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

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	28.122773688
	71.877226312

28%

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	68
	32

68%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	2%
Transactional	0%
Navigational	1%
Seasonal	0%
Local	6%
Problem Solving	4%

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	55.32
lafitness.com	12.5
groupon.com	6.83
24hourfitness.com	2.64
massageenvy.com	2.58
equinox.com	2.45
crunch.com	1.64
eosfitness.com	1.16
goldsgym.com	1.1
puregym.com	0.86
others	12.92

planetfitness.com - 55.32%
lafitness.com - 12.5%
groupon.com - 6.83%
24hourfitness.com - 2.64%
massageenvy.com - 2.58%
equinox.com - 2.45%
crunch.com - 1.64%
eosfitness.com - 1.16%
goldsgym.com - 1.1%
puregym.com - 0.86%
others - 12.92%

Planet Fitness dominates with 55.32% click share, overshadowing LA Fitness at 12.5%. Groupon follows at 6.83%, while ‘others’ collectively hold 12.92%.

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	orangetheory.com	equinox.com	groupon.com	puregym.com	eosfitness.com	crunch.com	lafitness.com	massageenvy.com	24hourfitness.com
2025/12/01	31%	0.05%	9.45%	21.76%	0.41%	1.08%	0%	8.74%	1.83%	0%
2025/12/02	36.79%	0.25%	5.41%	5.5%	2.54%	1.52%	0.13%	19.25%	0.01%	1.26%
2025/12/03	38.09%	0.3%	5.05%	19.65%	1.5%	2.23%	0.62%	15.35%	0.99%	0.28%
2025/12/04	44.94%	6.75%	3.55%	6.49%	1.56%	0.74%	3.3%	10.18%	6.67%	0.26%
2025/12/05	23.48%	0.68%	3%	15.54%	0.92%	5.71%	1.96%	14.32%	10.41%	1.31%
2025/12/06	38.34%	0.2%	2.02%	14.09%	3.02%	1.61%	3.5%	12.97%	2.24%	1.37%
2025/12/07	49.8%	0.62%	5.08%	8.17%	1.86%	1.39%	2.32%	8.79%	2.1%	2.08%
2025/12/08	33.4%	0.15%	4.12%	17.7%	3.19%	0.26%	4.44%	8.5%	5.35%	0%
2025/12/09	41.73%	0.01%	7.63%	5.61%	2.61%	3.06%	0.42%	14.73%	0.03%	0%
2025/12/10	34.54%	1.29%	3.3%	13.5%	2.17%	2.5%	2.95%	9.81%	9.96%	1.47%
2025/12/11	22.73%	0.36%	4.98%	9.78%	1.16%	1.01%	2.49%	20.25%	11.5%	3.02%
2025/12/12	30%	1%	2.63%	15.28%	0.39%	2.47%	5.55%	10.75%	4.85%	0.4%
2025/12/13	33.34%	1.2%	7.61%	9.2%	2.92%	3.01%	2.09%	20.15%	6.67%	2.19%
2025/12/14	41.07%	1.48%	8.28%	11.61%	2.05%	5.33%	1.38%	1.23%	0%	0.09%
2025/12/15	45.06%	0.23%	8.28%	9.11%	0.19%	4.69%	7.96%	6.91%	0.52%	0%
2025/12/16	37.09%	0.19%	7.81%	11.54%	0%	4.1%	0.27%	13.46%	6.57%	0.23%
2025/12/17	39.1%	1.56%	6.35%	18.42%	4.26%	1.7%	0%	8.44%	2.44%	1.39%
2025/12/18	44.69%	2.3%	6.16%	10.1%	3.53%	2.65%	0%	4.13%	4.41%	5.41%
2025/12/19	35.32%	0.65%	2.41%	8.75%	0.49%	1.35%	2.19%	5.15%	4.89%	1.64%
2025/12/20	37.75%	1.08%	3.35%	10.93%	1.94%	3.29%	0.2%	5.03%	4.18%	0.99%
2025/12/21	38.21%	2.57%	5.6%	5.54%	2.64%	3.58%	1.53%	7%	4.97%	2%
2025/12/22	28.86%	0.55%	4.85%	15.06%	0.74%	2.65%	0.06%	3.25%	3.83%	1.86%
2025/12/23	45.49%	0.14%	3.18%	12.92%	0.01%	0.45%	2.39%	3.74%	6.72%	1.42%
2025/12/24	41.66%	0.06%	0.94%	19.76%	0.17%	3.26%	0.57%	3.62%	1.68%	2.58%
2025/12/25	39.76%	1.28%	5.85%	15.73%	1.76%	4.62%	0.41%	3.54%	0.11%	2.26%
2025/12/26	36.48%	5.48%	4.03%	13.44%	0.53%	3.42%	0.97%	6.83%	0.03%	3.01%
2025/12/27	21.53%	5.72%	2.99%	6.87%	0.7%	2.03%	1.12%	6.5%	1.19%	11.14%
2025/12/28	37.71%	6.74%	4.23%	7.21%	0.89%	3.4%	4.14%	9.02%	0%	3.71%
2025/12/29	35.04%	7.31%	5.53%	10.66%	0.56%	3.39%	1.92%	5.35%	5.89%	2.75%
2025/12/30	43.12%	6.74%	5.86%	7.22%	0.16%	3.86%	1.7%	0.46%	5.97%	2.07%
2025/12/31	47.8%	7.63%	7.27%	6.98%	3.58%	3.19%	1.39%	0.46%	0%	0%

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

Planet Fitness led December with fluctuating spend, peaking at 49.8% on the 7th. Orangetheory’s share rose steadily, ending at 7.63%. Equinox and Groupon showed varied trends, while LA Fitness and Massage Envy had notable mid-month spikes.

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
2025/12/01	162
2025/12/02	155
2025/12/03	161
2025/12/04	172
2025/12/05	184
2025/12/06	157
2025/12/07	144
2025/12/08	150
2025/12/09	147
2025/12/10	149
2025/12/11	158
2025/12/12	162
2025/12/13	145
2025/12/14	169
2025/12/15	161
2025/12/16	147
2025/12/17	141
2025/12/18	162
2025/12/19	182
2025/12/20	172
2025/12/21	160
2025/12/22	166
2025/12/23	151
2025/12/24	173
2025/12/25	170
2025/12/26	160
2025/12/27	156
2025/12/28	158
2025/12/29	147
2025/12/30	159
2025/12/31	139

December saw fluctuating advertiser numbers, peaking at 184 on the 5th. The month concluded with a dip to 139 on the 31st.

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
planetfitness.com	4.12%
24hourfitness.com	2.67%
thenowmassage.com	1.23%
handandstone.com	1.04%
orangetheory.com	1.01%
crunch.com	-0.58%
equinox.com	-0.58%
groupon.com	-0.59%
massageenvy.com	-1.58%
lafitness.com	-8.05%

Planetfitness.com surged with a 4.12% increase, while lafitness.com plummeted by 8.05%. 24hourfitness.com rose 2.67%, and thenowmassage.com gained 1.23%.

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	orangetheory.com	equinox.com	groupon.com	puregym.com	eosfitness.com	lafitness.com	crunch.com	massageenvy.com	24hourfitness.com
2025/12/01	34.57%	0.06%	8.8%	24.75%	0.69%	0.92%	8.22%	0%	2.81%	0%
2025/12/02	44.55%	0.23%	4.72%	5.46%	3.25%	1.5%	14.31%	0.13%	0.01%	1.74%
2025/12/03	42.54%	0.26%	4.22%	20.93%	1.01%	2.38%	11.41%	0.55%	0.94%	0.2%
2025/12/04	50.87%	3.96%	2.27%	8.77%	2.22%	0.44%	6.84%	2.86%	6.15%	0.19%
2025/12/05	25.47%	0.79%	3.18%	19.38%	1.33%	6.26%	10.46%	1.62%	8.61%	1.38%
2025/12/06	39.67%	0.16%	1.36%	15.99%	3.48%	1.71%	10.14%	3.13%	3.25%	1.65%
2025/12/07	50.19%	0.55%	4.39%	8.93%	2.77%	1.67%	7.53%	1.73%	3.05%	2.36%
2025/12/08	35.42%	0.12%	3.7%	17.29%	4.54%	0.26%	5.09%	5.86%	4.37%	0%
2025/12/09	41.54%	0.01%	9.52%	6.77%	3.77%	2.62%	12.61%	0.16%	0.03%	0%
2025/12/10	33.5%	0.92%	2.8%	16.1%	3.02%	1.83%	8.3%	2.09%	9.73%	0.79%
2025/12/11	24.64%	0.3%	4.3%	11.87%	1.65%	1.19%	19.39%	2.15%	11.18%	3.49%
2025/12/12	31.93%	0.81%	2.15%	19.03%	0.25%	3.2%	7.61%	3.61%	4.14%	0.59%
2025/12/13	39.75%	0.95%	7.55%	10.89%	3.17%	3.68%	7.82%	2.02%	7.36%	2.98%
2025/12/14	43.83%	1.55%	8.74%	9.65%	3.16%	4.82%	2.44%	1.05%	0%	0.05%
2025/12/15	49.25%	0.18%	7.6%	8.06%	0.15%	4.83%	4.99%	5.26%	0.83%	0%
2025/12/16	38.82%	0.14%	8.12%	10.99%	0%	4.39%	13.02%	0.12%	5.55%	0.12%
2025/12/17	40.93%	2.22%	6.33%	17.58%	6.15%	2.15%	6.04%	0%	3.69%	0.97%
2025/12/18	47.51%	2.03%	5.92%	8.72%	3.09%	2.23%	2.82%	0%	6.29%	6.07%
2025/12/19	37.23%	0.68%	1.75%	8.8%	0.33%	1.78%	3.61%	1.71%	4.07%	1.98%
2025/12/20	40.04%	0.98%	2.8%	10.49%	1.32%	4.14%	3.67%	0.11%	2.51%	1.22%
2025/12/21	40.21%	1.95%	5.83%	6.01%	2.52%	4.62%	3.88%	1.14%	2.86%	2.09%
2025/12/22	33.5%	0.39%	4.41%	20.08%	1.08%	2.35%	3.23%	0.04%	2.44%	2.39%
2025/12/23	48.54%	0.12%	2.62%	13.35%	0.01%	0.44%	2.64%	3.48%	5.73%	1.52%
2025/12/24	39.36%	0.06%	0.89%	24.43%	0.12%	2.34%	3.05%	0.37%	2.24%	2.85%
2025/12/25	41.68%	0.98%	5.54%	15.47%	2.65%	3.93%	3.2%	0.36%	0.16%	2.13%
2025/12/26	42.33%	5.4%	4.11%	13.93%	0.7%	3.35%	4.46%	0.71%	0.03%	2.65%
2025/12/27	24.61%	7.38%	1.92%	7.58%	1.01%	2.17%	5.01%	0.99%	1.89%	11.05%
2025/12/28	43.63%	7.83%	3.97%	7.51%	1.31%	2.87%	7.6%	3.64%	0%	3.03%
2025/12/29	38.91%	8%	4.87%	11.22%	0.82%	3.47%	5.09%	1.8%	5.08%	2.26%
2025/12/30	46.01%	8.21%	5.25%	7.61%	0.13%	4.11%	1.17%	2.04%	3.51%	2.38%
2025/12/31	49.4%	7.5%	6.23%	6.12%	3.61%	3.58%	1.11%	1.08%	0%	0%

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

Planet Fitness dominated December, peaking at 50.87% on the 4th. Orangetheory surged late, reaching 8.21% on the 30th. Equinox fluctuated, ending at 6.23%. Groupon’s highs were on the 1st and 24th. The month concluded 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
In Home Massages in LA - Relaxation Massage Los Angeles https://www.airbnb.com › la › massage
Private massages delivered to you by one or our many professional therapists.
2
View our Membership Benefits - Limited Time $0 Initiation https://www.equinox.com
Join today with $0 Initiation. Unlock private training sessions and luxury amenities. Find a Luxury...
3
Up to 70% Off Massages | Massage Deals in Your Area https://www.groupon.com
Find local massage discounts and enjoy a relaxing experience without the high...
4
Month To Month Memberships | Don't Overpay For Average Gyms https://www.orangetheory.com
No Pressure. No Excuses. Experience the Benefits Our Supportive Community Has to Offer.
5
Planet Fitness https://www.planetfitness.com
Memberships to fit your needs — Access over 2,700+ convenient locations when you sign up for the PF Black Card®. Get strong at...

In the competitive world of wellness, Airbnb offers personalized in-home massages, while Equinox entices with $0 initiation for luxury amenities. Groupon tempts with up to 70% off local massages, Orangetheory promotes a supportive community, and Planet Fitness highlights extensive location access.

Frequently Asked Questions

Why is the US Hospitality Wellness & Recreation December 2025 Report useful and how should I use it?

Why is the US Hospitality Wellness & Recreation December 2025 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 December 2025 Report
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How often is the data updated?

Data within the US Hospitality Wellness & Recreation December 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

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.
How accurate is the US Hospitality Wellness & Recreation December 2025 Report?

The US Hospitality Wellness & Recreation December 2025 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 December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this US Hospitality Wellness & Recreation December 2025 Report for?

The US Hospitality Wellness & Recreation December 2025 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 December 2025 Report useful and how should I use it?

Why is the US Hospitality Wellness & Recreation December 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Hospitality Wellness & Recreation December 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Hospitality Wellness & Recreation December 2025 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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