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US Hospitality Wellness & Recreation - PPC Market Share Analysis July 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 44.4982787199
55.5017212801
44%

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 64
36
64%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 4%
Transactional 0%
Navigational 1%
Seasonal 0%
Local 15%
Problem Solving 2%

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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 55.22
groupon.com 12.4
24hourfitness.com 5.45
crunch.com 3.94
equinox.com 2.56
handandstone.com 1.39
hotspring.com 1.25
thenowmassage.com 1.12
elementsmassage.com 1.1
lafitness.com 1.08
others 14.49
  • planetfitness.com - 55.22%
  • groupon.com - 12.4%
  • 24hourfitness.com - 5.45%
  • crunch.com - 3.94%
  • equinox.com - 2.56%
  • handandstone.com - 1.39%
  • hotspring.com - 1.25%
  • thenowmassage.com - 1.12%
  • elementsmassage.com - 1.1%
  • lafitness.com - 1.08%
  • others - 14.49%

Copyright © Adthena. All rights reserved.

In the PPC landscape, Planet Fitness dominates with 55.22% click share, overshadowing Groupon’s 12.4%. Meanwhile, ‘others’ collectively hold 14.49%, highlighting 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 groupon.com crunch.com equinox.com 24hourfitness.com planetfitness.com puregym.com anytimefitness.com thenowmassage.com eosfitness.com handandstone.com
2026/07/01 24.64% 1.13% 6.79% 0.55% 27.83% 0.08% 0.55% 0.03% 2.79% 11.85%
2026/07/02 12.41% 9.03% 10.37% 0.5% 34.92% 0.07% 2.25% 0.03% 3.67% 0.13%
2026/07/03 12.66% 3.04% 5.09% 1.74% 31.88% 0.77% 4.41% 5.01% 0.12% 8.29%
2026/07/04 12.72% 5.22% 6.63% 1.56% 36.77% 4.68% 0.14% 9.9% 1.01% 1.05%
2026/07/05 13.96% 4.66% 4.4% 0.09% 38.48% 2.61% 1.58% 2.46% 0.23% 3.58%
2026/07/06 19.85% 4.67% 10.04% 0.98% 29.72% 0.23% 3.52% 0.77% 2.77% 0.1%
2026/07/07 16.46% 2.82% 5.66% 1.13% 44.81% 2.37% 0.89% 0.31% 0.37% 6.91%
2026/07/08 8.5% 0.83% 3.04% 1.92% 60.12% 1.44% 3.79% 0% 0.31% 6.02%
2026/07/09 39.58% 0% 1.63% 0.86% 16.48% 2.45% 0.13% 0.1% 0.37% 0.89%
2026/07/10 32.41% 3.01% 4.52% 1.85% 32.39% 1.72% 0.26% 0.06% 0.32% 0.08%
2026/07/11 24.49% 4.26% 4.57% 2.03% 42.48% 2.94% 0.4% 1.82% 0.27% 0.04%
2026/07/12 13.78% 4.05% 2.66% 4.73% 46.44% 0% 0.02% 1.19% 3.12% 4.69%
2026/07/13 17.4% 0% 6.77% 5.03% 40.13% 2.12% 0.94% 1.58% 4.64% 0.96%
2026/07/14 18.02% 5.92% 3.3% 1.16% 36.27% 1.99% 0.62% 4.13% 0.8% 3.58%
2026/07/15 11.65% 12.51% 0.8% 2.55% 21.19% 3.79% 3.07% 0.09% 4.03% 0.18%
2026/07/16 8.63% 2.4% 5.81% 4.33% 53.05% 1.49% 0.12% 0.62% 0.11% 1.27%
2026/07/17 1.82% 2.09% 1.86% 0.14% 71.62% 2.26% 4.37% 0.02% 0.31% 0.01%
2026/07/18 6.34% 3.35% 6.94% 6.38% 52.56% 0.09% 0.2% 0% 1.73% 0.11%
2026/07/19 7.68% 0% 9.08% 5.92% 50.49% 2.32% 0.31% 0.18% 1.77% 0.02%
2026/07/20 7.69% 6.82% 9.92% 12.52% 31.8% 5% 2.15% 0.05% 6.42% 0.09%
2026/07/21 17.4% 5.71% 3.18% 1.12% 35.02% 1.92% 0.6% 3.98% 0.78% 3.46%
2026/07/22 9.77% 3.49% 4.97% 5.55% 54.6% 0.27% 1.18% 0.03% 1.88% 0.1%
2026/07/23 19.4% 7.37% 4.59% 1.74% 30.76% 5.37% 2.14% 0% 4.37% 0.23%
2026/07/24 9.31% 1.91% 2.31% 2.47% 59.37% 1.41% 1.82% 0.01% 2.51% 2.45%
2026/07/25 14.64% 1.41% 1.79% 2.55% 55.24% 0.59% 4.15% 2.94% 1.26% 0.26%
2026/07/26 15.42% 3.77% 9.71% 6.68% 32.03% 3.44% 0.03% 1.2% 0.95% 3.51%
2026/07/27 11.27% 5.32% 2.66% 1.83% 55.92% 0.95% 0.12% 0% 0.2% 4.41%
2026/07/28 25.78% 8.79% 7.82% 4.23% 26.34% 1.55% 1.23% 0.04% 2.49% 0.04%
2026/07/29 14.42% 8.92% 3.5% 4.7% 39.52% 2.63% 0.09% 3.48% 1.21% 0.14%
2026/07/30 17.87% 3.12% 5.09% 2.52% 53.78% 0.48% 0.11% 0.01% 0.48% 3.63%
2026/07/31 22.64% 8.18% 8.16% 5% 2.08% 1.94% 1.45% 0.61% 0.34% 0.21%
  • groupon.com
  • crunch.com
  • equinox.com
  • 24hourfitness.com
  • planetfitness.com
  • puregym.com
  • anytimefitness.com
  • thenowmassage.com
  • eosfitness.com
  • handandstone.com

Copyright © Adthena. All rights reserved.

In July 2026, Groupon’s PPC spend fluctuated, peaking at 39.58% on July 9. Planet Fitness dominated, reaching 71.62% on July 17. By month’s end, Groupon stabilized at 22.64%, while Planet Fitness dropped to 2.08%.

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
2026/07/01 142
2026/07/02 154
2026/07/03 151
2026/07/04 156
2026/07/05 157
2026/07/06 131
2026/07/07 113
2026/07/08 131
2026/07/09 120
2026/07/10 163
2026/07/11 147
2026/07/12 152
2026/07/13 139
2026/07/14 129
2026/07/15 122
2026/07/16 138
2026/07/17 118
2026/07/18 111
2026/07/19 119
2026/07/20 118
2026/07/21 129
2026/07/22 160
2026/07/23 145
2026/07/24 165
2026/07/25 170
2026/07/26 160
2026/07/27 167
2026/07/28 157
2026/07/29 172
2026/07/30 155
2026/07/31 145

Copyright © Adthena. All rights reserved.

July began with 142 advertisers, fluctuating throughout the month. A notable peak occurred on July 29 with 172 advertisers. The month concluded with 145 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
24hourfitness.com 3.3%
planetfitness.com 1.78%
equinox.com 0.36%
crunch.com 0.29%
goldsgym.com 0.26%
kalahariresorts.com -0.38%
handandstone.com -0.41%
thenowmassage.com -0.71%
lafitness.com -0.91%
groupon.com -1.82%

Copyright © Adthena. All rights reserved.

In the past month, 24hourfitness.com surged with a 3.30 increase in click share, while groupon.com faced a decline of 1.82.

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 equinox.com elementsmassage.com crunch.com 24hourfitness.com puregym.com planetfitness.com thenowmassage.com eosfitness.com handandstone.com
2026/07/01 32.07% 6.31% 0.26% 1.41% 0.42% 0.05% 19.84% 0.03% 2.8% 11.56%
2026/07/02 17.02% 11.78% 0.46% 6.78% 0.44% 0.04% 23.56% 0.04% 5.07% 0.12%
2026/07/03 17.51% 6.17% 0.34% 1.77% 1.81% 0.86% 22.24% 5.89% 0.07% 8.85%
2026/07/04 16.37% 7.97% 0.33% 3.6% 1.58% 5.81% 25.97% 11.42% 1.17% 1.4%
2026/07/05 19.61% 4.32% 0.34% 5.4% 0.07% 2.89% 31.05% 1.94% 0.22% 3.81%
2026/07/06 28.13% 12.79% 3.03% 2.69% 0.66% 0.1% 18.42% 1.4% 3.45% 0.08%
2026/07/07 23.22% 5.38% 0.24% 1.67% 1.77% 2.03% 34.21% 0.42% 0.31% 9.83%
2026/07/08 13.59% 2.8% 0.09% 0.71% 1.37% 1.34% 50.8% 0.01% 0.28% 6.91%
2026/07/09 38.79% 1.22% 9.06% 0% 0.41% 2.09% 15.62% 0.12% 0.12% 0.99%
2026/07/10 39.08% 5.96% 0.29% 1.71% 1.98% 1.9% 24.02% 0.09% 0.5% 0.08%
2026/07/11 32.45% 4.51% 5.17% 3.33% 2.34% 4.15% 32.11% 1.61% 0.14% 0.03%
2026/07/12 21.44% 2.66% 5.68% 2.38% 4.63% 0% 34.48% 1.23% 4.06% 5.54%
2026/07/13 20.2% 7.08% 1.28% 0% 4.1% 2.69% 27.41% 1.19% 5.3% 1.12%
2026/07/14 22.59% 3.12% 3.92% 4.2% 1.55% 2.65% 24.24% 4.85% 0.93% 3.89%
2026/07/15 18.51% 0.46% 0.01% 7.03% 2.83% 3.31% 20.07% 0.08% 4.96% 0.12%
2026/07/16 16.92% 6.16% 0.49% 2.41% 4.13% 2.19% 39.93% 1.31% 0.09% 1.35%
2026/07/17 3.14% 2.45% 0.3% 2.13% 0.09% 2.75% 49.54% 0.03% 0.28% 0.01%
2026/07/18 13.16% 7.85% 0.31% 3.2% 6.26% 0.1% 37.63% 0% 2.12% 0.11%
2026/07/19 14.86% 9.56% 0.38% 0% 7.94% 3.23% 31.11% 0.28% 3.41% 0.02%
2026/07/20 12.77% 13.84% 0% 4.86% 14.55% 5.47% 19.33% 0.08% 8.45% 0.07%
2026/07/21 22.59% 3.12% 3.92% 4.2% 1.55% 2.65% 24.24% 4.85% 0.93% 3.89%
2026/07/22 15.07% 6.39% 3.3% 2.04% 6.79% 0.34% 41.85% 0.04% 2.21% 0.07%
2026/07/23 24.72% 4.84% 0.45% 3.91% 2.14% 5.37% 22.39% 0% 5.28% 0.27%
2026/07/24 13.86% 2.44% 0.05% 2.27% 2.36% 1.87% 47.08% 0.01% 3.46% 2.55%
2026/07/25 25.2% 1.83% 0.05% 0.7% 2.8% 0.94% 40.89% 3.6% 1.61% 0.38%
2026/07/26 20.19% 8% 3.26% 3.11% 6.77% 4.06% 23.65% 0.94% 1.17% 3.42%
2026/07/27 19.28% 3.31% 0.1% 3.91% 1.96% 1.38% 41.92% 0% 0.29% 5.6%
2026/07/28 34.3% 7.67% 7.26% 4.65% 3.68% 1.66% 15.82% 0.04% 3.05% 0.03%
2026/07/29 20.06% 4.71% 0.39% 6.35% 5.68% 4.26% 26.72% 5.07% 1.85% 0.12%
2026/07/30 24.42% 6.05% 0.02% 2.87% 2.27% 0.49% 40.47% 0.02% 0.61% 4.02%
2026/07/31 27.19% 8.79% 7.91% 4.08% 3.27% 1.69% 1.55% 1.09% 0.18% 0.18%
  • groupon.com
  • equinox.com
  • elementsmassage.com
  • crunch.com
  • 24hourfitness.com
  • puregym.com
  • planetfitness.com
  • thenowmassage.com
  • eosfitness.com
  • handandstone.com

Copyright © Adthena. All rights reserved.

Groupon’s impression share fluctuated, peaking at 39.08% on July 10. Planet Fitness dominated mid-month, reaching 50.8% on July 8. By month’s end, Groupon and Planet Fitness led, with Groupon at 27.19% and Planet Fitness at 1.55%.

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
    Join 24 Hour Fitness Today https://www.24hourfitness.com

    4th of July Sale — Celebrate Freedom With Savings On Memberships. Five-Star Equipment, Classes & More Await.

  2. 2
    Massage Near Me - Affordable Full Body Massage - Groupon Coupons https://www.groupon.com › massages

    Find local massage discounts and enjoy a relaxing experience without the high cost. Relax with affordable massage deals near you. Book your massage and save today! Affordable massage offers. Massage deals near you. Relax with local massages.

  3. 3
    Schedule a Session Today | Book Your Appointment Today https://www.massageenvy.com

    Look Your Best & Feel Your Best With Personalized Sessions at Massage Envy...

  4. 4
    Planet Fitness https://www.planetfitness.com › pf › memberships

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

  5. 5
    Find Your Nearest PureGym https://www.puregym.com

    $0 Join Fee Deal Ends Soon — Gym When You Want With No-Commitment Memberships, 24/7 Access & Mood Boosting Vibes. Premium Equipment, 24/7 Access + No-Commitment Plans. Find A PureGym Near You Today.

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, 24 Hour Fitness and PureGym captivate with enticing membership deals, emphasizing freedom and flexibility. Groupon and Massage Envy focus on affordable relaxation, while Planet Fitness highlights a positive, respectful culture. Each ad uniquely appeals to wellness seekers.

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