Fitness and classes · Small-town market · Wisconsin
Gyms in the Whitewater-Elkhorn, WI area
Competitor counts, household spending and official business counts for gyms in the Whitewater-Elkhorn, WI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 67 out of 100: Upper middle
Ranked #72 of 506 scored small-town markets
#2 of 13 scored small-town markets based in Wisconsin
- Listings
- 36
- 13 chain locations (36%)
- Official establishments
- 9
- All fitness and recreational sports centers
- Household spending a year
- $42.6M
- On memberships, classes and admissions · $989 a household
- Spending per listing
- $1.2M
- 9% below the U.S.
- Listings per 10k households
- 8.4
- 11% above the U.S.
- Population, 2025
- 106,127
- +0.8% since 2020
See the gyms around any address in the Whitewater-Elkhorn 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 Whitewater-Elkhorn 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
Household spending on memberships, classes and admissions in the Whitewater-Elkhorn area comes to about $42.6M a year: $989 per household, in line with the U.S. average. That works out to $1.2M per gym, 9% below the U.S. figure of $1.3M. The spending figure covers all memberships, classes and admissions, not only gyms.
There are 36 gyms on map listings in the Whitewater-Elkhorn area as of September 2026. 13 of them (36%) are chain locations, against 28% across the U.S. That is 8.4 per 10,000 households, 11% above the U.S. rate of 7.6.
Official counts show 9 businesses with payroll classed as fitness and recreational sports centers in the Whitewater-Elkhorn area in 2023. That is one for every 4,787 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 the Whitewater-Elkhorn area from 2020 to 2025 at +0.8%, slower than the U.S. (+3.1%). The Whitewater-Elkhorn area scores 67 (upper middle) on the Groundwork market score for gyms, ranking #72 of 506 scored small-town markets and #2 of 13 scored small-town markets based in Wisconsin. That puts it in the top quarter of small-town markets.
How the Whitewater-Elkhorn 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 | Whitewater-Elkhorn area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 8.4 | 7.4 | 7.6 |
| Spending per listing | $1.2M | $1.2M | $1.3M |
| Households per official establishment (all fitness and recreational sports centers) | 4,787 | 2,966 | 3,109 |
| Official establishment growth, 2019–2023 | n/a | +9.1% | +5.8% |
| Population growth, 2020–2025 | +0.8% | +1.3% | +3.1% |
| Spending per household on memberships, classes and admissions | $989 | $921 | $983 |
| Median household income | $80,520 | $77,485 | $80,734 |
| Groundwork market score | 67 | 41 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 9All fitness and recreational sports centers
- Employees, 2023
- 180
- Annual payroll, 2023
- $2.9M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 3613 chain locations
- Listings at the U.S. rate for this spending
- 33The 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn area
- Population, 2025 estimate
- 106,127+0.8% since 2020
- Households
- 43,087
- Median age
- 42.4
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.0
- Land area
- 555 sq. mi.
- People per square mile
- 190
- Median household income
- $80,520+26.3% vs. 2015–2019, before inflation
- Average household income
- $109,464
- Median home value
- $302,700
- Jobs located here
- 43,660
- Daytime population
- 95,627Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Whitewater-Elkhorn 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn 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 |
Other business types in the Whitewater-Elkhorn 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 Whitewater-Elkhorn, WI area?
As of September 2026, map listings count 36 gyms in the Whitewater-Elkhorn area. 13 of them (36%) are chain locations. The listings count gyms and fitness centers. Official counts show 9 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 Whitewater-Elkhorn, WI area spend on memberships, classes and admissions?
About $42.6M a year, or $989 per household. That is in line with the U.S. average (an index of 101, where 100 is the U.S. average). Spread across the 36 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 43,087 households in the Whitewater-Elkhorn area and national spending patterns by income.
How does the Whitewater-Elkhorn, WI area compare with the U.S. for gyms?
The Whitewater-Elkhorn area has 8.4 gyms per 10,000 households, 11% above the U.S. rate of 7.6. Spending per gym is $1.2M, 9% below the U.S. figure of $1.3M. At the U.S. ratio of gyms to household spending, the Whitewater-Elkhorn area would have about 33, against 36 on map listings. There is one business with payroll in the industry for every 4,787 households, against one for every 3,109 across the U.S.
How fast is the Whitewater-Elkhorn, WI area growing?
Population estimates put the Whitewater-Elkhorn area at 106,127 people in 2025, up 0.8% since 2020, slower than the U.S. (+3.1%). It has 43,087 households. Median household income in the Whitewater-Elkhorn area is $80,520, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.3%, 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. 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 Whitewater-Elkhorn area scores 67 for gyms (upper middle), #72 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 Whitewater-Elkhorn 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 Whitewater-Elkhorn area
Screening a site or an acquisition in the Whitewater-Elkhorn 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 Whitewater-Elkhorn 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.