US Hospitality Wellness & Recreation - PPC Market Share Analysis September 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.

Wellness & Recreation – US

Google AI Overview visibility for Hospitality Wellness & Recreation US

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

AIO Frequency

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

Frequency Percentage
Frequency 47.3813051601
52.6186948399
47%

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 62
38
62%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 0%
Navigational 3%
Seasonal 0%
Local 10%
Problem Solving 2%

Copyright © Adthena. All rights reserved.

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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
planetfitness.com 52.79
groupon.com 8.99
24hourfitness.com 6.06
crunch.com 3.94
equinox.com 3.29
thenowmassage.com 2.13
kalahariresorts.com 1.62
lafitness.com 1.35
booking.com 1.14
hotspring.com 1.12
others 17.57
  • planetfitness.com - 52.79%
  • groupon.com - 8.99%
  • 24hourfitness.com - 6.06%
  • crunch.com - 3.94%
  • equinox.com - 3.29%
  • thenowmassage.com - 2.13%
  • kalahariresorts.com - 1.62%
  • lafitness.com - 1.35%
  • booking.com - 1.14%
  • hotspring.com - 1.12%
  • others - 17.57%

Copyright © Adthena. All rights reserved.

Planet Fitness dominates with 52.79% click share, followed by Groupon at 8.99%. Others collectively hold 17.57%, 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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date planetfitness.com groupon.com thenowmassage.com equinox.com anytimefitness.com 24hourfitness.com crunch.com eosfitness.com puregym.com goldsgym.com
2026/09/01 31.13% 10.77% 5.12% 8.44% 1.93% 0.76% 5.08% 1.55% 4.67% 1.47%
2026/09/02 58.36% 8.1% 3.16% 5.86% 1.39% 0.42% 2.47% 0.62% 0.73% 0.53%
2026/09/03 61.98% 7.12% 1.28% 2.04% 1.07% 4.1% 5.48% 0.58% 1.86% 0.7%
2026/09/04 34% 7.37% 0.31% 5.62% 0.25% 0% 5.31% 0.89% 2.15% 15.96%
2026/09/05 49.78% 5.86% 0.01% 4.4% 3.4% 5.22% 2.69% 1.66% 2.07% 0.62%
2026/09/06 44.74% 14.81% 2.02% 3.99% 0.15% 0.7% 1.27% 2.22% 2.6% 0.26%
2026/09/07 37.71% 12.21% 1.69% 5.47% 1.52% 7.84% 1.92% 2.03% 0% 0.6%
2026/09/08 31.22% 18.42% 0.59% 5.73% 3.29% 2.77% 2.92% 0.58% 0.17% 0.66%
2026/09/09 36.71% 10.78% 4.78% 5.18% 0.64% 5.89% 3.43% 0.84% 0.13% 1.31%
2026/09/10 45.35% 8.67% 5.18% 1.94% 1.7% 6.33% 3.9% 0.63% 0.04% 0.58%
2026/09/11 43.04% 9.07% 1.5% 3.38% 2.2% 2.14% 3.85% 0.44% 1.58% 0.42%
2026/09/12 57.64% 6.92% 3.56% 1.72% 2.22% 0.57% 1.74% 1.31% 1.6% 0.56%
2026/09/13 40.06% 6.57% 2.5% 4.16% 1.14% 0.64% 4.84% 0.87% 1.88% 0.75%
2026/09/14 37.63% 15.14% 2.73% 4.91% 1.3% 0.51% 4.41% 2.36% 1.95% 0.88%
2026/09/15 42.73% 13.54% 1.31% 4.82% 2.72% 1.84% 0.82% 0.56% 0.53% 2.11%
2026/09/16 24.71% 11.43% 0.19% 9.38% 0.81% 3.81% 3.94% 1.87% 2.69% 2.54%
2026/09/17 2% 17.96% 9.61% 6.01% 1.03% 4.81% 7.48% 0.75% 1.74% 1.27%
2026/09/18 35.3% 5.99% 0.47% 4.57% 5.35% 2.45% 3.43% 2.83% 1.27% 0.61%
2026/09/19 14.34% 19.76% 7.19% 7.51% 0.06% 5.66% 1.59% 2.36% 0.55% 1.12%
2026/09/20 29.38% 6.87% 3.36% 5.78% 0.5% 4.82% 8.23% 5.31% 2.2% 1.36%
2026/09/21 13.09% 17.82% 3.3% 8.41% 0.35% 11.44% 3.78% 1.02% 6.74% 0.99%
2026/09/22 46.26% 8.9% 2.89% 6.42% 1.27% 4.13% 2.93% 2.34% 0.17% 0.78%
2026/09/23 57.96% 2.63% 2.7% 3.05% 0.51% 1.95% 1.62% 0.24% 2.43% 0.26%
2026/09/24 52.32% 8.64% 1.01% 4.93% 4.4% 5.19% 3.32% 0.26% 1.29% 0.12%
2026/09/25 7.02% 11.71% 5.73% 10.03% 0.64% 8.57% 3.85% 5.12% 0.1% 0.19%
2026/09/26 60.37% 4.43% 0.82% 4.57% 2.26% 1.57% 5.38% 0.08% 0.1% 2.53%
2026/09/27 50.46% 5.2% 1.15% 8.28% 2.01% 6.01% 7.6% 2.6% 1.32% 1.43%
2026/09/28 54.49% 5.06% 0.02% 8.61% 0.39% 5.95% 4.43% 1.81% 2.88% 0.43%
2026/09/29 45.01% 5.85% 0.1% 6.1% 6.29% 0.49% 5.78% 0.32% 0.65% 1.28%
2026/09/30 40.62% 15.94% 5.01% 4.35% 3.87% 3.71% 1.87% 1.62% 1.25% 0.65%
  • planetfitness.com
  • groupon.com
  • thenowmassage.com
  • equinox.com
  • anytimefitness.com
  • 24hourfitness.com
  • crunch.com
  • eosfitness.com
  • puregym.com
  • goldsgym.com

Copyright © Adthena. All rights reserved.

Planet Fitness dominated September with fluctuating spend, peaking at 61.98 on the 3rd. Groupon’s spend was steady, ending at 15.94. The Now Massage saw a spike on the 17th. Equinox and 24 Hour Fitness had consistent activity, while Gold’s Gym peaked on the 4th.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/09/01 120
2026/09/02 149
2026/09/03 147
2026/09/04 172
2026/09/05 164
2026/09/06 148
2026/09/07 143
2026/09/08 156
2026/09/09 169
2026/09/10 157
2026/09/11 166
2026/09/12 157
2026/09/13 161
2026/09/14 144
2026/09/15 148
2026/09/16 164
2026/09/17 156
2026/09/18 167
2026/09/19 152
2026/09/20 170
2026/09/21 149
2026/09/22 154
2026/09/23 156
2026/09/24 150
2026/09/25 146
2026/09/26 145
2026/09/27 127
2026/09/28 139
2026/09/29 143
2026/09/30 148

Copyright © Adthena. All rights reserved.

September saw a dynamic shift in advertisers, starting at 120 and peaking at 172. The month concluded with 148, reflecting a vibrant advertising landscape.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
24hourfitness.com 2.34%
lafitness.com 1.84%
equinox.com 1.38%
crunch.com 1.3%
kalahariresorts.com 0.68%
hotspring.com -0.59%
woodhousespas.com -0.65%
massageenvy.com -0.71%
groupon.com -1.13%
planetfitness.com -6.59%

Copyright © Adthena. All rights reserved.

In the past month, 24hourfitness.com surged with a 2.34% click share increase, while planetfitness.com faced a significant drop of 6.59%.

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.

Date groupon.com planetfitness.com thenowmassage.com equinox.com 24hourfitness.com anytimefitness.com eosfitness.com puregym.com crunch.com booking.com
2026/09/01 14.44% 19.47% 10.23% 11.03% 1.57% 1.67% 1.97% 6.67% 2.57% 2.87%
2026/09/02 16.53% 38.59% 8.2% 8.18% 0.81% 1.67% 0.89% 0.65% 1.32% 2.01%
2026/09/03 13.85% 45.86% 3.83% 2.9% 3.77% 1.03% 0.9% 2.69% 6.28% 1.67%
2026/09/04 15.97% 24.12% 0.43% 7.27% 0% 0.2% 1.25% 4.12% 3.42% 3.86%
2026/09/05 12.47% 38.96% 0.01% 5.22% 4.49% 2.81% 2.55% 3.61% 2.4% 2.47%
2026/09/06 23.75% 32.62% 4.84% 6.57% 1.55% 0.1% 3.92% 4.45% 1.22% 2.21%
2026/09/07 19.24% 25.3% 2.15% 6.88% 6.9% 2.21% 2.96% 0% 1.15% 2.76%
2026/09/08 26.39% 22.13% 0.83% 8.16% 2.41% 2.59% 0.66% 0.08% 1.38% 3.01%
2026/09/09 19.17% 23.54% 8.99% 5.59% 3.72% 0.7% 0.6% 0.06% 2.41% 2.1%
2026/09/10 14.01% 31.94% 11.75% 1.53% 3.63% 1.15% 0.98% 0.02% 3.55% 1.57%
2026/09/11 13.09% 31.05% 4.36% 4.97% 2.53% 1.35% 0.34% 2.61% 3.19% 1.56%
2026/09/12 11.96% 43.15% 8.58% 2.04% 0.69% 1.52% 1.73% 2.25% 1.34% 1.43%
2026/09/13 11.79% 27.98% 6.55% 3.31% 0.22% 0.96% 1.36% 2.69% 3.18% 2.58%
2026/09/14 22.66% 24.25% 5.8% 4.95% 0.91% 1.13% 3.18% 1.78% 3.35% 1.43%
2026/09/15 25.32% 28.78% 1.61% 5.99% 0.96% 3.78% 0.76% 0.54% 0.67% 1.93%
2026/09/16 18.88% 15.04% 0.23% 8.03% 3.82% 1.15% 2.55% 4.99% 3.07% 2.69%
2026/09/17 21.1% 1.53% 16.66% 3% 2.32% 1.31% 0.36% 1.32% 5.19% 1.91%
2026/09/18 8.61% 25.55% 0.67% 4.75% 2.25% 5.64% 4.04% 2.57% 2.28% 3.22%
2026/09/19 29.11% 6.3% 10.16% 7.63% 4.4% 0.04% 3.08% 0.22% 1.78% 1.27%
2026/09/20 10.1% 18.27% 4.04% 4% 3.91% 0.37% 7.44% 4.23% 6.96% 2.72%
2026/09/21 24.71% 8.83% 3.65% 8.28% 7.32% 0.26% 1.32% 9.68% 1.94% 1.87%
2026/09/22 11.96% 31.94% 3.77% 8.62% 3.61% 1.91% 3.56% 0.15% 1.97% 1.55%
2026/09/23 5.37% 44.28% 6.86% 2.66% 2.72% 0.91% 0.28% 3.91% 1.07% 2.05%
2026/09/24 12.87% 40.03% 1.42% 6.06% 4.57% 5.4% 0.35% 1.34% 2.15% 1.51%
2026/09/25 15.06% 3.08% 7.07% 11.4% 6.86% 0.5% 6.95% 0.12% 2.91% 1.89%
2026/09/26 6.87% 49.45% 1.25% 7.1% 1.64% 2.77% 0.09% 0.14% 3.78% 1.79%
2026/09/27 9.03% 37.2% 1.54% 12.02% 7.51% 2.12% 4.05% 2.78% 4.99% 1.87%
2026/09/28 7% 41.77% 0.04% 13.52% 5.8% 0.57% 2.99% 3.93% 2.87% 1.57%
2026/09/29 8.92% 30.62% 0.16% 7.64% 1.13% 5.62% 0.4% 0.42% 4.27% 2.73%
2026/09/30 28.81% 23.92% 10.28% 4.5% 3.92% 2.36% 2.07% 1.4% 1.37% 1.25%
  • groupon.com
  • planetfitness.com
  • thenowmassage.com
  • equinox.com
  • 24hourfitness.com
  • anytimefitness.com
  • eosfitness.com
  • puregym.com
  • crunch.com
  • booking.com

Copyright © Adthena. All rights reserved.

In September 2026, Groupon’s impression share fluctuated, peaking at 29.11% on the 19th. Planet Fitness saw highs and lows, ending at 23.92%. The Now Massage and Equinox had modest shares, while 24 Hour Fitness and Anytime Fitness remained low. PureGym and Crunch showed sporadic activity, with Booking.com maintaining a steady presence.

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.

Google Text Ad Copy Insights & Creative Trends for US Hospitality Wellness & Recreation - Last month
  1. 1
    Join Crunch Fitness | Free 3 Day Trial | You can Crunch with us https://info.crunch.com

    There’s no better time than now to kick-start your fitness routine. You can get a super-safe workout in a freshly sanitized gym!

  2. 2
    EōS Fitness - No Membership Dues 'Til Oct 23 https://www.eosfitness.com

    Join Today and Pay No Membership Dues Until Oct 23. Limited-Time Savings.

  3. 3
    Massage Near Me - Affordable Full Body Massage https://www.groupon.com › massages

    Find local massage discounts and enjoy a relaxing experience without the high...

  4. 4
    Planet Fitness https://www.planetfitness.com

    Memberships to fit your needs — Work out your way. Best-in-class equipment, 24-hour access, & a Judgement Free™ community.

  5. 5
    Find Your Nearest PureGym | Only $10 Join Fee https://www.puregym.com

    Start Today at PureGym With A $10 Join Fee & Get The Rest of the Month Free - Ends Soon! Premium Equipment, 24/7 Access + No-Commitment Plans. Find A PureGym Near You Today. 24/7 Access. Types: Cardio Equipment, Free Weights, Turf Training Area.

Copyright © Adthena. All rights reserved.

In the competitive world of fitness and wellness, top advertisers like Crunch Fitness and EōS Fitness entice with free trials and waived dues, while Groupon offers affordable massages. Planet Fitness and PureGym highlight flexibility and accessibility, emphasizing community and premium facilities.

Frequently Asked Questions

Customer Success Stories

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

Related reports