across the U.S.
How fast is the Rolla, MO area growing?
Population estimates put the Rolla area at 45,247 people in 2025, up 1.6% since 2020, slower than the U.S. (+3.1%). It has 17,329 households. The median household income in the Rolla area is $58,396 a year, 28% below the U.S. median of $80,734. That rose 32.3% 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 Rolla area scores 40 for gyms (lower middle), #356 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 Rolla 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 Rolla area
Screening a site or an acquisition in the Rolla 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 Rolla 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.