Case study · Fitness and wellness
Comparing three studio locations in different markets
An independent MarketGround analysis. The company is not named and is not a customer.
We analyzed ten-minute driving areas around three studios from the same boutique fitness brand in Denver, Scottsdale and Fort Worth. The comparison examined population, household characteristics and nearby fitness businesses.
The three catchments
Compare population and household characteristics
| Studio | Area | Residents | Daytime | Day / night | Median income | Median age | Degree or higher |
|---|---|---|---|---|---|---|---|
| Denver, Lower Highlands | 175.8 km² | 362,976 | 649,725 | 1.79× | $94,320 | 35.9 | 57% |
| North Scottsdale | 146.1 km² | 151,815 | 271,750 | 1.79× | $111,364 | 46.8 | 61% |
| Fort Worth | 176.7 km² | 258,853 | 392,295 | 1.52× | $69,624 | 36.5 | 39% |
Swipe the table sideways to see every column.
All locations use ten-minute driving areas on the road network. Source details are on the methodology page.
The driving areas were within 21 percent of one another in size. Denver had 362,976 residents, Scottsdale had 151,815 and Fort Worth had 258,853. Scottsdale had the highest median household income at $111,364 and the highest median age at 46.8. Fort Worth's median household income was $69,624. The figures describe different markets for the same studio format.
Saturation
Listed pilates and yoga studios per 1,000 residents
Listed pilates and yoga studios per resident within each driving area.
| Studio | Pilates | Yoga | Gyms and trainers | Pilates and yoga per 1,000 |
|---|---|---|---|---|
| Denver, Lower Highlands | 59 | 113 | 349 | 0.47 |
| North Scottsdale | 42 | 52 | 302 | 0.62 |
| Fort Worth | 23 | 26 | 193 | 0.19 |
Swipe the table sideways to see every column.
Counts of listed places carrying each category inside the same ten-minute driving areas.
Scottsdale had the highest concentration of listed pilates and yoga studios at 0.62 per 1,000 residents. Denver had 0.47 and Fort Worth had 0.19. Reviewing these measures alongside population and household income gives the comparison more context.
What it changed
Build a reference for future locations
Existing studios provide useful comparisons for new candidates. A potential area can be assessed against the population, income and fitness business density around each of these locations.
Combined age and sex tables allow a closer comparison with the brand's membership profile.
Questions
Questions people ask
Why compare studios the brand already operates?
Existing locations offer a reference that is directly relevant to the brand. Comparing studios in different markets helps identify demographic and business patterns to examine when evaluating another site.
Why does the size of the areas matter?
Driving areas vary with the road network. Reviewing their size alongside population and density helps explain why two areas contain different numbers of residents.
How is saturation measured?
Listed studios of the relevant category per 1,000 residents inside the same area. Counting studios alone tells you little, because a larger area naturally holds more of them.
Can I screen on the actual membership profile?
Yes. MarketGround estimates age and sex groups from combined Census tables for your selected area, so you can compare the groups relevant to your membership profile rather than relying on a median age.
About this analysis
MarketGround prepared this analysis independently using public data. The company did not commission or review the work and is described by its industry. The study does not imply an endorsement.
The methodology page describes the sources and calculations used in this analysis.
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