Fitness and classes · County · Wisconsin
Gyms in Portage County, WI
The gyms in Portage County, WI, the household spending behind them and how the market ranks against other counties.
Groundwork market score · out of 100
Score 40 out of 100: Lower middle
Ranked #1,245 of 1,792 scored counties
#47 of 55 scored counties in Wisconsin
- Listings
- 29
- 10 chain locations (34%)
- Official establishments
- 11
- All fitness and recreational sports centers
- Household spending a year
- $25.6M
- On memberships, classes and admissions · $862 a household
- Spending per listing
- $882K
- 32% below the U.S.
- Listings per 10k households
- 9.8
- 29% above the U.S.
- Population, 2025
- 71,943
- +2.2% since 2020
See the gyms around any address in Portage County
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 Portage County. 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
Household spending on memberships, classes and admissions in Portage County comes to about $25.6M a year: $862 per household, 12% below the U.S. average. That is about $882K of household spending for each gym on map listings, 32% below the U.S. figure of $1.3M. The spending figure covers all memberships, classes and admissions, not only gyms.
Portage County has 29 gyms on map listings as of September 2026. 10 of them (34%) are chain locations, against 28% across the U.S. That comes to 9.8 for every 10,000 households, 29% above the U.S. rate of 7.6.
In 2023, official counts showed 11 businesses with payroll in Portage County classed as fitness and recreational sports centers. That is one for every 2,698 households, against one for every 3,109 across the U.S. That count covers all fitness and recreational sports centers (yoga, Pilates and fitness studios included), not only gyms.
Population estimates put the population change in Portage County from 2020 to 2025 at +2.2%, slower than the U.S. (+3.1%). For gyms, Portage County has a Groundwork market score of 40 (lower middle): #1,245 of 1,792 scored counties and #47 of 55 scored counties in Wisconsin.
How Portage County 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 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 | Portage County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 9.8 | 7.4 | 7.6 |
| Spending per listing | $882K | $1.2M | $1.3M |
| Households per official establishment (all fitness and recreational sports centers) | 2,698 | 2,966 | 3,109 |
| Official establishment growth, 2019–2023 | n/a | +9.1% | +5.8% |
| Population growth, 2020–2025 | +2.2% | +1.3% | +3.1% |
| Spending per household on memberships, classes and admissions | $862 | $921 | $983 |
| Median household income | $76,070 | $77,485 | $80,734 |
| Groundwork market score | 40 | 41 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 10 → 11All fitness and recreational sports centers
- Employees, 2023
- 296
- Annual payroll, 2023
- $4M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 2910 chain locations
- Listings at the U.S. rate for this spending
- 20The 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 Portage County, 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 Portage County
- Population, 2025 estimate
- 71,943+2.2% since 2020
- Households
- 29,679
- Median age
- 40.0
- Homes lived in by their owners
- 70%
- Vehicles per household
- 2.0
- Land area
- 801 sq. mi.
- People per square mile
- 88
- Median household income
- $76,070+29.3% vs. 2015–2019, before inflation
- Average household income
- $94,142
- Median home value
- $243,100
- Jobs located here
- 33,759
- Daytime population
- 69,944Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Portage County?
These figures cover the whole county. 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 Portage County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardGyms across Wisconsin
Every Wisconsin market ranked →The highest-scoring counties in Wisconsin for gyms, numbered among those based in Wisconsin, with Portage County marked.
Top counties in Wisconsin
| 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 |
| 47Portage County, WI | 40 | 29 | 9.8 | $882K | +2.2% | #1,245 of 1,792 |
Other business types in Portage County
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 Portage County, WI?
Map listings as of September 2026 show 29 gyms in Portage County. 10 of them (34%) are chain locations. The listings count gyms and fitness centers. Official counts show 11 businesses with payroll classed as fitness and recreational sports centers in 2023. 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 Portage County, WI spend on memberships, classes and admissions?
About $25.6M a year, or $862 per household. That is 12% below the U.S. average (an index of 88, where 100 is the U.S. average). Spread across the 29 gyms on map listings, it comes to $882K 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 29,679 households in Portage County and national spending patterns by income.
How does Portage County, WI compare with the U.S. for gyms?
Portage County has 9.8 gyms per 10,000 households, 29% above the U.S. rate of 7.6. Spending per gym is $882K, 32% below the U.S. figure of $1.3M. At the U.S. ratio of gyms to household spending, Portage County would have about 20, against 29 on map listings. There is one business with payroll in the industry for every 2,698 households, against one for every 3,109 across the U.S.
How fast is Portage County, WI growing?
Population estimates put Portage County at 71,943 people in 2025, up 2.2% since 2020, slower than the U.S. (+3.1%). It has 29,679 households. Median household income in Portage County is $76,070, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.3%, 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. 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. Portage County scores 40 for gyms (lower middle), #1,245 of 1,792 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Portage County. 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 Portage County
Screening a site or an acquisition in Portage County?
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 Portage County. 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.