Beauty and personal care · County · Wisconsin
Spas and skin care studios in Portage County, WI
The spas and skin care studios in Portage County, WI, the household spending behind them and how the market ranks against other counties.
Groundwork market score · out of 100
Score 53 out of 100: Upper middle
Ranked #780 of 1,769 scored counties
#32 of 51 scored counties in Wisconsin
- Listings
- 31
- 4 chain locations (13%)
- Official establishments
- 6
- Businesses with payroll, 2023
- Household spending a year
- $29.2M
- On personal care products and services · $985 a household
- Spending per listing
- $943K
- 8% above the U.S.
- Listings per 10k households
- 10.4
- 10% below the U.S.
- Population, 2025
- 71,943
- +2.2% since 2020
See the spas and skin care studios around any address in Portage 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 Portage 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 31 spas and skin care studios in Portage County. Of those, 4 are chain locations, or 13%, against 10% across the U.S. That comes to 10.4 for every 10,000 households, 10% below the U.S. rate of 11.5.
Household spending on personal care products and services in Portage County comes to about $29.2M a year: $985 per household, 2% below the U.S. average. Spread across 31 spas and skin care studios, that is $943K per studio, 8% 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.
In 2023, official counts showed 6 businesses with payroll in Portage County classed as other personal care services. That is one for every 4,947 households, against one for every 4,055 across the U.S.
Population estimates put the population change in Portage County from 2020 to 2025 at +2.2%, slower than the U.S. (+3.1%). For spas and skin care studios, Portage County has a Groundwork market score of 53 (upper middle): #780 of 1,769 scored counties and #32 of 51 scored counties in Wisconsin.
How Portage 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 | Portage County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 10.4 | 9.7 | 11.5 |
| Spending per listing | $943K | $1M | $876K |
| Households per official establishment | 4,947 | 5,378 | 4,055 |
| Official establishment growth, 2019–2023 | n/a | +18.5% | +29.8% |
| Population growth, 2020–2025 | +2.2% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $985 | $1,007 | $1,005 |
| Median household income | $76,070 | $77,485 | $80,734 |
| Groundwork market score | 53 | 59 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 7 → 6
- Employees, 2023
- 35
- Annual payroll, 2023
- $809K
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 314 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 other personal care services in Portage 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 Portage County
- Population, 2025 estimate
- 71,943+2.2% since 2020
- Households
- 29,679
- Median age
- 40.0
- Homes lived in by their owners
- 70%
- Vehicles per household
- 2.0
- Land area
- 801 sq. mi.
- People per square mile
- 88
- Median household income
- $76,070+29.3% vs. 2015–2019, before inflation
- Average household income
- $94,142
- Median home value
- $243,100
- Jobs located here
- 33,759
- Daytime population
- 69,944Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Portage 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 Portage 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 Portage 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 |
| 32Portage County, WI | 53 | 31 | 10.4 | $943K | +2.2% | #780 of 1,769 |
Other business types in Portage 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 spas48
- Hair salons48
- Barbershops60
- Nail salons56
- Spas and skin care53
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 Portage County, WI?
There are 31 spas and skin care studios on map listings in Portage County as of September 2026. 4 of them (13%) are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 6 businesses with payroll classed as other personal care services in 2023.
How much do households in Portage County, WI spend on personal care products and services?
About $29.2M a year, or $985 per household. That is 2% below the U.S. average (an index of 98, where 100 is the U.S. average). Spread across the 31 spas and skin care studios on map listings, it comes to $943K 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 29,679 households in Portage County and national spending patterns by income.
How does Portage County, WI compare with the U.S. for spas and skin care studios?
Portage County has 10.4 spas and skin care studios per 10,000 households, 10% below the U.S. rate of 11.5. Spending per studio is $943K, 8% above the U.S. figure of $876K. At the national ratio of spas and skin care studios to household spending, Portage County would have about 33, against 31 on map listings. There is one business with payroll in the industry for every 4,947 households, against one for every 4,055 across the U.S.
How fast is Portage County, WI growing?
Population estimates put Portage County at 71,943 people in 2025, up 2.2% since 2020, slower than the U.S. (+3.1%). It has 29,679 households. Median household income in Portage County is $76,070, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.3%, 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. 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. Portage County scores 53 for spas and skin care studios (upper middle), #780 of 1,769 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Portage 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 Portage County
Screening a site or an acquisition in Portage 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 Portage 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.