Beauty and personal care · Small-town market · Wisconsin
Spas and skin care studios in the Wisconsin Rapids-Marshfield, WI area
How the Wisconsin Rapids-Marshfield, WI area compares with other small-town markets and the U.S. for spas and skin care studios: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 56 out of 100: Upper middle
Ranked #191 of 504 scored small-town markets
#8 of 11 scored small-town markets based in Wisconsin
- Listings
- 32
- 4 chain locations (13%)
- Official establishments
- 3
- Businesses with payroll, 2023
- Household spending a year
- $29.8M
- On personal care products and services · $925 a household
- Spending per listing
- $932K
- 6% above the U.S.
- Listings per 10k households
- 9.9
- 14% below the U.S.
- Population, 2025
- 74,060
- −0.2% since 2020
See the spas and skin care studios around any address in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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
Map listings as of September 2026 show 32 spas and skin care studios in the Wisconsin Rapids-Marshfield area. Chain locations make up 13% of them, against 10% across the U.S. That comes to 9.9 for every 10,000 households, 14% below the U.S. rate of 11.5.
Households in the Wisconsin Rapids-Marshfield area spend about $29.8M a year on personal care products and services, or $925 per household, 8% below the U.S. average. That works out to $932K per studio, 6% 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 3 businesses with payroll in the Wisconsin Rapids-Marshfield area classed as other personal care services. That is one for every 10,751 households, against one for every 4,055 across the U.S.
Between 2020 and 2025, the population of the Wisconsin Rapids-Marshfield area declined 0.2%, against +3.1% for the U.S. The Wisconsin Rapids-Marshfield area scores 56 (upper middle) on the Groundwork market score for spas and skin care studios, ranking #191 of 504 scored small-town markets and #8 of 11 scored small-town markets based in Wisconsin.
How the Wisconsin Rapids-Marshfield 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 | Wisconsin Rapids-Marshfield area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 9.9 | 9.7 | 11.5 |
| Spending per listing | $932K | $1M | $876K |
| Households per official establishment | 10,751 | 5,378 | 4,055 |
| Official establishment growth, 2019–2023 | n/a | +18.5% | +29.8% |
| Population growth, 2020–2025 | −0.2% | +1.3% | +3.1% |
| Spending per household on personal care products and services | $925 | $1,007 | $1,005 |
| Median household income | $67,989 | $77,485 | $80,734 |
| Groundwork market score | 56 | 59 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 3
- Employees, 2023
- 11
- Annual payroll, 2023
- $268K
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 324 chain locations
- Listings at the U.S. rate for this spending
- 34The 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 the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield area
- Population, 2025 estimate
- 74,060−0.2% since 2020
- Households
- 32,253
- Median age
- 43.8
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 793 sq. mi.
- People per square mile
- 93
- Median household income
- $67,989+23.8% vs. 2015–2019, before inflation
- Average household income
- $86,117
- Median home value
- $175,600
- Jobs located here
- 37,937
- Daytime population
- 75,209Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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 spas41
- Hair salons38
- Barbershops
- Nail salons53
- Spas and skin care56
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 Wisconsin Rapids-Marshfield, WI area?
There are 32 spas and skin care studios on map listings in the Wisconsin Rapids-Marshfield area 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 3 businesses with payroll classed as other personal care services in 2023.
How much do households in the Wisconsin Rapids-Marshfield, WI area spend on personal care products and services?
About $29.8M a year, or $925 per household. That is 8% below the U.S. average (an index of 92, where 100 is the U.S. average). Spread across the 32 spas and skin care studios on map listings, it comes to $932K 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 32,253 households in the Wisconsin Rapids-Marshfield area and national spending patterns by income.
How does the Wisconsin Rapids-Marshfield, WI area compare with the U.S. for spas and skin care studios?
The Wisconsin Rapids-Marshfield area has 9.9 spas and skin care studios per 10,000 households, 14% below the U.S. rate of 11.5. Spending per studio is $932K, 6% above the U.S. figure of $876K. At the national ratio of spas and skin care studios to household spending, the Wisconsin Rapids-Marshfield area would have about 34, against 32 on map listings. There is one business with payroll in the industry for every 10,751 households, against one for every 4,055 across the U.S.
How fast is the Wisconsin Rapids-Marshfield, WI area growing?
Population estimates put the Wisconsin Rapids-Marshfield area at 74,060 people in 2025, down 0.2% since 2020, against +3.1% for the U.S. It has 32,253 households. Median household income in the Wisconsin Rapids-Marshfield area is $67,989, 16% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 23.8%, 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 Wisconsin Rapids-Marshfield area scores 56 for spas and skin care studios (upper middle), #191 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 Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield area
Screening a site or an acquisition in the Wisconsin Rapids-Marshfield 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 Wisconsin Rapids-Marshfield 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.