Beauty and personal care · County · Wisconsin
Salons, barbers and spas in Marathon County, WI
The salons, barbers and spas in Marathon County, WI, the household spending behind them and how the market ranks against other counties.
Groundwork market score · out of 100
Score 49 out of 100: Lower middle
Ranked #1,214 of 2,385 scored counties
#43 of 67 scored counties in Wisconsin
- Listings
- 225
- 32 chain locations (14%)
- Official establishments
- 63
- +10.5% since 2019
- Household spending a year
- $57.7M
- On personal care products and services · $997 a household
- Spending per listing
- $256K
- 21% above the U.S.
- Listings per 10k households
- 38.9
- 18% below the U.S.
- Population, 2025
- 139,432
- +1.0% since 2020
See the salons, barbers and spas around any address in Marathon County
The site report maps the salons, barbers and spas 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 Marathon 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
Map listings as of September 2026 show 225 salons, barbers and spas in Marathon County. Of those, 32 are chain locations, or 14%, against 15% across the U.S. Per 10,000 households, that is 38.9, 18% below the U.S. rate of 47.2.
At $997 per household (in line with the U.S. average), households in Marathon County spend about $57.7M a year on personal care products and services. That is about $256K of household spending for each business on map listings, 21% above the U.S. figure of $213K.
The official count of businesses with payroll classed as personal care services in Marathon County was 63 in 2023, up 10.5% from 2019. That is one for every 919 households, against one for every 804 across the U.S. Official counts also show 342 one-person businesses without payroll. Since fiscal 2022, 1 SBA-backed loan worth $198K has gone to businesses classed as personal care services in Marathon County.
Between 2020 and 2025, the population of Marathon County grew 1.0%, slower than the U.S. (+3.1%). For salons, barbers and spas, Marathon County has a Groundwork market score of 49 (lower middle): #1,214 of 2,385 scored counties and #43 of 67 scored counties in Wisconsin.
How Marathon County compares
The same measures for Wisconsin and the whole U.S. Spending per listing divides a year of household spending on all personal care products and services by the salons, barbers and spas 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 | Marathon County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 38.9 | 43.7 | 47.2 |
| Spending per listing | $256K | $230K | $213K |
| Households per official establishment | 919 | 924 | 804 |
| Official establishment growth, 2019–2023 | +10.5% | +3.0% | +14.1% |
| Population growth, 2020–2025 | +1.0% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $997 | $1,007 | $1,005 |
| Median household income | $77,884 | $77,485 | $80,734 |
| Groundwork market score | 49 | 45 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 57 → 63+10.5% over the period
- Employees, 2023
- 271
- Annual payroll, 2023
- $7.6M
- One-person businesses, 2023
- 342Businesses with no payroll
- Map listings, September 2026
- 22532 chain locations
- Listings at the U.S. rate for this spending
- 271The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $198K
SBA-backed loans to businesses classed as personal care services in Marathon 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.
Population and households in Marathon County
- Population, 2025 estimate
- 139,432+1.0% since 2020
- Households
- 57,866
- Median age
- 42.0
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.0
- Land area
- 1,545 sq. mi.
- People per square mile
- 90
- Median household income
- $77,884+24.4% vs. 2015–2019, before inflation
- Average household income
- $97,899
- Median home value
- $219,600
- Jobs located here
- 72,449
- Daytime population
- 141,458Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Marathon 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 salons, barbers and spas on map listings by name and distance.
Or open the report at the center of Marathon County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSalons, barbers and spas across Wisconsin
Every Wisconsin market ranked →The highest-scoring counties in Wisconsin for salons, barbers and spas, numbered among those based in Wisconsin, with Marathon County marked.
Top counties in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Oconto County, WI | 86 | 24 | 14.3 | $686K | +2.9% | #25 of 2,385 |
| 2Adams County, WI | 79 | 12 | 12.6 | $693K | +5.2% | #74 of 2,385 |
| 3Bayfield County, WI | 79 | 16 | 21.5 | $440K | +3.4% | #84 of 2,385 |
| 4Washburn County, WI | 77 | 16 | 21.1 | $434K | +2.8% | #117 of 2,385 |
| 5Sawyer County, WI | 77 | 21 | 23.8 | $374K | +4.0% | #124 of 2,385 |
| 6Calumet County, WI | 76 | 49 | 22.9 | $464K | +2.9% | #130 of 2,385 |
| 7Kewaunee County, WI | 76 | 19 | 22.7 | $442K | +1.0% | #133 of 2,385 |
| 8Burnett County, WI | 76 | 15 | 20.9 | $435K | +3.9% | #134 of 2,385 |
| 9Vernon County, WI | 76 | 33 | 26.6 | $359K | +2.4% | #146 of 2,385 |
| 10Trempealeau County, WI | 75 | 36 | 28.7 | $340K | +1.1% | #172 of 2,385 |
| 43Marathon County, WI | 49 | 225 | 38.9 | $256K | +1.0% | #1,214 of 2,385 |
Other business types in Marathon 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
- Salons, barbers and spas49
- Hair salons48
- Barbershops73
- Nail salons56
- Spas and skin care66
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many salons, barbers and spas are in Marathon County, WI?
There are 225 salons, barbers and spas on map listings in Marathon County as of September 2026. 32 of them (14%) are chain locations. The listings count hair and nail salons, barbers, spas and skin care. Official counts show 63 businesses with payroll classed as personal care services in 2023, up 10.5% from 2019. Another 342 one-person businesses have no payroll, by official counts.
How much do households in Marathon County, WI spend on personal care products and services?
About $57.7M a year, or $997 per household. That is in line with the U.S. average (an index of 99, where 100 is the U.S. average). Spread across the 225 salons, barbers and spas on map listings, it comes to $256K per business. It is estimated from the incomes of the 57,866 households in Marathon County and national spending patterns by income.
How does Marathon County, WI compare with the U.S. for salons, barbers and spas?
Marathon County has 38.9 salons, barbers and spas per 10,000 households, 18% below the U.S. rate of 47.2. Spending per business is $256K, 21% above the U.S. figure of $213K. At the national ratio of salons, barbers and spas to household spending, Marathon County would have about 271, against 225 on map listings. There is one business with payroll in the industry for every 919 households, against one for every 804 across the U.S. The official count rose 10.5% from 2019 to 2023, against +14.1% for the U.S.
How fast is Marathon County, WI growing?
Population estimates put Marathon County at 139,432 people in 2025, up 1.0% since 2020, slower than the U.S. (+3.1%). It has 57,866 households. Median household income in Marathon County is $77,884, 4% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 24.4%, 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. Marathon County scores 49 for salons, barbers and spas (lower middle), #1,214 of 2,385 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Marathon County. It maps the salons, barbers and spas 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 salons, barbers and spas · All 56 business types in Marathon County
Screening a site or an acquisition in Marathon 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 Marathon 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.