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

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AIO Frequency

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

Frequency Percentage
Frequency 30.5649991905
69.4350008095
30%

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 66
34
66%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 1%
Navigational 0%
Seasonal 0%
Local 9%
Problem Solving 4%

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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 51.26
groupon.com 19.1
crunch.com 3.84
24hourfitness.com 3.54
lafitness.com 2.76
hotspring.com 1.82
equinox.com 1.79
massageenvy.com 1.3
kalahariresorts.com 1.14
goldsgym.com 1.02
others 12.43
  • planetfitness.com - 51.26%
  • groupon.com - 19.1%
  • crunch.com - 3.84%
  • 24hourfitness.com - 3.54%
  • lafitness.com - 2.76%
  • hotspring.com - 1.82%
  • equinox.com - 1.79%
  • massageenvy.com - 1.3%
  • kalahariresorts.com - 1.14%
  • goldsgym.com - 1.02%
  • others - 12.43%

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In the PPC landscape, Planet Fitness dominates with 51.26% click share, followed by Groupon at 19.1%. Others collectively hold 12.43%, 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
Share of Spend - Last Month
Date planetfitness.com groupon.com crunch.com handandstone.com massageenvy.com goldsgym.com hkxsc-sauna.com 24hourfitness.com anytimefitness.com equinox.com
2026/05/01 62.08% 6.51% 1.74% 0.16% 0.04% 0.41% 2.62% 1.46% 1.3% 4.95%
2026/05/02 57.62% 1.59% 5.97% 0% 0% 1.2% 0% 5.42% 3.99% 8.5%
2026/05/03 46.54% 11.05% 3.81% 0% 0% 1.37% 0.02% 4.04% 1.23% 12.87%
2026/05/04 56.53% 12.19% 4.93% 0.05% 0% 0.89% 0.62% 0.96% 1.24% 6.59%
2026/05/05 48.24% 13.6% 1.97% 1.41% 0% 0.94% 0.01% 1.83% 1.54% 13.49%
2026/05/06 41.7% 19.19% 6.41% 2.38% 0% 1.19% 0.02% 0% 5.25% 4.62%
2026/05/07 51.67% 13.14% 1.7% 0.06% 0% 1.58% 0.12% 1.37% 3.27% 8.41%
2026/05/08 46.26% 16.29% 2.32% 0.06% 0% 1.21% 2.08% 3.32% 0.67% 4.07%
2026/05/09 36.11% 23.46% 1.86% 3.21% 0.8% 1.67% 0.03% 0.71% 0.75% 6.44%
2026/05/10 27.2% 20.71% 4.32% 2.27% 0% 3% 0% 0.75% 4.25% 12.14%
2026/05/11 32.13% 29.12% 7.44% 3.39% 2.92% 1.45% 1.66% 0.35% 0.41% 1.43%
2026/05/12 17.04% 54.65% 2.7% 2.41% 5.61% 0.22% 0.23% 0.83% 0.49% 3.36%
2026/05/13 25.46% 37.1% 10.35% 0.04% 0.8% 0% 1.85% 0.32% 4.79% 0.25%
2026/05/14 35.23% 32.44% 4.06% 0.91% 0.02% 0.42% 0.12% 2.53% 2.42% 0.7%
2026/05/15 46.24% 16.28% 2.32% 0.06% 0% 1.21% 2.08% 3.32% 0.67% 4.07%
2026/05/16 40.32% 28.72% 5.59% 0.54% 0.26% 0.9% 2.06% 0.65% 0.39% 0.42%
2026/05/17 31.47% 37.34% 4.62% 1.01% 0.1% 0.43% 1.25% 1.93% 1.77% 1.36%
2026/05/18 47.48% 17.13% 9.18% 0.02% 1.76% 2.62% 0.22% 4.11% 0.54% 1.82%
2026/05/19 34.37% 33.06% 0.18% 1.39% 0% 2.61% 0.22% 1.3% 1.99% 0.21%
2026/05/20 49.53% 15.21% 5.91% 0.05% 1.36% 0% 3.77% 1.05% 0.4% 0.27%
2026/05/21 35.52% 35.04% 3.32% 1.14% 0.02% 0.46% 3.23% 0.62% 2.82% 0.56%
2026/05/22 35.16% 38.31% 6.58% 0.08% 0.27% 1.64% 0.25% 0.99% 1.6% 0.23%
2026/05/23 31.55% 18.24% 5.87% 0.08% 0.01% 1.18% 2.81% 2.95% 0.64% 0.66%
2026/05/24 12.82% 20.77% 10.33% 0.06% 2.32% 7.52% 4.65% 1.87% 2.88% 0.8%
2026/05/25 30.17% 11.67% 12.32% 0.11% 5.5% 1.95% 2.64% 1.9% 2.27% 0.87%
2026/05/26 43.9% 23.06% 4.68% 0.14% 0.88% 0.65% 0.27% 3.57% 0.24% 1.09%
2026/05/27 50.1% 8.28% 0.24% 1.43% 0.04% 1.89% 2.18% 1.03% 4.8% 2.85%
2026/05/28 15.22% 34.47% 4.71% 0.38% 0.01% 1.43% 2.02% 2.6% 0.45% 1.02%
2026/05/29 37.89% 16.95% 3.11% 3.79% 9.48% 0.04% 1.47% 1.98% 0.42% 3.19%
2026/05/30 35.74% 38.57% 3.12% 0.14% 0.87% 0.58% 0.27% 0.08% 0.16% 0.04%
2026/05/31 30.76% 24.6% 6.71% 5.26% 5.14% 1.97% 1.15% 0.75% 0.01% 0%
  • planetfitness.com
  • groupon.com
  • crunch.com
  • handandstone.com
  • massageenvy.com
  • goldsgym.com
  • hkxsc-sauna.com
  • 24hourfitness.com
  • anytimefitness.com
  • equinox.com

Copyright © Adthena. All rights reserved.

Planet Fitness started May strong, peaking at 62.08% spend share, but ended at 30.76%. Groupon surged mid-month, reaching 54.65% on May 12. Crunch and Hand & Stone maintained low shares, while Massage Envy and Gold’s Gym showed sporadic spikes. Equinox and Anytime Fitness had fluctuating trends, with Equinox peaking early and Anytime Fitness showing a late-month rise.

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
2026/05/01 120
2026/05/02 121
2026/05/03 129
2026/05/04 122
2026/05/05 130
2026/05/06 131
2026/05/07 143
2026/05/08 131
2026/05/09 130
2026/05/10 140
2026/05/11 163
2026/05/12 177
2026/05/13 149
2026/05/14 157
2026/05/15 131
2026/05/16 151
2026/05/17 154
2026/05/18 146
2026/05/19 148
2026/05/20 152
2026/05/21 150
2026/05/22 162
2026/05/23 165
2026/05/24 166
2026/05/25 164
2026/05/26 185
2026/05/27 188
2026/05/28 168
2026/05/29 185
2026/05/30 189
2026/05/31 180

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May began with 120 advertisers, gradually increasing to 189 by month’s end. Mid-month fluctuations peaked at 177, with a notable rise in the final week, closing at 180.

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
massageenvy.com 1.05%
crunch.com 0.83%
hotspring.com 0.67%
groupon.com 0.57%
sunhomesaunas.com 0.47%
anytimefitness.com -0.41%
lafitness.com -0.49%
elementsmassage.com -0.56%
equinox.com -1.76%
planetfitness.com -2.84%

Copyright © Adthena. All rights reserved.

Massage Envy surged with a 1.05% click share increase, while Planet Fitness faced a 2.84% decline. Crunch and HotSpring also saw positive growth, contrasting Equinox’s drop.

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 groupon.com planetfitness.com handandstone.com massageenvy.com crunch.com lafitness.com 24hourfitness.com sunhomesaunas.com anytimefitness.com equinox.com
2026/05/01 10% 56.58% 0.17% 0.04% 1.25% 0% 1.33% 1.77% 0.75% 5.69%
2026/05/02 3.26% 57.82% 0% 0% 4.08% 0% 4.07% 0.5% 3.28% 8.71%
2026/05/03 12.33% 43.13% 0% 0% 2.83% 0% 5.43% 0.01% 0.68% 10.79%
2026/05/04 15.48% 50.07% 0.06% 0% 3.77% 0% 1.45% 0.09% 1.22% 6.71%
2026/05/05 19.63% 43.69% 1.59% 0% 0.99% 1.58% 1.92% 0% 1.11% 12.53%
2026/05/06 22.11% 36.93% 2.68% 0% 5.24% 6.8% 0% 0.59% 4.7% 3.57%
2026/05/07 16.18% 45.84% 0.17% 0% 1.16% 1.85% 2.5% 0.54% 2.94% 10.22%
2026/05/08 19.69% 41.99% 0.08% 0% 1.44% 1.61% 3.84% 0.98% 0.78% 3.79%
2026/05/09 29.5% 31.09% 4.11% 0.93% 0.93% 1.37% 0.51% 0% 0.63% 5.78%
2026/05/10 26.65% 24.07% 2.89% 0% 2.92% 3.78% 0.59% 0% 2.89% 9.23%
2026/05/11 37.1% 25.92% 3.84% 2.58% 7.32% 0% 0.54% 1.59% 0.24% 1.37%
2026/05/12 62.76% 11.76% 2.74% 5.7% 1.5% 0% 1.15% 0.13% 0.46% 2.1%
2026/05/13 47.48% 19.6% 0.02% 0.89% 8.01% 0% 0.6% 0.03% 4.71% 0.16%
2026/05/14 43.11% 26.63% 0.84% 0.02% 4.13% 0% 2.06% 0.01% 1.79% 0.64%
2026/05/15 19.69% 41.99% 0.08% 0% 1.44% 1.61% 3.84% 0.98% 0.78% 3.79%
2026/05/16 35.03% 28.15% 0.71% 0.24% 4.46% 0% 1.18% 3.31% 0.19% 0.28%
2026/05/17 48.06% 21.03% 1% 0.08% 3.32% 0% 1.98% 1.45% 1.3% 1.39%
2026/05/18 22.68% 40.68% 0.01% 2.86% 5.88% 2.13% 5.82% 0.03% 0.95% 1.96%
2026/05/19 44.75% 25.26% 1.28% 0% 0.14% 0% 1.71% 0.49% 1.53% 0.17%
2026/05/20 21.27% 42.76% 0.05% 1.64% 3.14% 0% 1.72% 5.28% 0.21% 0.19%
2026/05/21 42.92% 29.14% 1.14% 0.02% 2.05% 0% 0.5% 3.04% 2.22% 0.57%
2026/05/22 48.7% 27.7% 0.08% 0.26% 4.6% 1.46% 0.48% 0.34% 1.16% 0.15%
2026/05/23 23.26% 21.23% 0.05% 0.01% 3.86% 5.79% 3.2% 2.92% 0.41% 0.44%
2026/05/24 30.43% 9.15% 0.04% 2.44% 6.12% 1.64% 2.22% 2.15% 2.12% 0.53%
2026/05/25 16% 21.22% 0.08% 5.54% 10.81% 0.1% 2.22% 1.18% 1.2% 0.64%
2026/05/26 29.51% 34.21% 0.11% 1.33% 3.34% 0.19% 2.96% 0.25% 0.12% 1.1%
2026/05/27 11.03% 45.31% 2.3% 0.06% 0.13% 1.52% 0.6% 2.43% 8.38% 2.57%
2026/05/28 47.73% 10.89% 0.46% 0.01% 2.58% 3.93% 2.56% 2.89% 0.27% 0.7%
2026/05/29 19.01% 30.18% 4.74% 9.83% 2.41% 0% 2.07% 2.42% 0.23% 3.43%
2026/05/30 52.38% 25.1% 0.18% 0.84% 2.1% 1.62% 0.04% 1.7% 0.09% 0.02%
2026/05/31 31.11% 25.76% 7.12% 5.32% 3.11% 1.93% 1.37% 0.37% 0.02% 0%
  • groupon.com
  • planetfitness.com
  • handandstone.com
  • massageenvy.com
  • crunch.com
  • lafitness.com
  • 24hourfitness.com
  • sunhomesaunas.com
  • anytimefitness.com
  • equinox.com

Copyright © Adthena. All rights reserved.

Groupon’s impression share surged from 10.00% to 62.76% mid-month, then fluctuated, ending at 31.11%. Planet Fitness started strong at 56.58%, dipped to 11.76%, and closed at 25.76%. Hand and Stone’s share peaked at 7.12% on the last day. Massage Envy saw a peak of 9.83% on May 29. Crunch’s share varied, peaking at 10.81% on May 25. LA Fitness had a modest presence, peaking at 6.80%. 24 Hour Fitness fluctuated, peaking at 5.82% on May 18. Sun Home Saunas peaked at 5.28% on May 20. Anytime Fitness had a notable spike of 8.38% on May 27. Equinox started strong at 5.69%, peaking at 12.53% on May 5, then declined.

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. 1
    $1 Down + 1 Month Free - Memberships as low as $9.99/mo https://www.crunch.com

    Miles of Cardio, HIITZone, Tons of Free Weights, Benches, Platforms and More!

  2. 2
    It’s Not Fitness. It’s Life | $0 Initiation. Offer Ends Soon https://www.equinox.com

    Exclusive May Offer. Join Today for $0 Initiation. Offer Ends Soon. Find a Luxury Fitness Club Near...

  3. 3
    Full Body Massage Deals - Massage Specials in Your Area https://www.groupon.com › massages

    Relax with affordable massage deals near you. Book your massage and save...

  4. 4
    LA Fitness Join Today | New Year's Pricing is Back https://welcome.lafitness.com › join-today

    Build your routine with group classes, personal training, and modern amenities. New Year's Pricing is back! Join today with no initiation.

  5. 5
    Planet Fitness https://www.planetfitness.com › pf › memberships

    Planet Fitness Membership — Tons of Equipment, Clean & Spacious Clubs, Expert Guidance & Positive Culture of Respect. The...

Copyright © Adthena. All rights reserved.

In the competitive world of fitness and wellness, top advertisers like Crunch, Equinox, and LA Fitness captivate audiences with enticing offers. Crunch’s $1 down membership and Equinox’s luxury fitness promise highlight affordability and exclusivity. Meanwhile, Groupon and Planet Fitness emphasize relaxation and a positive culture, respectively.

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