Beauty and personal care · Small-town market · Wisconsin
Spas and skin care studios in the Watertown-Fort Atkinson, WI area
Competitor counts, household spending and official business counts for spas and skin care studios in the Watertown-Fort Atkinson, WI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 69 out of 100: Upper middle
Ranked #70 of 504 scored small-town markets
#3 of 11 scored small-town markets based in Wisconsin
- Listings
- 26
- 3 chain locations (12%)
- Official establishments
- 5
- Businesses with payroll, 2023
- Household spending a year
- $35.3M
- On personal care products and services · $1,013 a household
- Spending per listing
- $1.4M
- 55% above the U.S.
- Listings per 10k households
- 7.5
- 35% below the U.S.
- Population, 2025
- 86,505
- +0.3% since 2020
See the spas and skin care studios around any address in the Watertown-Fort Atkinson area
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 the Watertown-Fort Atkinson 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 personal care products and services in the Watertown-Fort Atkinson area comes to about $35.3M a year: $1,013 per household, in line with the U.S. average. That works out to $1.4M per studio, 55% above the U.S. figure of $876K. The spending figure covers all personal care products and services, not only spas and skin care studios.
There are 26 spas and skin care studios on map listings in the Watertown-Fort Atkinson area as of September 2026. 3 of them (12%) are chain locations, against 10% across the U.S. Per 10,000 households, that is 7.5, 35% below the U.S. rate of 11.5.
The official count of businesses with payroll classed as other personal care services in the Watertown-Fort Atkinson area was 5 in 2023. That is one for every 6,975 households, against one for every 4,055 across the U.S. Since fiscal 2022, 1 SBA-backed loan worth $452K has gone to businesses classed as other personal care services in the Watertown-Fort Atkinson area.
Between 2020 and 2025, the population of the Watertown-Fort Atkinson area grew 0.3%, slower than the U.S. (+3.1%). The Groundwork market score for spas and skin care studios in the Watertown-Fort Atkinson area is 69 (upper middle), #70 of 504 scored small-town markets and #3 of 11 scored small-town markets based in Wisconsin. That puts it in the top quarter of small-town markets.
How the Watertown-Fort Atkinson area 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 | Watertown-Fort Atkinson area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 7.5 | 9.7 | 11.5 |
| Spending per listing | $1.4M | $1M | $876K |
| Households per official establishment | 6,975 | 5,378 | 4,055 |
| Official establishment growth, 2019–2023 | n/a | +18.5% | +29.8% |
| Population growth, 2020–2025 | +0.3% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $1,013 | $1,007 | $1,005 |
| Median household income | $83,750 | $77,485 | $80,734 |
| Groundwork market score | 69 | 59 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 5
- Employees, 2023
- 12
- Annual payroll, 2023
- $155K
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 263 chain locations
- Listings at the U.S. rate for this spending
- 40The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $452K
SBA-backed loans to businesses classed as other personal care services in the Watertown-Fort Atkinson 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.
Population and households in the Watertown-Fort Atkinson area
- Population, 2025 estimate
- 86,505+0.3% since 2020
- Households
- 34,873
- Median age
- 42.2
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.0
- Land area
- 557 sq. mi.
- People per square mile
- 155
- Median household income
- $83,750+26.3% vs. 2015–2019, before inflation
- Average household income
- $100,082
- Median home value
- $274,100
- Jobs located here
- 34,853
- Daytime population
- 76,557Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Watertown-Fort Atkinson 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 spas and skin care studios on map listings by name and distance.
Or open the report at the center of the Watertown-Fort Atkinson area. 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 small-town markets in Wisconsin for spas and skin care studios, numbered among those based in Wisconsin (a market based in another state is listed without a number), with the Watertown-Fort Atkinson area marked.
Top small-town markets in Wisconsin
| 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 |
Other business types in the Watertown-Fort Atkinson 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
- Salons, barbers and spas50
- Hair salons41
- Barbershops83
- Nail salons68
- Spas and skin care69
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 the Watertown-Fort Atkinson, WI area?
As of September 2026, map listings count 26 spas and skin care studios in the Watertown-Fort Atkinson area. 3 of them (12%) are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 5 businesses with payroll classed as other personal care services in 2023.
How much do households in the Watertown-Fort Atkinson, WI area spend on personal care products and services?
About $35.3M a year, or $1,013 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 26 spas and skin care studios on map listings, it comes to $1.4M 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 34,873 households in the Watertown-Fort Atkinson area and national spending patterns by income.
How does the Watertown-Fort Atkinson, WI area compare with the U.S. for spas and skin care studios?
The Watertown-Fort Atkinson area has 7.5 spas and skin care studios per 10,000 households, 35% below the U.S. rate of 11.5. Spending per studio is $1.4M, 55% above the U.S. figure of $876K. At the U.S. ratio of spas and skin care studios to household spending, the Watertown-Fort Atkinson area would have about 40, against 26 on map listings. There is one business with payroll in the industry for every 6,975 households, against one for every 4,055 across the U.S.
How fast is the Watertown-Fort Atkinson, WI area growing?
Population estimates put the Watertown-Fort Atkinson area at 86,505 people in 2025, up 0.3% since 2020, slower than the U.S. (+3.1%). It has 34,873 households. The median household income in the Watertown-Fort Atkinson area is $83,750 a year, 4% above the U.S. median of $80,734. That rose 26.3% 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. 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 Watertown-Fort Atkinson area scores 69 for spas and skin care studios (upper middle), #70 of 504 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Watertown-Fort Atkinson area. 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 the Watertown-Fort Atkinson area
Screening a site or an acquisition in the Watertown-Fort Atkinson 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 Watertown-Fort Atkinson 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.