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US Hospitality Wellness & Recreation - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Wellness & Recreation category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Hospitality Wellness & Recreation brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain Share of clicks
planetfitness.com 53.81
groupon.com 14.06
lafitness.com 7.89
equinox.com 2.33
goldsgym.com 1.74
24hourfitness.com 1.68
elementsmassage.com 1.3
crunch.com 1.11
eosfitness.com 1.03
hotspring.com 0.93
others 14.12

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Planet Fitness dominates with 53.81% click share, followed by Groupon at 14.06%. ‘Others’ collectively hold 14.12%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 US Hospitality Wellness & Recreation brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last Month
Date planetfitness.com groupon.com equinox.com eosfitness.com goldsgym.com crunch.com elementsmassage.com 24hourfitness.com lafitness.com vasafitness.com
2025/05/01 48.3% 9.15% 6.83% 0.95% 1.41% 4.72% 0.89% 2.42% 1.57% 0%
2025/05/02 38.21% 15.08% 8.69% 4.3% 5.25% 3.08% 0.42% 0% 2.67% 0.01%
2025/05/03 36.27% 13.97% 6.3% 5.75% 4.3% 2.65% 1.17% 4.45% 0.67% 1.97%
2025/05/04 48.61% 12.53% 7.25% 2.28% 2.66% 0.05% 2.02% 0.01% 2.61% 0.3%
2025/05/05 31.96% 20.42% 10.03% 4.86% 4.62% 3.01% 0.51% 0.05% 0.06% 0.17%
2025/05/06 50.06% 9.76% 12.88% 0.24% 0.68% 2.22% 0.4% 0% 5.62% 0%
2025/05/07 42.02% 16.48% 4.79% 2.18% 0.84% 1.13% 0.47% 0% 3.16% 0%
2025/05/08 30.3% 20.15% 5.7% 0.11% 1.17% 1.34% 0.39% 0% 1.15% 14.92%
2025/05/09 29.36% 22.11% 5.29% 3.13% 1.28% 2.34% 0.21% 3.73% 0.13% 12.33%
2025/05/10 33.36% 29.81% 3.11% 4.72% 0.9% 2.37% 0.16% 0.02% 2.55% 0.05%
2025/05/11 34.24% 30.78% 1.34% 1.13% 0.97% 0.28% 0.8% 0.09% 0.03% 0.43%
2025/05/12 27.1% 32.8% 4.28% 1.55% 1.17% 0.01% 0.32% 2.94% 1.26% 1.69%
2025/05/13 29.55% 30.57% 3.16% 1.19% 1.14% 1.55% 0.23% 5.98% 1.91% 0.1%
2025/05/14 40.81% 19.3% 4.73% 0.4% 1.95% 6.83% 1.04% 0.93% 2.38% 1.06%
2025/05/15 35.38% 21.86% 3.19% 1.74% 2.66% 1.35% 0.28% 0.45% 3.38% 0.04%
2025/05/16 41.56% 15.6% 2.03% 3.89% 0.81% 3.71% 1.59% 0.08% 2.77% 2.34%
2025/05/17 33.92% 14.01% 2.42% 3.53% 2.3% 2.76% 1.73% 5.78% 2.45% 0%
2025/05/18 36.72% 12.32% 3.6% 5.21% 2.72% 0.54% 0.36% 6.01% 0.12% 2.31%
2025/05/19 42.89% 11.09% 6.98% 4.92% 1.44% 1.78% 0.41% 0.01% 1.56% 1.32%
2025/05/20 47.68% 14.15% 4.26% 1.94% 1.37% 1.84% 1.96% 2.46% 0.91% 0.07%
2025/05/21 38.68% 23.37% 3.44% 1.05% 1.03% 0.01% 0.71% 0.15% 2.62% 0.02%
2025/05/22 34.39% 16.02% 4.93% 1.36% 0.54% 1.35% 2.63% 3.74% 1.11% 0.01%
2025/05/23 39.96% 15.28% 6.09% 3.4% 0.97% 0.68% 5.65% 2.11% 1.68% 0.02%
2025/05/24 38.32% 11.63% 3.77% 2.99% 0.42% 0.52% 5.78% 4.54% 0.92% 2.45%
2025/05/25 30.62% 16.54% 2.89% 1.32% 1.57% 1.68% 1.31% 7.16% 1.35% 0%
2025/05/26 32.9% 23.33% 8.06% 5.85% 0.79% 1.87% 0.84% 0.32% 2.32% 0.05%
2025/05/27 48.74% 11.14% 6.87% 3.78% 1.19% 1.68% 1.43% 0.73% 0.04% 0%
2025/05/28 37.72% 19.41% 2.59% 2.24% 1.78% 2.71% 0.28% 0.39% 3.15% 2.03%
2025/05/29 42.64% 15.93% 4.84% 0.96% 1.59% 0.62% 1.48% 3.52% 5.65% 0.03%
2025/05/30 32.12% 18.96% 8.97% 4.12% 0.83% 3.08% 2.78% 0.03% 0.38% 0%
2025/05/31 45.66% 12.06% 6.43% 4.43% 3.12% 2.13% 0.26% 0.04% 0.04% 0.02%

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Planet Fitness dominated May with fluctuating spend shares, peaking at 50.06%. Groupon surged mid-month, reaching 32.8%. Equinox and EOS Fitness showed modest gains, while Gold’s Gym and Crunch had minimal impact. The month concluded with Planet Fitness leading.

Market Exposure

Competitor Count for US Hospitality Wellness & Recreation

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

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Competitor Count - Last month
Date Competitor Count
2025/05/01 171
2025/05/02 212
2025/05/03 224
2025/05/04 209
2025/05/05 200
2025/05/06 193
2025/05/07 219
2025/05/08 210
2025/05/09 208
2025/05/10 212
2025/05/11 209
2025/05/12 191
2025/05/13 196
2025/05/14 224
2025/05/15 207
2025/05/16 222
2025/05/17 212
2025/05/18 223
2025/05/19 223
2025/05/20 192
2025/05/21 202
2025/05/22 211
2025/05/23 210
2025/05/24 210
2025/05/25 208
2025/05/26 195
2025/05/27 209
2025/05/28 210
2025/05/29 188
2025/05/30 186
2025/05/31 189

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May began with 171 advertisers, peaking at 224 mid-month. Fluctuations followed, ending with 189 advertisers.

Campaign Efficiency

Market Loss & Market Gains for US Hospitality Wellness & Recreation

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name Market Trend
planetfitness.com 4.84%
massageenvy.com 1.76%
24hourfitness.com 0.79%
elementsmassage.com 0.7%
silentmomentspa.com 0.43%
woodhousespas.com -0.36%
vasafitness.com -0.41%
planetfitness.ca -0.44%
lafitness.com -2.71%
groupon.com -5.22%

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Groupon.com saw a significant drop of 5.22%, while planetfitness.com surged by 4.84%. Massageenvy.com gained 1.76%, contrasting with lafitness.com’s 2.71% decline.

Campaign Efficiency

US Hospitality Wellness & Recreation Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date planetfitness.com groupon.com equinox.com eosfitness.com goldsgym.com activeandfitdirect.com hkxsc-sauna.com crunch.com elementsmassage.com lafitness.com
2025/05/01 43.19% 12.39% 5.32% 1.19% 0.78% 3.37% 1.28% 3.88% 1.48% 2.9%
2025/05/02 32.78% 16.22% 6.3% 3.96% 3.9% 2.2% 2.98% 2.5% 0.52% 6.63%
2025/05/03 33.7% 15.37% 5.35% 5.18% 3.57% 0.56% 2.01% 1.83% 1.61% 1.51%
2025/05/04 42.89% 13.89% 4.88% 2.43% 1.97% 0.02% 1.53% 0.04% 2.71% 5.64%
2025/05/05 25.46% 27.77% 7.04% 3.93% 3.68% 0.02% 1.17% 3.56% 0.63% 0.04%
2025/05/06 44.3% 11.94% 9.68% 0.31% 0.53% 2.15% 1.56% 1.75% 0.5% 9.76%
2025/05/07 36.26% 19.85% 3.76% 1.75% 0.72% 1.92% 1.16% 0.63% 0.57% 6.02%
2025/05/08 26.03% 29.62% 4.94% 0.07% 1% 2.06% 1.4% 1.31% 0.57% 2.48%
2025/05/09 26.49% 31.47% 4.09% 3.41% 1.08% 0.91% 1.31% 1.67% 0.29% 0.08%
2025/05/10 25.82% 37.38% 2.12% 4.07% 0.64% 1.46% 1.22% 1.39% 0.19% 5.52%
2025/05/11 25.04% 40.65% 0.89% 0.94% 0.72% 1.79% 0.92% 0.34% 1.02% 0.02%
2025/05/12 20.82% 39.42% 2.95% 1.69% 0.73% 1.59% 0.91% 0.01% 0.39% 2.7%
2025/05/13 22.33% 41.36% 2.13% 1.08% 0.83% 1.22% 1.33% 0.8% 0.28% 3.39%
2025/05/14 34.1% 23.27% 3.11% 0.33% 1.44% 0.59% 0.86% 6.89% 1.29% 4.12%
2025/05/15 26.48% 26.69% 2.13% 1.74% 1.86% 0.23% 1.37% 0.95% 0.32% 7.32%
2025/05/16 32.56% 17.8% 1.59% 3.44% 0.58% 2.22% 1.79% 2.73% 1.89% 4.75%
2025/05/17 27.62% 15.88% 3.04% 3.13% 1.8% 1.57% 1.05% 2.23% 2.27% 5.27%
2025/05/18 29.86% 17.79% 3.18% 4.93% 2.25% 2.43% 2.02% 0.55% 0.49% 0.25%
2025/05/19 34.13% 15.27% 5.42% 3.84% 1.06% 2.47% 1.9% 1.28% 0.52% 2.79%
2025/05/20 43.26% 16.16% 3.71% 2.23% 1.1% 1.15% 2.6% 1.08% 2.72% 1.8%
2025/05/21 29.75% 26.98% 1.9% 1.03% 0.68% 0.91% 1.4% 0.01% 0.85% 5.07%
2025/05/22 30.45% 17.98% 4.13% 1.58% 0.47% 0.14% 1.71% 0.95% 3.31% 2.6%
2025/05/23 32.05% 19.96% 3.67% 3.38% 0.67% 0.41% 2.1% 0.9% 7.25% 2.67%
2025/05/24 32.7% 14.59% 2.49% 2.93% 0.4% 0.9% 1.5% 0.3% 7.25% 1.85%
2025/05/25 23.69% 19.26% 2.57% 1.41% 1.13% 0.02% 2.15% 1.32% 1.61% 2.98%
2025/05/26 24.73% 29.44% 6.32% 4.86% 0.56% 0.5% 0.98% 1.09% 1.08% 4.72%
2025/05/27 42.11% 14.01% 5.45% 3.8% 0.91% 1.22% 1.34% 1.57% 1.92% 0.01%
2025/05/28 29.84% 21.79% 1.74% 2.21% 1.22% 0.89% 1.42% 1.65% 0.31% 5.1%
2025/05/29 34.44% 18.31% 3.04% 1.08% 1.36% 0.13% 1.41% 0.45% 1.9% 11.95%
2025/05/30 25.77% 24.35% 5.44% 3.65% 0.76% 2.77% 1.04% 2.41% 3.91% 1.28%
2025/05/31 40.6% 16.06% 5.21% 3.98% 2.29% 2.02% 1.59% 1.51% 0.33% 0.02%

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Planet Fitness led May with fluctuating impressions, peaking at 44.30%. Groupon surged mid-month, reaching 41.36%. Equinox and EOS Fitness showed modest gains. LA Fitness spiked late, closing at 11.95%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Hospitality Wellness & Recreation

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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  1. 1
    Come Workout With Us - $0 Initiation. Offer Ends Soon https://www.equinox.com

    Exclusive May Offer. Join Today for $0 Initiation. Offer Ends Soon. A Temple of Well-Being...

  2. 2
    Groupon: Day Spas & Salons Near You | Groupon: Beauty & Spas https://www.groupon.com

    Save up to 70% on Beauty & Spa deals from Groupon. Find the best discounts near you today. Groupon Is A Global Marketplace For Local Services, Experiences, And Goods.

  3. 3
    Kalahari Resorts in Poconos https://www.kalahariresorts.com

    Family Resort & Waterparks — Plan Your Adventure Close to Home at Kalahari Resorts, Where There's Space to Play & Stay. Thrilling Waterslides, World Class Spa & Premier...

  4. 4
    Voted The Best Gym https://www.orangetheory.com

    The Ultimate Complete Workout — The All-in-One Total Body Workout. Get Fit & Build Muscle. Book Your First Class Free. Personalized Fitness In A Group Setting. Book Your First Class For Free. More Than A Gym.

  5. 5
    Gym Membership - Half Off Join Fees Now https://www.ymcaatlanta.org

    At the YMCA, enjoy our state-of-the-art pools, swim classes, & loads of fun for all ages. Join the...

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In the competitive world of wellness and recreation, Equinox entices with a $0 initiation offer, while Groupon lures with up to 70% savings on beauty and spa deals. Kalahari Resorts promises family adventures, Orangetheory offers a free first class, and YMCA highlights half-off join fees. Each ad uniquely targets fitness and relaxation seekers.

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