Market rankings · Wisconsin
Spas and skin care studios in Wisconsin
Markets across Wisconsin ranked by the Groundwork market score for spas and skin care studios, with competitor counts and household spending for each.
- Listings
- 2,411
- 210 chain locations (9%)
- Official establishments
- 461
- +18.5% since 2019
- Household spending a year
- $2.5B
- On personal care products and services
- Listings per 10k households
- 9.7
- 16% below the U.S.
- Spending per listing
- $1M
- 18% above the U.S.
- Rank among states
- #14 of 51
- Market score 59 · Upper middle
A site report maps the spas and skin care studios 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
As of September 2026, map listings count 2,411 spas and skin care studios in Wisconsin. 210 of them (9%) are chain locations, against 10% across the U.S. That comes to 9.7 for every 10,000 households, 16% below the U.S. rate of 11.5.
At $1,007 per household (in line with the U.S. average), households in Wisconsin spend about $2.5B a year on personal care products and services. Spread across 2,411 spas and skin care studios, that is $1M per studio, 18% above the U.S. figure of $876K. That spending covers all personal care products and services, which spas and skin care studios share with other businesses in the trade.
Official counts show 461 businesses with payroll classed as other personal care services in Wisconsin in 2023, up 18.5% from 2019. That is one for every 5,378 households, against one for every 4,055 across the U.S. Across the U.S., the count rose 29.8% over the same years. Since fiscal 2022, 44 SBA-backed loans worth $10.9M have gone to businesses classed as other personal care services in Wisconsin.
Among the 50 states and DC, Wisconsin ranks #14 for spas and skin care studios, with a Groundwork market score of 59 (upper middle). Of the 15 scored metro areas in or partly in Wisconsin, the Fond du Lac metro area scores highest (75). Of the 12 scored small-town markets in or partly in Wisconsin, the Iron Mountain area scores highest (73).
Every market in Wisconsin for spas and skin care studios
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 |
|---|---|---|---|---|---|---|
| 1Fond du Lac, WI | 75 | 27 | 6.2 | $1.6M | +0.5% | #15 of 387 |
| 2Oshkosh-Neenah, WI | 71 | 57 | 7.8 | $1.2M | +1.4% | #34 of 387 |
| 3Wausau, WI | 70 | 47 | 8.1 | $1.2M | +1.0% | #39 of 387 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 65 | 1,383 | 9.4 | $1.2M | +2.6% | #55 of 387 |
| 4Racine-Mount Pleasant, WI | 65 | 67 | 8.3 | $1.2M | +0.4% | #56 of 387 |
| 5Sheboygan, WI | 65 | 43 | 8.6 | $1.1M | 0.0% | #57 of 387 |
| Duluth, MN-WI | 64 | 91 | 7.6 | $1.3M | +0.2% | #61 of 387 |
| 6Madison, WI | 61 | 312 | 10.3 | $1.1M | +4.1% | #89 of 387 |
| 7La Crosse-Onalaska, WI-MN | 57 | 65 | 9.0 | $1.1M | +0.4% | #119 of 387 |
| 8Kenosha, WI | 52 | 70 | 10.2 | $1M | −0.4% | #170 of 387 |
| 9Green Bay, WI | 52 | 136 | 10.0 | $1M | +2.5% | #171 of 387 |
| 10Janesville-Beloit, WI | 52 | 75 | 11.2 | $870K | +1.7% | #177 of 387 |
| 11Appleton, WI | 51 | 119 | 11.9 | $885K | +2.7% | #185 of 387 |
| 12Milwaukee-Waukesha, WI | 44 | 775 | 11.8 | $868K | 0.0% | #243 of 387 |
| 13Eau Claire, WI | 43 | 85 | 11.8 | $830K | +2.6% | #257 of 387 |
Small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Iron Mountain, MI-WI | 73 | 5 | 3.5 | $2.5M | +0.4% | #35 of 504 |
| 1Manitowoc, WI | 72 | 19 | 5.4 | $1.7M | +0.4% | #47 of 504 |
| 2Beaver Dam, WI | 71 | 16 | 4.5 | $2.2M | −0.3% | #53 of 504 |
| 3Watertown-Fort Atkinson, WI | 69 | 26 | 7.5 | $1.4M | +0.3% | #70 of 504 |
| 4Platteville, WI | 66 | 13 | 6.5 | $1.4M | +0.9% | #91 of 504 |
| 5Sparta, WI | 63 | 13 | 7.1 | $1.3M | +0.6% | #119 of 504 |
| 6Marinette, WI-MI | 61 | 17 | 5.8 | $1.5M | +0.3% | #136 of 504 |
| 7Whitewater-Elkhorn, WI | 57 | 51 | 11.8 | $881K | +0.8% | #180 of 504 |
| 8Wisconsin Rapids-Marshfield, WI | 56 | 32 | 9.9 | $932K | −0.2% | #191 of 504 |
| 9Baraboo, WI | 55 | 39 | 13.9 | $717K | +1.3% | #200 of 504 |
| 10Stevens Point-Plover, WI | 53 | 31 | 10.4 | $943K | +2.2% | #216 of 504 |
| 11Rice Lake, WI | 35 | 24 | 12.0 | $766K | −0.5% | #413 of 504 |
| Menomonie, WI | Not scored | 4 | 2.3 | $4.2M | +1.7% | |
| Shawano, WI | Not scored | 4 | 2.1 | $4.3M | +1.4% |
Counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Calumet County, WI | 86 | 6 | 2.8 | $3.8M | +2.9% | #20 of 1,769 |
| 2Pierce County, WI | 78 | 11 | 6.9 | $1.6M | +3.1% | #90 of 1,769 |
| 3Trempealeau County, WI | 75 | 5 | 4.0 | $2.4M | +1.1% | #114 of 1,769 |
| 4Green County, WI | 74 | 8 | 5.1 | $2M | +0.5% | #135 of 1,769 |
| 5Vernon County, WI | 72 | 7 | 5.6 | $1.7M | +2.4% | #170 of 1,769 |
| 6Fond du Lac County, WI | 72 | 27 | 6.2 | $1.6M | +0.5% | #173 of 1,769 |
| 7Washington County, WI | 72 | 51 | 8.9 | $1.2M | +1.8% | #183 of 1,769 |
| 8Dodge County, WI | 70 | 16 | 4.5 | $2.2M | −0.3% | #203 of 1,769 |
| 9Adams County, WI | 70 | 5 | 5.3 | $1.7M | +5.2% | #216 of 1,769 |
| 10Waushara County, WI | 69 | 6 | 5.7 | $1.6M | +2.8% | #242 of 1,769 |
| 11Polk County, WI | 69 | 13 | 6.7 | $1.5M | +1.7% | #248 of 1,769 |
| 12Columbia County, WI | 69 | 18 | 7.5 | $1.4M | −0.7% | #249 of 1,769 |
| 13Sawyer County, WI | 68 | 5 | 5.7 | $1.6M | +4.0% | #269 of 1,769 |
| 14Jefferson County, WI | 68 | 26 | 7.5 | $1.4M | +0.3% | #276 of 1,769 |
| 15Chippewa County, WI | 66 | 21 | 7.7 | $1.3M | +1.9% | #335 of 1,769 |
| 16Winnebago County, WI | 66 | 57 | 7.8 | $1.2M | +1.4% | #336 of 1,769 |
| 17Marathon County, WI | 66 | 47 | 8.1 | $1.2M | +1.0% | #337 of 1,769 |
| 18Manitowoc County, WI | 65 | 19 | 5.4 | $1.7M | +0.4% | #352 of 1,769 |
| 19Waupaca County, WI | 65 | 15 | 6.6 | $1.4M | −0.6% | #363 of 1,769 |
| 20Clark County, WI | 63 | 8 | 6.2 | $1.5M | +1.2% | #414 of 1,769 |
| 21Lafayette County, WI | 63 | 6 | 8.9 | $1.1M | +5.2% | #424 of 1,769 |
| 22Racine County, WI | 62 | 67 | 8.3 | $1.2M | +0.4% | #455 of 1,769 |
| 23Sheboygan County, WI | 62 | 43 | 8.6 | $1.1M | 0.0% | #457 of 1,769 |
| 24Grant County, WI | 60 | 13 | 6.5 | $1.4M | +0.9% | #517 of 1,769 |
| 25Monroe County, WI | 57 | 13 | 7.1 | $1.3M | +0.6% | #610 of 1,769 |
Show all 72 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 26Marinette County, WI | 56 | 13 | 6.8 | $1.3M | +1.6% | #653 of 1,769 |
| 27Walworth County, WI | 56 | 51 | 11.8 | $881K | +0.8% | #677 of 1,769 |
| 28Douglas County, WI | 55 | 14 | 7.3 | $1.3M | −0.8% | #689 of 1,769 |
| 29Taylor County, WI | 55 | 6 | 7.5 | $1.2M | +0.9% | #690 of 1,769 |
| 30Dane County, WI | 55 | 282 | 11.2 | $982K | +4.9% | #710 of 1,769 |
| 31St. Croix County, WI | 54 | 44 | 11.7 | $992K | +4.7% | #739 of 1,769 |
| 32Portage County, WI | 53 | 31 | 10.4 | $943K | +2.2% | #780 of 1,769 |
| 33Wood County, WI | 53 | 32 | 9.9 | $932K | −0.2% | #782 of 1,769 |
| 34Rock County, WI | 53 | 75 | 11.2 | $870K | +1.7% | #785 of 1,769 |
| 35Sauk County, WI | 52 | 39 | 13.9 | $717K | +1.3% | #827 of 1,769 |
| 36Lincoln County, WI | 51 | 10 | 7.8 | $1.2M | −0.1% | #839 of 1,769 |
| 37Kenosha County, WI | 51 | 70 | 10.2 | $1M | −0.4% | #844 of 1,769 |
| 38Ozaukee County, WI | 51 | 61 | 15.9 | $730K | +3.0% | #858 of 1,769 |
| 39Green Lake County, WI | 47 | 8 | 9.7 | $976K | +1.5% | #995 of 1,769 |
| 40Milwaukee County, WI | 45 | 378 | 9.6 | $965K | −1.5% | #1,061 of 1,769 |
| 41La Crosse County, WI | 44 | 53 | 10.3 | $952K | +0.3% | #1,090 of 1,769 |
| 42Brown County, WI | 43 | 133 | 12.0 | $845K | +2.6% | #1,147 of 1,769 |
| 43Outagamie County, WI | 43 | 113 | 14.4 | $730K | +2.6% | #1,156 of 1,769 |
| 44Richland County, WI | 42 | 6 | 8.3 | $1.1M | −1.4% | #1,177 of 1,769 |
| 45Vilas County, WI | 42 | 13 | 11.7 | $797K | +2.9% | #1,194 of 1,769 |
| 46Waukesha County, WI | 40 | 285 | 16.9 | $704K | +2.4% | #1,258 of 1,769 |
| 47Eau Claire County, WI | 39 | 64 | 14.3 | $693K | +3.0% | #1,299 of 1,769 |
| 48Door County, WI | 37 | 19 | 12.7 | $785K | +1.6% | #1,362 of 1,769 |
| 49Barron County, WI | 37 | 24 | 12.0 | $766K | −0.5% | #1,365 of 1,769 |
| 50Oneida County, WI | 33 | 20 | 11.4 | $826K | +0.7% | #1,461 of 1,769 |
| 51Crawford County, WI | 25 | 8 | 11.9 | $746K | −1.1% | #1,637 of 1,769 |
| Dunn County, WI | Not scored | 4 | 2.3 | $4.2M | +1.7% | |
| Shawano County, WI | Not scored | 4 | 2.3 | $3.9M | +1.7% | |
| Oconto County, WI | Not scored | 2 | 1.2 | $8.2M | +2.9% | |
| Juneau County, WI | Not scored | 4 | 3.7 | $2.5M | −0.5% | |
| Iowa County, WI | Not scored | 4 | 4.0 | $2.6M | +1.0% | |
| Jackson County, WI | Not scored | 3 | 3.6 | $2.5M | −0.5% | |
| Kewaunee County, WI | Not scored | 1 | 1.2 | $8.4M | +1.0% | |
| Langlade County, WI | Not scored | 1 | 1.1 | $7.6M | +0.4% | |
| Burnett County, WI | Not scored | 2 | 2.8 | $3.3M | +3.9% | |
| Washburn County, WI | Not scored | 4 | 5.3 | $1.7M | +2.8% | |
| Bayfield County, WI | Not scored | 2 | 2.7 | $3.5M | +3.4% | |
| Ashland County, WI | Not scored | 0 | 0.0 | n/a | +1.1% | |
| Marquette County, WI | Not scored | 1 | 1.4 | $6.3M | +2.1% | |
| Rusk County, WI | Not scored | 1 | 1.6 | $5.5M | −0.2% | |
| Price County, WI | Not scored | 4 | 6.1 | $1.4M | −0.3% | |
| Buffalo County, WI | Not scored | 2 | 3.5 | $2.7M | −0.1% | |
| Forest County, WI | Not scored | 2 | 5.0 | $1.8M | +4.4% | |
| Pepin County, WI | Not scored | 1 | 3.3 | $3M | +2.2% | |
| Iron County, WI | Not scored | 4 | 12.9 | $676K | −0.3% | |
| Florence County, WI | Not scored | 0 | 0.0 | n/a | +4.0% | |
| Menominee County, WI | Not scored | 0 | 0.0 | n/a | −1.4% |
Markets with fewer than 5 spas and skin care studios on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many spas and skin care studios are in Wisconsin?
Wisconsin has 2,411 spas and skin care studios on map listings as of September 2026. 210 of them (9%) are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 461 businesses with payroll classed as other personal care services in 2023, up 18.5% from 2019.
How much do households in Wisconsin spend on personal care products and services?
About $2.5B a year, or $1,007 per household. That is in line with the U.S. average (an index of 100, where 100 is the U.S. average). Spread across the 2,411 spas and skin care studios on map listings, it comes to $1M per studio. The spending figure covers all personal care products and services, not only spas and skin care studios. 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 spas and skin care studios?
Wisconsin has 9.7 spas and skin care studios per 10,000 households, 16% below the U.S. rate of 11.5. Spending per studio is $1M, 18% above the U.S. figure of $876K. At the national ratio of spas and skin care studios to household spending, Wisconsin would have about 2,851, against 2,411 on map listings. There is one business with payroll in the industry for every 5,378 households, against one for every 4,055 across the U.S. The official count rose 18.5% from 2019 to 2023, against +29.8% for the U.S.
Which market in Wisconsin has the highest market score for spas and skin care studios?
Among 15 scored metro areas in or partly in Wisconsin, the Fond du Lac metro area scores highest, at 75 (high). Among 12 scored small-town markets in or partly in Wisconsin, the Iron Mountain area scores highest, at 73 (upper middle). Among 51 scored counties in Wisconsin, Calumet County scores highest, at 86 (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 59 for spas and skin care studios (upper middle), #14 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 spas and skin care studios 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.
Spas and skin care in other states
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Top markets for spas and skin care studios across the U.S. · All business types in Wisconsin
Related business types in Wisconsin
- Salons, barbers and spas10,838 listings
- Hair salons6,266 listings
- Barbershops857 listings
- Nail salons1,100 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.