Fitness and classes · Small-town market · Wisconsin
Gyms in the Rice Lake, WI area
The gyms in the Rice Lake, WI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 40 out of 100: Lower middle
Ranked #360 of 506 scored small-town markets
#12 of 13 scored small-town markets based in Wisconsin
- Listings
- 18
- 10 chain locations (56%)
- Official establishments
- 5
- All fitness and recreational sports centers
- Household spending a year
- $15.3M
- On memberships, classes and admissions · $769 a household
- Spending per listing
- $853K
- 34% below the U.S.
- Listings per 10k households
- 9.0
- 18% above the U.S.
- Population, 2025
- 46,484
- −0.5% since 2020
See the gyms around any address in the Rice Lake 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 Rice Lake 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
Households in the Rice Lake area spend about $15.3M a year on memberships, classes and admissions, or $769 per household, 22% below the U.S. average. That works out to $853K per gym, 34% below the U.S. figure of $1.3M. The spending figure covers all memberships, classes and admissions, not only gyms.
The Rice Lake area has 18 gyms on map listings as of September 2026. Chain locations make up 56% of them, against 28% across the U.S. That is 9.0 per 10,000 households, 18% above the U.S. rate of 7.6.
Official counts show 5 businesses with payroll classed as fitness and recreational sports centers in the Rice Lake area in 2023. That is one for every 3,991 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 show the Rice Lake area declined 0.5% from 2020 to 2025, against +3.1% for the U.S. The Rice Lake area scores 40 (lower middle) on the Groundwork market score for gyms, ranking #360 of 506 scored small-town markets and #12 of 13 scored small-town markets based in Wisconsin.
How the Rice Lake 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 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 | Rice Lake area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 9.0 | 7.4 | 7.6 |
| Spending per listing | $853K | $1.2M | $1.3M |
| Households per official establishment (all fitness and recreational sports centers) | 3,991 | 2,966 | 3,109 |
| Official establishment growth, 2019–2023 | n/a | +9.1% | +5.8% |
| Population growth, 2020–2025 | −0.5% | +1.3% | +3.1% |
| Spending per household on memberships, classes and admissions | $769 | $921 | $983 |
| Median household income | $65,933 | $77,485 | $80,734 |
| Groundwork market score | 40 | 41 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 5All fitness and recreational sports centers
- Employees, 2023
- 31
- Annual payroll, 2023
- $412K
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 1810 chain locations
- Listings at the U.S. rate for this spending
- 12The 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 Rice Lake 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 Rice Lake area
- Population, 2025 estimate
- 46,484−0.5% since 2020
- Households
- 19,955
- Median age
- 45.8
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 863 sq. mi.
- People per square mile
- 54
- Median household income
- $65,933
- Average household income
- $87,099
- Median home value
- $216,600
- Jobs located here
- 20,886
- Daytime population
- 44,130Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rice Lake 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 Rice Lake area. 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 small-town markets in Wisconsin for gyms, numbered among those based in Wisconsin, with the Rice Lake area marked.
Top small-town markets in Wisconsin
| 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 |
| 12Rice Lake, WI | 40 | 18 | 9.0 | $853K | −0.5% | #360 of 506 |
Other business types in the Rice Lake 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 Rice Lake, WI area?
Map listings as of September 2026 show 18 gyms in the Rice Lake area. 10 of them (56%) are chain locations. The listings count gyms and fitness centers. Official counts show 5 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 the Rice Lake, WI area spend on memberships, classes and admissions?
About $15.3M a year, or $769 per household. That is 22% below the U.S. average (an index of 78, where 100 is the U.S. average). Spread across the 18 gyms on map listings, it comes to $853K 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 19,955 households in the Rice Lake area and national spending patterns by income.
How does the Rice Lake, WI area compare with the U.S. for gyms?
The Rice Lake area has 9.0 gyms per 10,000 households, 18% above the U.S. rate of 7.6. Spending per gym is $853K, 34% below the U.S. figure of $1.3M. At the U.S. ratio of gyms to household spending, the Rice Lake area would have about 12, against 18 on map listings. There is one business with payroll in the industry for every 3,991 households, against one for every 3,109 across the U.S.
How fast is the Rice Lake, WI area growing?
Population estimates put the Rice Lake area at 46,484 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 19,955 households. Median household income in the Rice Lake area is $65,933, 18% below the U.S. median of $80,734.
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 Rice Lake area scores 40 for gyms (lower middle), #360 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 Rice Lake 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 Rice Lake area
Screening a site or an acquisition in the Rice Lake 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 Rice Lake 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.