Market rankings · Wisconsin
Gyms in Wisconsin
Every metro area, small-town market and county in Wisconsin, ranked by the Groundwork market score for gyms, with competitor counts and household spending for each.
- Listings
- 1,836
- 638 chain locations (35%)
- Official establishments
- 836
- All fitness and recreational sports centers · +9.1% since 2019
- Household spending a year
- $2.3B
- On memberships, classes and admissions
- Listings per 10k households
- 7.4
- 3% below the U.S.
- Spending per listing
- $1.2M
- 4% below the U.S.
- Rank among states
- #32 of 51
- Market score 41 · Lower middle
A site report maps the gyms on map listings around any address in Wisconsin by name and distance, and the spending within reach.
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
There are 1,836 gyms on map listings in Wisconsin as of September 2026. Of those, 638 are chain locations, or 35%, against 28% across the U.S. That is 7.4 per 10,000 households, 3% below the U.S. rate of 7.6.
Household spending on memberships, classes and admissions in Wisconsin comes to about $2.3B a year: $921 per household, 6% below the U.S. average. That works out to $1.2M per gym, 4% below the U.S. figure of $1.3M. The spending figure covers all memberships, classes and admissions, not only gyms.
In 2023, official counts showed 836 businesses with payroll in Wisconsin classed as fitness and recreational sports centers, up 9.1% from 2019. That is one for every 2,966 households, against one for every 3,109 across the U.S. Across the U.S., the count rose 5.8% over the same years. That count covers all fitness and recreational sports centers (yoga, Pilates and fitness studios included), not only gyms. Since fiscal 2022, 104 SBA-backed loans worth $47.8M have gone to businesses classed as fitness and recreational sports centers in Wisconsin.
Among the 50 states and DC, Wisconsin ranks #32 for gyms, with a Groundwork market score of 41 (lower middle). Of the 15 scored metro areas in or partly in Wisconsin, the Wausau metro area scores highest (67). Of the 14 scored small-town markets in or partly in Wisconsin, the Manitowoc area scores highest (74).
Every market in Wisconsin for gyms
Download the ranking (CSV)Numbered by Groundwork market score among the markets based in Wisconsin, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.
Metro areas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Wausau, WI | 67 | 36 | 6.2 | $1.4M | +1.0% | #56 of 387 |
| 2Racine-Mount Pleasant, WI | 64 | 43 | 5.3 | $1.7M | +0.4% | #66 of 387 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 60 | 1,258 | 8.5 | $1.4M | +2.6% | #101 of 387 |
| 3Kenosha, WI | 59 | 49 | 7.1 | $1.3M | −0.4% | #108 of 387 |
| 4Sheboygan, WI | 58 | 28 | 5.6 | $1.5M | 0.0% | #116 of 387 |
| 5Oshkosh-Neenah, WI | 57 | 40 | 5.5 | $1.6M | +1.4% | #122 of 387 |
| 6Janesville-Beloit, WI | 57 | 47 | 7.0 | $1.2M | +1.7% | #125 of 387 |
| 7Appleton, WI | 55 | 67 | 6.7 | $1.5M | +2.7% | #137 of 387 |
| 8Madison, WI | 54 | 253 | 8.4 | $1.3M | +4.1% | #149 of 387 |
| 9Green Bay, WI | 53 | 91 | 6.7 | $1.4M | +2.5% | #157 of 387 |
| 10Milwaukee-Waukesha, WI | 45 | 513 | 7.8 | $1.2M | 0.0% | #244 of 387 |
| 11Fond du Lac, WI | 43 | 31 | 7.2 | $1.2M | +0.5% | #259 of 387 |
| Duluth, MN-WI | 42 | 101 | 8.4 | $1M | +0.2% | #266 of 387 |
| 12Eau Claire, WI | 39 | 56 | 7.8 | $1.1M | +2.6% | #294 of 387 |
| 13La Crosse-Onalaska, WI-MN | 29 | 65 | 9.0 | $964K | +0.4% | #351 of 387 |
Small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Manitowoc, WI | 74 | 19 | 5.4 | $1.4M | +0.4% | #30 of 506 |
| 2Whitewater-Elkhorn, WI | 67 | 36 | 8.4 | $1.2M | +0.8% | #72 of 506 |
| 3Marinette, WI-MI | 64 | 14 | 4.8 | $1.5M | +0.3% | #99 of 506 |
| 4Beaver Dam, WI | 64 | 23 | 6.4 | $1.3M | −0.3% | #103 of 506 |
| 5Wisconsin Rapids-Marshfield, WI | 62 | 17 | 5.3 | $1.5M | −0.2% | #121 of 506 |
| 6Shawano, WI | 60 | 12 | 6.4 | $1.2M | +1.4% | #148 of 506 |
| 7Platteville, WI | 51 | 15 | 7.5 | $1M | +0.9% | #245 of 506 |
| 8Baraboo, WI | 50 | 25 | 8.9 | $985K | +1.3% | #254 of 506 |
| 9Watertown-Fort Atkinson, WI | 48 | 31 | 8.9 | $1M | +0.3% | #278 of 506 |
| 10Sparta, WI | 47 | 22 | 12.0 | $655K | +0.6% | #292 of 506 |
| 11Stevens Point-Plover, WI | 45 | 29 | 9.8 | $882K | +2.2% | #313 of 506 |
| Iron Mountain, MI-WI | 42 | 9 | 6.4 | $1.1M | +0.4% | #342 of 506 |
| 12Rice Lake, WI | 40 | 18 | 9.0 | $853K | −0.5% | #360 of 506 |
| 13Menomonie, WI | 37 | 18 | 10.3 | $822K | +1.7% | #396 of 506 |
Counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Calumet County, WI | 77 | 12 | 5.6 | $1.8M | +2.9% | #101 of 1,792 |
| 2Washington County, WI | 74 | 37 | 6.5 | $1.7M | +1.8% | #147 of 1,792 |
| 3Oconto County, WI | 70 | 6 | 3.6 | $2.4M | +2.9% | #219 of 1,792 |
| 4Marathon County, WI | 69 | 36 | 6.2 | $1.4M | +1.0% | #256 of 1,792 |
| 5Manitowoc County, WI | 67 | 19 | 5.4 | $1.4M | +0.4% | #293 of 1,792 |
| 6Clark County, WI | 66 | 6 | 4.7 | $1.7M | +1.2% | #310 of 1,792 |
| 7Racine County, WI | 65 | 43 | 5.3 | $1.7M | +0.4% | #350 of 1,792 |
| 8Columbia County, WI | 63 | 19 | 7.9 | $1.2M | −0.7% | #432 of 1,792 |
| 9Walworth County, WI | 62 | 36 | 8.4 | $1.2M | +0.8% | #466 of 1,792 |
| 10Winnebago County, WI | 61 | 40 | 5.5 | $1.6M | +1.4% | #480 of 1,792 |
| 11Sheboygan County, WI | 61 | 28 | 5.6 | $1.5M | 0.0% | #487 of 1,792 |
| 12Kenosha County, WI | 61 | 49 | 7.1 | $1.3M | −0.4% | #495 of 1,792 |
| 13Dodge County, WI | 60 | 23 | 6.4 | $1.3M | −0.3% | #530 of 1,792 |
| 14Vernon County, WI | 60 | 8 | 6.4 | $1.3M | +2.4% | #531 of 1,792 |
| 15Rock County, WI | 60 | 47 | 7.0 | $1.2M | +1.7% | #533 of 1,792 |
| 16Wood County, WI | 59 | 17 | 5.3 | $1.5M | −0.2% | #554 of 1,792 |
| 17Bayfield County, WI | 59 | 5 | 6.7 | $1.2M | +3.4% | #576 of 1,792 |
| 18Door County, WI | 58 | 13 | 8.7 | $1M | +1.6% | #624 of 1,792 |
| 19Oneida County, WI | 57 | 10 | 5.7 | $1.4M | +0.7% | #642 of 1,792 |
| 20Outagamie County, WI | 57 | 55 | 7.0 | $1.4M | +2.6% | #643 of 1,792 |
| 21Marinette County, WI | 57 | 11 | 5.8 | $1.2M | +1.6% | #653 of 1,792 |
| 22Green County, WI | 56 | 11 | 7.0 | $1.3M | +0.5% | #686 of 1,792 |
| 23Dane County, WI | 56 | 220 | 8.7 | $1.3M | +4.9% | #688 of 1,792 |
| 24Chippewa County, WI | 56 | 21 | 7.7 | $1.1M | +1.9% | #701 of 1,792 |
| 25Shawano County, WI | 55 | 11 | 6.4 | $1.2M | +1.7% | #732 of 1,792 |
Show all 72 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 26Pierce County, WI | 55 | 18 | 11.3 | $907K | +3.1% | #745 of 1,792 |
| 27Brown County, WI | 54 | 81 | 7.3 | $1.3M | +2.6% | #756 of 1,792 |
| 28Washburn County, WI | 54 | 5 | 6.6 | $1.2M | +2.8% | #768 of 1,792 |
| 29St. Croix County, WI | 54 | 39 | 10.4 | $1.2M | +4.7% | #769 of 1,792 |
| 30Burnett County, WI | 54 | 5 | 7.0 | $1.1M | +3.9% | #771 of 1,792 |
| 31Waukesha County, WI | 52 | 174 | 10.3 | $1.2M | +2.4% | #832 of 1,792 |
| 32Sawyer County, WI | 52 | 6 | 6.8 | $1.1M | +4.0% | #847 of 1,792 |
| 33Vilas County, WI | 52 | 8 | 7.2 | $1.1M | +2.9% | #848 of 1,792 |
| 34Lafayette County, WI | 51 | 6 | 8.9 | $932K | +5.2% | #894 of 1,792 |
| 35Fond du Lac County, WI | 49 | 31 | 7.2 | $1.2M | +0.5% | #951 of 1,792 |
| 36Waupaca County, WI | 49 | 17 | 7.5 | $1.1M | −0.6% | #962 of 1,792 |
| 37Douglas County, WI | 48 | 12 | 6.3 | $1.3M | −0.8% | #977 of 1,792 |
| 38Ozaukee County, WI | 48 | 44 | 11.5 | $1.1M | +3.0% | #994 of 1,792 |
| 39Polk County, WI | 48 | 17 | 8.7 | $1M | +1.7% | #999 of 1,792 |
| 40Milwaukee County, WI | 47 | 258 | 6.6 | $1.2M | −1.5% | #1,020 of 1,792 |
| 41Eau Claire County, WI | 47 | 35 | 7.8 | $1.1M | +3.0% | #1,025 of 1,792 |
| 42Grant County, WI | 47 | 15 | 7.5 | $1M | +0.9% | #1,032 of 1,792 |
| 43Sauk County, WI | 45 | 25 | 8.9 | $985K | +1.3% | #1,103 of 1,792 |
| 44Jefferson County, WI | 43 | 31 | 8.9 | $1M | +0.3% | #1,162 of 1,792 |
| 45Monroe County, WI | 43 | 22 | 12.0 | $655K | +0.6% | #1,181 of 1,792 |
| 46Lincoln County, WI | 40 | 10 | 7.8 | $1M | −0.1% | #1,238 of 1,792 |
| 47Portage County, WI | 40 | 29 | 9.8 | $882K | +2.2% | #1,245 of 1,792 |
| 48Barron County, WI | 38 | 18 | 9.0 | $853K | −0.5% | #1,306 of 1,792 |
| 49Juneau County, WI | 37 | 7 | 6.4 | $1.1M | −0.5% | #1,316 of 1,792 |
| 50Green Lake County, WI | 37 | 8 | 9.7 | $830K | +1.5% | #1,330 of 1,792 |
| 51Langlade County, WI | 35 | 6 | 6.8 | $1M | +0.4% | #1,376 of 1,792 |
| 52Jackson County, WI | 32 | 7 | 8.5 | $885K | −0.5% | #1,447 of 1,792 |
| 53La Crosse County, WI | 32 | 51 | 9.9 | $883K | +0.3% | #1,448 of 1,792 |
| 54Dunn County, WI | 31 | 18 | 10.3 | $822K | +1.7% | #1,476 of 1,792 |
| 55Ashland County, WI | 24 | 7 | 10.2 | $679K | +1.1% | #1,613 of 1,792 |
| Trempealeau County, WI | Not scored | 4 | 3.2 | $2.7M | +1.1% | |
| Waushara County, WI | Not scored | 4 | 3.8 | $2M | +2.8% | |
| Iowa County, WI | Not scored | 3 | 3.0 | $3.2M | +1.0% | |
| Adams County, WI | Not scored | 0 | 0.0 | n/a | +5.2% | |
| Kewaunee County, WI | Not scored | 4 | 4.8 | $1.8M | +1.0% | |
| Taylor County, WI | Not scored | 3 | 3.7 | $2M | +0.9% | |
| Richland County, WI | Not scored | 4 | 5.5 | $1.3M | −1.4% | |
| Crawford County, WI | Not scored | 2 | 3.0 | $2.4M | −1.1% | |
| Marquette County, WI | Not scored | 2 | 2.9 | $2.5M | +2.1% | |
| Rusk County, WI | Not scored | 2 | 3.1 | $2.1M | −0.2% | |
| Price County, WI | Not scored | 4 | 6.1 | $1.1M | −0.3% | |
| Buffalo County, WI | Not scored | 2 | 3.5 | $2.2M | −0.1% | |
| Forest County, WI | Not scored | 5 | 12.5 | $563K | +4.4% | |
| Pepin County, WI | Not scored | 3 | 9.8 | $847K | +2.2% | |
| Iron County, WI | Not scored | 0 | 0.0 | n/a | −0.3% | |
| Florence County, WI | Not scored | 0 | 0.0 | n/a | +4.0% | |
| Menominee County, WI | Not scored | 1 | 7.1 | $996K | −1.4% |
Markets with fewer than 5 gyms on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many gyms are in Wisconsin?
As of September 2026, map listings count 1,836 gyms in Wisconsin. 638 of them (35%) are chain locations. The listings count gyms and fitness centers. Official counts show 836 businesses with payroll classed as fitness and recreational sports centers in 2023, up 9.1% from 2019. The official count takes in all fitness and recreational sports centers, not only gyms: yoga, Pilates and fitness studios are counted too.
How much do households in Wisconsin spend on memberships, classes and admissions?
About $2.3B a year, or $921 per household. That is 6% below the U.S. average (an index of 94, where 100 is the U.S. average). Spread across the 1,836 gyms on map listings, it comes to $1.2M per gym. That spending covers all memberships, classes and admissions, which gyms share with other businesses in the trade. It is estimated from the incomes of the 2,479,480 households in Wisconsin and national spending patterns by income.
How does Wisconsin compare with the U.S. for gyms?
Wisconsin has 7.4 gyms per 10,000 households, 3% below the U.S. rate of 7.6. Spending per gym is $1.2M, 4% below the U.S. figure of $1.3M. At the U.S. ratio of gyms to household spending, Wisconsin would have about 1,754, against 1,836 on map listings. There is one business with payroll in the industry for every 2,966 households, against one for every 3,109 across the U.S. The official count rose 9.1% from 2019 to 2023, against +5.8% for the U.S.
Which market in Wisconsin has the highest market score for gyms?
Among 15 scored metro areas in or partly in Wisconsin, the Wausau metro area scores highest, at 67 (upper middle). Among 14 scored small-town markets in or partly in Wisconsin, the Manitowoc area scores highest, at 74 (upper middle). Among 55 scored counties in Wisconsin, Calumet County scores highest, at 77 (high). Scores compare each market with others of its kind across the U.S.
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. Wisconsin scores 41 for gyms (lower middle), #32 of the 50 states and DC.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Wisconsin. 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.
Gyms in other states
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Top markets for gyms across the U.S. · All business types in Wisconsin
Related business types in Wisconsin
- Gyms, studios and classes3,416 listings
- Yoga, Pilates and fitness studios541 listings
- Martial arts and dance studios1,039 listings
Screening a site or an acquisition in Wisconsin?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
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.