Beauty and personal care · County · Wisconsin
Spas and skin care studios in Dane County, WI
How Dane County, WI compares with other counties and the U.S. for spas and skin care studios: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 55 out of 100: Upper middle
Ranked #710 of 1,769 scored counties
#30 of 51 scored counties in Wisconsin
- Listings
- 282
- 31 chain locations (11%)
- Official establishments
- 72
- +7.5% since 2019
- Household spending a year
- $277M
- On personal care products and services · $1,101 a household
- Spending per listing
- $982K
- 12% above the U.S.
- Listings per 10k households
- 11.2
- 3% below the U.S.
- Population, 2025
- 590,375
- +4.9% since 2020
See the spas and skin care studios around any address in Dane County
The site report maps the spas and skin care studios 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 Dane 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
At $1,101 per household (10% above the U.S. average), households in Dane County spend about $277M a year on personal care products and services. That is about $982K of household spending for each studio on map listings, 12% above the U.S. figure of $876K. The spending figure covers all personal care products and services, not only spas and skin care studios.
Dane County has 282 spas and skin care studios on map listings as of September 2026. Of those, 31 are chain locations, or 11%, against 10% across the U.S. Per 10,000 households, that is 11.2, 3% below the U.S. rate of 11.5.
In 2023, official counts showed 72 businesses with payroll in Dane County classed as other personal care services, up 7.5% from 2019. That is one for every 3,493 households, against one for every 4,055 across the U.S. Since fiscal 2022, 6 SBA-backed loans worth $3.1M have gone to businesses classed as other personal care services in Dane County.
Population estimates show Dane County grew 4.9% from 2020 to 2025, faster than the U.S. (+3.1%). The Groundwork market score for spas and skin care studios in Dane County is 55 (upper middle), #710 of 1,769 scored counties and #30 of 51 scored counties in Wisconsin.
How Dane 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 spas and skin care studios 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 | Dane County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 11.2 | 9.7 | 11.5 |
| Spending per listing | $982K | $1M | $876K |
| Households per official establishment | 3,493 | 5,378 | 4,055 |
| Official establishment growth, 2019–2023 | +7.5% | +18.5% | +29.8% |
| Population growth, 2020–2025 | +4.9% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $1,101 | $1,007 | $1,005 |
| Median household income | $89,975 | $77,485 | $80,734 |
| Groundwork market score | 55 | 59 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 67 → 72+7.5% over the period
- Employees, 2023
- 471
- Annual payroll, 2023
- $16.6M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 28231 chain locations
- Listings at the U.S. rate for this spending
- 316The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 6
- Amount
- $3.1M
SBA-backed loans to businesses classed as other personal care services in Dane 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 Dane County
- Population, 2025 estimate
- 590,375+4.9% since 2020
- Households
- 251,529
- Median age
- 38.0
- Homes lived in by their owners
- 57%
- Vehicles per household
- 1.7
- Land area
- 1,197 sq. mi.
- People per square mile
- 479
- Median household income
- $89,975+21.8% vs. 2015–2019, before inflation
- Average household income
- $119,712
- Median home value
- $394,800
- Jobs located here
- 369,475
- Daytime population
- 644,560Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Dane 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 spas and skin care studios on map listings by name and distance.
Or open the report at the center of Dane County. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSpas and skin care across Wisconsin
Every Wisconsin market ranked →The highest-scoring counties in Wisconsin for spas and skin care studios, numbered among those based in Wisconsin, with Dane County marked.
Top counties in Wisconsin
| 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 |
| 30Dane County, WI | 55 | 282 | 11.2 | $982K | +4.9% | #710 of 1,769 |
Other business types in Dane 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 spas50
- Hair salons49
- Barbershops70
- Nail salons71
- Spas and skin care55
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many spas and skin care studios are in Dane County, WI?
Map listings as of September 2026 show 282 spas and skin care studios in Dane County. 31 of them (11%) are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 72 businesses with payroll classed as other personal care services in 2023, up 7.5% from 2019.
How much do households in Dane County, WI spend on personal care products and services?
About $277M a year, or $1,101 per household. That is 10% above the U.S. average (an index of 110, where 100 is the U.S. average). Spread across the 282 spas and skin care studios on map listings, it comes to $982K per studio. That spending covers all personal care products and services, which spas and skin care studios share with other businesses in the trade. It is estimated from the incomes of the 251,529 households in Dane County and national spending patterns by income.
How does Dane County, WI compare with the U.S. for spas and skin care studios?
Dane County has 11.2 spas and skin care studios per 10,000 households, 3% below the U.S. rate of 11.5. Spending per studio is $982K, 12% above the U.S. figure of $876K. At the U.S. ratio of spas and skin care studios to household spending, Dane County would have about 316, against 282 on map listings. There is one business with payroll in the industry for every 3,493 households, against one for every 4,055 across the U.S. The official count rose 7.5% from 2019 to 2023, against +29.8% for the U.S.
How fast is Dane County, WI growing?
Population estimates put Dane County at 590,375 people in 2025, up 4.9% since 2020, faster than the U.S. (+3.1%). It has 251,529 households. The median household income in Dane County is $89,975 a year, 11% above the U.S. median of $80,734. That rose 21.8% from the 2015–2019 survey, 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. Dane County scores 55 for spas and skin care studios (upper middle), #710 of 1,769 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Dane County. 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.
How the score works · Top markets for spas and skin care studios · All 56 business types in Dane County
Screening a site or an acquisition in Dane 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 Dane 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.