US Hospitality Wellness & Recreation - PPC Market Share Analysis February 2026

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.

Google AI Overview visibility for Hospitality Wellness & Recreation US

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	31.1272925244
	68.8727074756

31%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency	Percentage
Frequency	73
	27

73%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	3%
Transactional	0%
Navigational	1%
Seasonal	0%
Local	5%
Problem Solving	2%

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

Share of Clicks - Last month
Domain	Share of clicks
planetfitness.com	48.24
lafitness.com	15.36
groupon.com	7.05
24hourfitness.com	4.91
crunch.com	4.24
equinox.com	2.69
goldsgym.com	1.4
orangetheory.com	1.31
thenowmassage.com	1.21
elementsmassage.com	0.89
others	12.7

planetfitness.com - 48.24%
lafitness.com - 15.36%
groupon.com - 7.05%
24hourfitness.com - 4.91%
crunch.com - 4.24%
equinox.com - 2.69%
goldsgym.com - 1.4%
orangetheory.com - 1.31%
thenowmassage.com - 1.21%
elementsmassage.com - 0.89%
others - 12.7%

Planet Fitness dominates with 48.24% click share, followed by LA Fitness at 15.36%. Others collectively hold 12.7%, while Groupon captures 7.05%.

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

Share of Spend - Last Month
Date	planetfitness.com	groupon.com	equinox.com	lafitness.com	crunch.com	24hourfitness.com	orangetheory.com	eosfitness.com	puregym.com	thenowmassage.com
2026/02/01	46.43%	8.11%	4.74%	0%	2.42%	3.17%	2.65%	0.17%	1.73%	0.08%
2026/02/02	32.72%	2.12%	8.04%	2.89%	0.85%	12.57%	2.84%	8.78%	1.26%	0.02%
2026/02/03	23.28%	8.61%	9.32%	6.34%	2.65%	4.37%	11.79%	0.22%	1.85%	5.22%
2026/02/04	33.35%	13.43%	6.01%	4.29%	4.09%	2.14%	9.5%	0.31%	3.82%	3.09%
2026/02/05	29.28%	12.48%	4.47%	7.08%	3.29%	2.6%	8.57%	0.26%	2.74%	4.74%
2026/02/06	36.95%	7.86%	4.23%	7.24%	2.29%	1.82%	6.19%	0.74%	1.66%	2.67%
2026/02/07	34.16%	13.24%	4.54%	3.79%	1.98%	3.55%	2.17%	1.97%	0.17%	6.07%
2026/02/08	31.69%	12.73%	4.02%	8.36%	2.52%	1.06%	1.77%	5.15%	0.28%	1%
2026/02/09	35.9%	10.34%	5.08%	5.48%	5.83%	8.25%	6.79%	0.07%	3.29%	0%
2026/02/10	27.09%	22.89%	4.03%	9.85%	3.94%	5.94%	1.79%	0.41%	0.43%	0.05%
2026/02/11	32.57%	15.54%	5.67%	11.97%	2.97%	8.07%	2.74%	1.48%	0.56%	0.05%
2026/02/12	29.25%	12.45%	4.46%	7.1%	3.28%	2.59%	8.55%	0.29%	2.73%	4.75%
2026/02/13	36.83%	7.83%	4.22%	7.22%	2.28%	1.82%	6.16%	0.74%	1.66%	2.66%
2026/02/14	34.09%	13.21%	4.53%	3.78%	1.98%	3.55%	2.21%	1.96%	0.17%	6.05%
2026/02/15	31.6%	12.69%	4.01%	8.33%	2.52%	1.05%	1.76%	5.13%	0.28%	1%
2026/02/16	35.41%	10.2%	5.01%	5.41%	5.75%	8.14%	6.69%	0.07%	3.25%	0%
2026/02/17	48.02%	10.37%	6.21%	9.11%	6.41%	0.93%	0.15%	0%	6.21%	0%
2026/02/18	36.66%	8.36%	7.45%	6.07%	6.68%	9.63%	0.34%	0.04%	4.29%	0%
2026/02/19	34.53%	10.91%	3.22%	2.23%	8.22%	14.85%	0.49%	0.01%	1.17%	4.14%
2026/02/20	32.31%	6.71%	3.18%	16.68%	4.45%	5.75%	0.69%	1.19%	0%	0.14%
2026/02/21	45.6%	9.25%	2.86%	10.13%	2.95%	0.86%	0.69%	0.45%	1.97%	1.3%
2026/02/22	24.39%	13.96%	6.57%	12.52%	3.4%	0.14%	1.19%	1.35%	0.78%	6.8%
2026/02/23	32.49%	11.35%	7.54%	6.67%	3.8%	2.56%	1.08%	0.82%	0.57%	0.08%
2026/02/24	31.56%	15.99%	6.38%	1.94%	4.2%	10.49%	0.63%	2.07%	1.2%	0%
2026/02/25	32.91%	4.68%	7.99%	7.15%	1.01%	16.56%	0.22%	4.11%	0.09%	5.4%
2026/02/26	37.31%	11.31%	6.76%	8.45%	7.69%	2.87%	0.32%	0.46%	1.68%	0%
2026/02/27	36.52%	9.58%	11.97%	10.14%	5.53%	4.57%	0.35%	2.36%	0.66%	0.13%
2026/02/28	41.95%	10.37%	8.36%	8.3%	4.43%	1.27%	0.85%	0.41%	0.23%	0.04%

planetfitness.com
groupon.com
equinox.com
lafitness.com
crunch.com
24hourfitness.com
orangetheory.com
eosfitness.com
puregym.com
thenowmassage.com

Planet Fitness dominated February with fluctuating spend, peaking at 48.02% on the 17th. Groupon and Equinox showed varied trends, while LA Fitness surged mid-month. The month concluded with Planet Fitness leading, followed by Groupon.

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

Competitor Count - Last month
Date	Competitor Count
2026/02/01	146
2026/02/02	147
2026/02/03	172
2026/02/04	172
2026/02/05	169
2026/02/06	167
2026/02/07	164
2026/02/08	159
2026/02/09	164
2026/02/10	172
2026/02/11	159
2026/02/12	169
2026/02/13	167
2026/02/14	164
2026/02/15	159
2026/02/16	164
2026/02/17	101
2026/02/18	137
2026/02/19	146
2026/02/20	149
2026/02/21	145
2026/02/22	163
2026/02/23	153
2026/02/24	161
2026/02/25	142
2026/02/26	134
2026/02/27	146
2026/02/28	149

February began with 146 advertisers, peaking at 172 on the 3rd and 10th. A notable dip to 101 occurred on the 17th. The month concluded with 149 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

Market Loss & Market Gains - Last month
Name	Market Trend
lafitness.com	4.34%
crunch.com	1.06%
planetfitness.com	0.62%
visitmassageheights.com	0.33%
ymcaatlanta.org	0.3%
kalahariresorts.com	-0.37%
thenowmassage.com	-0.71%
24hourfitness.com	-0.96%
groupon.com	-1.05%
orangetheory.com	-1.7%

In the past month, LA Fitness surged with a 4.34% click share increase, while Crunch gained 1.06%. Orangetheory faced a decline of 1.7%, and Groupon dropped by 1.05%.

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	lafitness.com	equinox.com	crunch.com	24hourfitness.com	orangetheory.com	booking.com	puregym.com	thenowmassage.com
2026/02/01	43.23%	10.03%	0%	3.39%	2.63%	5.58%	3.14%	3.65%	1.79%	0.09%
2026/02/02	33.77%	2.29%	4.32%	7.61%	1.44%	9.77%	3.31%	0.2%	1.01%	0.02%
2026/02/03	21.7%	7.94%	7.24%	7.57%	2.73%	6.46%	13.34%	1.48%	1.44%	4.58%
2026/02/04	32.65%	14.44%	4.36%	5.35%	4.19%	1.82%	9.67%	2%	3.29%	2.84%
2026/02/05	27.77%	13.21%	7.48%	3.77%	2.9%	2.98%	8.69%	1.83%	2%	6.21%
2026/02/06	35.14%	8.93%	7.81%	3.94%	2.37%	1.56%	5.44%	1.87%	1.2%	2.36%
2026/02/07	33.77%	15.58%	4.16%	3.56%	2.21%	3.54%	2.53%	2.18%	0.12%	5.54%
2026/02/08	31.14%	15.05%	8.65%	3.22%	2.51%	2.5%	1.56%	2.34%	0.17%	0.99%
2026/02/09	33.57%	11.55%	6.9%	4.45%	5.91%	6.07%	7.32%	2.31%	2.99%	0%
2026/02/10	25.02%	25.44%	10.67%	2.87%	4.24%	4.76%	2.01%	1.73%	0.76%	0.05%
2026/02/11	30.57%	17.52%	13.61%	4.12%	3.41%	7.16%	3.29%	1.98%	0.36%	0.05%
2026/02/12	27.77%	13.21%	7.48%	3.77%	2.9%	2.98%	8.69%	1.83%	2%	6.21%
2026/02/13	35.14%	8.93%	7.81%	3.94%	2.37%	1.56%	5.44%	1.87%	1.2%	2.36%
2026/02/14	33.77%	15.58%	4.16%	3.56%	2.21%	3.54%	2.53%	2.18%	0.12%	5.54%
2026/02/15	31.14%	15.05%	8.65%	3.22%	2.51%	2.5%	1.56%	2.34%	0.17%	0.99%
2026/02/16	33.57%	11.55%	6.9%	4.45%	5.91%	6.07%	7.32%	2.31%	2.99%	0%
2026/02/17	48.16%	11.47%	7.49%	4.22%	6.61%	1.68%	0.15%	2.44%	7.04%	0%
2026/02/18	33.87%	9.74%	7.51%	6.88%	6.85%	8.85%	0.28%	1.25%	4.18%	0%
2026/02/19	34.27%	13.19%	2.76%	2.57%	7.57%	14.61%	0.43%	1.19%	0.83%	5.17%
2026/02/20	31.59%	6.91%	20.8%	2.25%	4.62%	4.78%	0.54%	1.42%	0%	0.1%
2026/02/21	43.1%	10.22%	12.36%	1.52%	3.21%	0.9%	0.47%	1.35%	1.43%	1.17%
2026/02/22	21.42%	15.38%	13.28%	6.02%	3.06%	0.29%	1.15%	1.06%	1.08%	5.59%
2026/02/23	30.37%	13.32%	7.3%	8.59%	3.93%	2.42%	1.06%	1.7%	0.39%	0.1%
2026/02/24	29.52%	17.67%	1.47%	6.17%	4.39%	10.57%	0.66%	1.31%	1.26%	0%
2026/02/25	33.15%	5.47%	7.48%	8.12%	1.06%	15.25%	0.16%	0.51%	0.05%	5.37%
2026/02/26	35.33%	13.08%	9.38%	6.55%	8.11%	5.89%	0.2%	1.35%	1.79%	0%
2026/02/27	34.13%	9.94%	12.97%	10.75%	6.16%	4.52%	0.22%	1.16%	0.72%	0.14%
2026/02/28	39.49%	11.81%	8.94%	8.2%	4.29%	1.16%	0.68%	0.65%	0.15%	0.04%

planetfitness.com
groupon.com
lafitness.com
equinox.com
crunch.com
24hourfitness.com
orangetheory.com
booking.com
puregym.com
thenowmassage.com

Planet Fitness dominated February with fluctuating impressions, peaking at 48.16% on the 17th. Groupon and LA Fitness showed moderate activity, while Equinox and Crunch had consistent low shares. The month ended with Planet Fitness leading.

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

1
Try 24 Hour Fitness For Free https://www.24hourfitness.com
Get Your 3-Day Free Pass — Workouts That Fit you at 24 Hour Fitness. Your Workouts. Your Wins. Get A Free 3-Day Pass.
2
It’s Not Fitness. It’s Life - Limited Time $0 Initiation https://www.equinox.com
Invest in Yourself. Join today with $0 initiation. Offer ends soon.
3
Full Body Massage Deals | Massage Near Me https://www.groupon.com › massages
Relax with affordable massage deals near you. Book your massage and save...
4
LA Fitness New Year Offer - New Year Offer is Live https://www.lafitness.com
Start the New Year with confidence. Join today for a special New Year Offer.
5
Planet Fitness https://www.planetfitness.com
Planet Fitness Membership — Tons of Equipment, Clean & Spacious Clubs, Expert Guidance & Positive Culture of Respect. The...

In the competitive world of fitness and wellness, top advertisers like 24 Hour Fitness, Equinox, and LA Fitness captivate audiences with enticing offers. Themes of free trials, zero initiation fees, and New Year promotions dominate, promising personalized workouts, life investments, and confidence boosts.

Frequently Asked Questions

Why is the US Hospitality Wellness & Recreation February 2026 Report useful and how should I use it?

Why is the US Hospitality Wellness & Recreation February 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the US Hospitality Wellness & Recreation February 2026 Report
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How often is the data updated?

Data within the US Hospitality Wellness & Recreation February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
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We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
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The US Hospitality Wellness & Recreation February 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The US Hospitality Wellness & Recreation February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this US Hospitality Wellness & Recreation February 2026 Report for?

The US Hospitality Wellness & Recreation February 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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AIO Frequency

Complex Query Frequency

Search Intent Distribution

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

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

Competitor Count for US Hospitality Wellness & Recreation

Market Loss & Market Gains for US Hospitality Wellness & Recreation

US Hospitality Wellness & Recreation Share of Impressions

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

Frequently Asked Questions

Why is the US Hospitality Wellness & Recreation February 2026 Report useful and how should I use it?

Why is the US Hospitality Wellness & Recreation February 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Hospitality Wellness & Recreation February 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Hospitality Wellness & Recreation February 2026 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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