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Amid rising housing costs and shifting consumer lifestyles, self-storage has emerged as a go-to solution for many Americans. We dove into the data to take the pulse of the market in Q1 2025 – and uncover the audience segments behind the industry’s ongoing growth.
Visits to leading self-storage companies have been on a steady growth trajectory since 2019. During the pandemic, storage utilization surged as many Americans relocated or stored items to free up space for home offices or DIY projects. Since then, high prices and interest rates appear to have further fueled demand, with some households likely deferring space-adding renovations or larger home purchases.
In Q1 2025, visits to Public Storage and CubeSmart were up 24.7% and 30.7%, respectively, compared to a Q1 2019 baseline. Extra Space Storage – which substantially expanded its unit count following its 2023 acquisition of Life Storage – saw visits surge 98.3% over the same baseline. And year over year (YoY), all three chains posted foot traffic growth, partly driven by continued expansion.
The baseline visit analysis also reveals a distinct seasonal pattern in self-storage usage patterns. Each year, visits to self-storage chains peak in Q2 and Q3 (April through September), aligning with spring cleaning, home improvement prime time, and moving season. Then in Q1, visits drop as people stay indoors during winter – likely also making fewer trips to access recreational gear and vehicles in storage.
Who are the consumers driving self-storage visit growth? Looking at the demographic characteristics of Extra Space Storage, Public Storage, and CubeSmart’s visitor bases reveals a common consumer profile across chains. In Q1 2025, the captured markets of all three chains had nearly identical median household incomes (HHIs), very close to the nationwide baseline of $79.6K. Their markets were also disproportionately urban, with higher-than-average shares of renter-occupied and multi-unit housing – all groups more likely to need extra storage space.
Still, as the self-storage market has grown, industry leaders have grown their presence in more affluent suburban markets. Between Q1 2019 and Q1 2025, Extra Space Storage’s share of “Wealthy Suburban Families” rose from 9.1% to 10.1% – slightly above the nationwide baseline of 9.6%. Meanwhile, Public Storage’s share of this segment increased from 8.8% to 9.8%, and CubeSmart’s share remained steady at 10.1%. A similar pattern emerged for “Upper Suburban Diverse Families”, with all three chains at or above the nationwide segment baseline of 9.0% by Q1 2025.
This small but perceptible shift may reflect rising demand from households where adult children are increasingly staying at home or returning after college, prompting a need for additional storage. Spare rooms once used for storage may also be increasingly repurposed into home offices, studios, or workout spaces in the wake of hybrid work trends.
Known for resilience in the face of economic headwinds and uncertainty, the self-storage space appears well-positioned to continue to thrive. How will the segment evolve in the years and months ahead?
Follow Placer.ai/anchor to find out.
Romance novels have long been the unsung heroes of the publishing industry, consistently driving significant sales and topping bestseller lists year after year. And now, the category is getting its moment in the spotlight. Independent bookstores specializing in romance and fantasy are popping up across the country, connecting romance readers with the books they love in a setting exclusively dedicated to them.
We took a look at one recent addition to the romance bookstore world – The Ripped Bodice in Brooklyn, New York – to see what visitation trends reveal about the value of specialty stores in an environment increasingly dominated by general retailers.
The romance category has long been a quiet literary powerhouse – and now, the segment is getting its moment to shine. The rise of “BookTok” has helped propel the category into the spotlight, and independent, romance-centered bookstores are thriving. The Ripped Bodice is one such store: The first one opened in Culver City, CA in 2016, and the second in Brooklyn, NY in 2023. The Ripped Bodice’s Brooklyn location is located within two miles of two Barnes & Noble locations, so comparing visitation trends at the three stores highlights the value that the specialty bookstore adds to the book-centered retail landscape.
Location analytics reveal that visitors to The Ripped Bodice are much more likely to travel long distances to reach the store, with nearly half coming from over 50 miles away. In contrast, the two nearby Barnes & Noble stores saw just 4.8% and 8.6% of their visitors traveling from that distance. This suggests that the bookstore’s unique offerings make it something of a destination for romance lovers. Some vacationers visiting the area may include The Ripped Bodice as a must-see attraction, while others may make a dedicated journey just to explore its curated collection of romance novels.
The Ripped Bodice also attracts more weekend visits than nearby Barnes & Nobles. Over the past 12 months, almost half of visits to the niche bookstore – 48.8% – occurred on Saturdays and Sundays. In contrast, the two nearby Barnes & Noble locations received most of their visits on weekdays, with just 24.4% and 34.2% of their visits taking place on Saturdays and Sundays.
The contrasting weekend traffic trends highlight the unique value that specialized bookstores hold for niche hobbyists. In this case, romance enthusiasts seem to treat a trip to The Ripped Bodice as an activity in and of itself, prioritizing weekend visits to browse, connect with fellow readers, and enjoy a dedicated space for their favorite books and authors.
Further analysis of visitor behavior at The Ripped Bodice and nearby Barnes & Noble locations reveals how the specialized bookstore fosters a sense of community and encourages customers to linger.
On average, visitors to The Ripped Bodice spent 39 minutes in the store – soaking up the special ambiance or participating in the bookseller’s frequent events. In contrast, visitors to the Barnes & Noble on 7th Ave. – which unlike The Ripped Bodice, has an on-site cafe – stayed for an average of 37 minutes, while visitors to the location on Atlantic Ave. lingered for just 32 minutes.
The Ripped Bodice’s longer dwell times serve as a reminder of the value retailers can find in catering to niche interests. Specialized stores often create an environment where customers feel comfortable spending more time, allowing for greater product discovery and stronger loyalty. Retailers of all sizes can consider offering more specialized experiences within their stores to create inviting spaces that encourage exploration among diverse customer groups.
The visitation patterns at The Ripped Bodice can be read as a story of one retailer – but it can also offer insights into the value of catering to niche hobbies. When retailers provide consumers with a dedicated space to explore and deepen their interests, they open up opportunities for success.
Visit Placer.ai for more data-driven retail insights.
We dove into the visit data to see how Starbucks, Dunkin,’ and Dutch Bros are faring in Q1 2025.
Affordable luxuries like coffee tend to do well in times of rising prices and heightened budget-consciousness. So it should come as no surprise that visits to coffee chains have been on the rise recently, with overall traffic to the category up 1.8% year-over-year (YoY) in Q1 2025. Much of the increase can be attributed to the aggressive expansions of small and medium coffee chains such as Dutch Bros (13.4% YoY increase in visits in Q1 2025), Scooter’s Coffee (+15.3% YoY) and 7 Brew Coffee (+87.3%).
Meanwhile, visits to coffee leaders Starbucks and Dunkin’ remained relatively stable – falling by just 0.9% and 1.6%, respectively, in line with the wider QSR Q1 2025 YoY visit gap of 1.6%. Contrasting the growth of smaller coffee chains with Starbucks and Dunkin’s minor traffic dips may suggest that consumers prefer to spend their limited discretionary funds on unique or decadent treats instead of on classic drinks and pastries.
But despite the rapid growth of smaller coffee chains, Starbucks continues to dominate the coffee category, receiving over half of combined visits to Starbucks, Dunkin’, Dutch Bros, Scooter’s Coffee, and 7 Brew Coffee. At the same time, though, Starbucks’ stronghold on the category may be loosening slightly – the Seattle-based coffee giant’s relative visit share fell from 55.8% in Q1 2024 to 51.2% in Q1 2025 as smaller chains continued growing and expanding.
The cross-visitation data also highlights Starbucks’ dominance. In Q1 2025, the majority of visitors to most other coffee chains (51.3% of Dunkin’ visitors, 65.7% of Dutch Bros, and 58.4% of 7 Brew visitors) also visited a Starbucks in the same period. Meanwhile, only 27.4% of Starbucks consumers went to Dunkin’ and 16.4% went to Dutch Bros during the analyzed period, with even smaller shares going to Scooter’s and 7 Brew. So while the smaller chains are clearly making inroads into the coffee market, Starbucks still commands a strong central position, attracting a majority of coffee-goers and enjoying significant loyalty.
Despite the ongoing expansion of Dutch Bros and the rise of smaller coffee chains, Starbucks continues to dominate the U.S. coffee category.
For more data-driven dining insights, visit placer.ai/anchor.
Fueled by customer demand for quality, convenience, and value, CAVA and sweetgreen are cementing their place as leaders in the fast-casual space. The two chains have seen impressive growth over the past few years, adding new locations to keep up with growing demand.
We took a look at their performance over the years to see what might be driving their continued rise.
While the fast-casual dining sector as a whole experienced a slight slowdown in Q1 2025, likely driven by continued budgetary concerns among diners, CAVA and sweetgreen are thriving. The two chains are squarely in expansion mode – and their impressively elevated foot traffic numbers strongly suggest that customers are highly receptive to both chains’ offerings.
In Q1 2025, visits to CAVA were 19.8% higher than in Q1 2024, while Sweetgreen saw its visits increase by 11.1%. In contrast, the wider fast-casual space experienced a visit slowdown of 0.1% during the same period, serving as a reminder of the challenges facing the segment.
Diving into audience segmentation data for both chains provides greater insight into the expansion strategies underlying their strong performance in recent years.
CAVA, which grew from a single location in Maryland to 367 restaurants at the end of 2024, has employed a suburban-focused growth strategy that has brought the chain to a wider audience than ever. The median household income of CAVA’s trade areas has been steadily dropping over the years. And a closer look at shifts in the psychographic segments that make up its visitor base suggests that the chain is reaching new suburban audiences.
Between Q1 2022 and Q1 2025, CAVA steadily broadened its reach among the working and middle-class “Blue Collar Suburbs” and “Suburban Boomers” consumer segments. During the same period, it also gained more traction with the affluent “Upper Suburban Diverse Families” segment – while holding on to its substantial share of “Wealthy Suburban Families.” This suggests that, even as CAVA expands its reach among a wider range of suburban visitors, it has maintained its core audience. While a substantial portion of wealthy customers remains, the chain has effectively opened itself up to a larger and more diverse pool of visitors.
Similarly, sweetgreen has also been increasing its presence in suburban markets. The chain, which leans heavily into automation to improve visitor experience, has made suburban expansion a cornerstone of its strategy – and examining the geographic data clearly demonstrates this shift.
In Q1 2022, 31.3% of sweetgreen’s trade areas were made up of consumer segment groups belonging to the “Suburban Periphery” – defined by the Esri: Tapestry Segmentation dataset as commuter-oriented suburbs with access to major cities and their amenities. But by Q1 2025, this share rose sharply, to 42.2%. Over the same period, the share of “Principal Urban Centers” in sweetgreen’s trade areas dropped from 50.0% to 26.8%.
CAVA and sweetgreen are thriving, seemingly driven by their pushes into suburban markets.
Will the two chains continue to experience visit growth as Q2 gets underway?
Visit Placer.ai to find out.
Despite its recent release, Sinners has already generated significant buzz with overwhelmingly positive early reviews and a box office performance likely to break records as the best performing R-rated April release ever. The movie has also helped movie theaters maintain their strong momentum created by the success of A Minecraft Movie.
When Captain America: Brave New World was released on February 14th 2025, the movie drove a 37.0% increase in movie theater visits relative to the YTD (January 6th to April 20th 2025) weekly average. But visits quickly fell following the release week, and movie theater traffic was down 31.1% compared to the YTD average two weeks later.
Meanwhile, A Minecraft Movie led to a 88.6% spike in visits relative to the YTD average on the week of its release, likely thanks to the significant advertising and promotional activities in anticipation of the opening. But traffic was already beginning to fall when Sinners opened on April 18th – and the supernatural thriller helped slow the visit drop: Visits were 13.1% lower over the week of April 7th – April 13th compared to the week of March 31st to April 6th, but only dropped 7.2% week-over-week during the week of the Sinners release, when movie theater traffic stayed 52.1% above YTD weekly visit levels.
Quick-Service Restaurant (QSR) brands operate in a fast-paced industry of shifting consumer preferences, and palate-pleasing promotions are one of the ways QSRs drive traffic in the face of evolving demand for value and innovation. Using the latest location intelligence, we analyzed RBI, Yum! Brands, and other top QSRs, to explore their Q1 2025 performance and several promotions that had a significant foot traffic impact.
QSRs faced challenges in the early months of 2025, leading to a Q1 YoY foot traffic decline of 1.6% for the category as a whole. Analyzing the companies' domestic portfolios reveals that traffic to Yum! Restaurants increased 2.9% YoY, bolstered by Taco Bell’s strong performance, while RBI’s traffic fell 3.4% YoY. Wingstop experienced the greatest foot traffic growth of the QSRs analyzed (+4.3%) while Wendy’s saw the sharpest traffic declines (-4.6%).
Zooming in on weekly visits (since March 2025) highlights the foot traffic impact of several QSR promotions – which often cause fanfare during their initial launch.
KFC’s new bucket meal seems to have provided a YoY visit lift for the Yum! chain during the week of March 17th, while visits to Popeyes, an RBI chain, have remained elevated since the week of March 31st, likely due to the launch of the restaurant’s April Fools no-joke pickle menu. But it was Wingstop that stole the visit-spike show with a 22.9% YoY boost during the week of March 24th, 2025 – as eager customers flocked to the chain to redeem T-Mobile’s one-day-only $0.01 chicken tender reward.
And zooming in on daily visit fluctuations to Wingstop during Q1 2025 shows that the T-Mobile tender deal didn’t provide the only one-day visit boost. On Super Bowl Sunday (February 9th, 2025), Wingstop’s traffic was 56.8% above the daily average for Q1 2025, as wings were once again a party favorite.
Taco Bell’s Q1 2025 YoY foot traffic growth stood out among the analyzed QSRs, and diving into visitor frequency data shows that the chain has been attracting an increasing number of repeat visitors.
Between October 2024 and March 2025, the number of frequent visitors to Taco Bell – those who visited at least twice during the month – rose consistently YoY, even as the number of casual visitors decreased or rose only slightly. But in January 2025, Taco Bell saw a significant 11.7% YoY surge in frequent visitors – many of whom may have been attracted to the chain’s revamp of the Luxe Cravings Box to kick off the year.
Despite overall challenges in the QSR segment, strategic promotions contributed to significant foot traffic gains for several brands. Wingstop and Taco Bell were two of the biggest visit winners in Q1, highlighting the impact of both one-day deals and extended offers.
For more data-driven dining insights, visit Placer.ai.
Note: This report is based on an analysis of visitation patterns for regional and nationwide grocery chains and does not include single-location stores.
Grocery stores, superstores, and dollar stores all carry food products – and American consumers buy groceries at all three. But even in today’s crowded food retail environment, traditional grocery chains have a special role to play. With their primary focus on stocking a wide variety of fresh foods, these chains serve a critical function in offering consumers access to healthy options.
But visualizing the footprints of major grocery chains across the continental U.S. – alongside those of discount & dollar stores – shows that the geographical distribution of grocery chains remains uneven.
In some areas, including parts of the Northeast, Midwest, South Atlantic, and Pacific regions, grocery chains are plentiful. But in others – some with population centers large enough to feature a robust dollar store presence – they remain in short supply.
And though many superstore locations also provide a full array of grocery offerings, they, too, are often sparsely represented in areas with low concentrations of grocery chains.
For grocery chain operators seeking to expand, these underserved grocery markets can present a significant opportunity. And for civic stakeholders looking to broaden access to healthy food across communities, these areas highlight a policy challenge. For both groups, identifying underserved markets with significant untapped demand can be a critical first step in deciding where to focus grocery development initiatives.
This white paper dives into the location analytics to examine grocery store availability across the United States – and harnesses these insights to explore potential demand in some underserved markets. The report focuses on locations belonging to regional or nationwide grocery chains, rather than single-location stores.
Last year, grocery chains accounted for 43.4% of nationwide visits to food retailers – including grocery chains, superstores, and discount & dollar stores. But drilling down into the data for different areas of the country reveals striking regional variation – offering a glimpse into the variability of grocery store access throughout the U.S. In some states, grocery stores attract the majority of visit share to food retailers, while in others, dollar stores or superstores dominate the scene.
The ten states where residents were most likely to visit grocery chains in early 2024 – Oregon, Vermont, Washington, Massachusetts, California, Maryland, New Hampshire, Connecticut, New Jersey, and Rhode Island – were all on the East or West Coasts. In these states, as well as in Nevada and New York, grocery chain visits accounted for 50.0% or more of food retail visits between January and April 2024.
Meanwhile, residents of many West North Central and South Central states were much less likely to do their food shopping at grocery chains. In North Dakota, for example, grocery chain visits accounted for just 11.7% of visits to food retailers over the analyzed period. And in Mississippi, Oklahoma, and Arkansas, too, grocery stores drew less than 20.0% of the overall food retail foot traffic.
But low grocery store visit share does not necessarily indicate a lack of consumer interest or ability to support such stores. And in some of these underserved regions, existing grocery chains are seeing outsize visit growth – indicating growing demand for their offerings.
North Dakota, the state with the smallest share of visits going to grocery chains in early 2024, experienced a 9.1% year-over-year (YoY) increase in grocery visits during the same period – nearly double the nationwide baseline of 5.7%. Other states with low grocery visit share, including Nebraska, Arkansas, Alabama, Mississippi, and New Mexico, also experienced higher-than-average YoY grocery chain visit growth. This suggests significant untapped potential for grocery stores and a market that is hungry for more.
Alabama is one state where grocery chains accounted for a relatively small share of overall food retail foot traffic in early 2024 (just 28.9%) – but where YoY visit growth outperformed the nationwide average. And digging down even further into local grocery store visitation trends provides further evidence that at least in some places, low grocery visit share may be due to inadequate supply, rather than insufficient demand.
In Central Alabama, for example, many residents drive at least 10 miles to reach a local grocery chain. And several parts of the state, both rural and urban, feature clusters of grocery stores that draw customers from relatively far away.
But zooming in on YoY visitation data for local grocery chain locations shows that at least some of these areas likely harbor untapped demand. Take for example the Camden, Butler, Thomasville, and Gilbertown areas (circled in the map above). The Piggly Wiggly location in Butler, AL, drew 40.1% of visits from 10 or more miles away. The same store experienced a 23.3% YoY increase in visits in early 2024 – far above the statewide baseline of 6.6%. Meanwhile, the Super Foods location in Thomasville, AL, which drew 52.8% of visits from at least 10 miles away – experienced YoY visit growth of 12.3%. The Piggly Wiggly locations in Camden, AL and Gilbertown, AL saw similar trends.
At the same time, trade area analysis of the four locations reveals that the grocery stores had little to no trade area overlap during the analyzed period. Each store served specific areas, with minimal cannibalization among customer bases.
These metrics appear to highlight robust demand for grocery stores in the region – grocery visits are growing at a stronger rate than those in the overall state, people are willing to make the drive to these stores, and each one has little to no competition from the others.
While significant opportunity exists across the country, many communities still face considerable challenges in supporting large grocery stores. Though South Carolina has a significant number of grocery chain locations, for example, certain areas within the state have low access to food shopping opportunities. And one local government – Greenville County – is considering offering tax breaks to grocery stores that set up shop in the area, to improve local fresh food accessibility.
Placer.ai migration and visitation data shows that Greenville County is ripe for such initiatives: the county’s population grew by 4.8% over the past four years – with much of that increase a result of positive net migration. And YoY visits to Greenville County Grocery Stores have consistently outperformed state averages: In April 2024, grocery visits in the county grew by 6.1% YoY, while overall visits to grocery stores in South Carolina grew by 4.2%. This growth – both in terms of grocery visits and population – points to rising demand for grocery stores in Greenville County.
Analyzing the Greenville County grocery store trade areas with Spatial.ai’s FollowGraph dataset – which looks at the social media activity of a given audience – offers further insight into local grocery shoppers’ particular demand and preferences.
Consumers in Greenville-area grocery store trade areas, for example, are more likely to be interested in “Mid-Range Grocery Stores” (including brands like Aldi, Kroger, and Lidl) than residents of grocery store trade areas in the state as a whole. This metric provides further evidence of local demand for grocery chains – and offers a glimpse into the kinds of specific grocery offerings likely to succeed in the area.
Grocery stores remain essential services for many consumers, providing a place to pick up fresh produce, meat, and other healthy food options. And many areas in the country are ripe for expansion, with eager customer bases and growing demand. Identifying such areas with location analytics can help both grocery store operators and municipal stakeholders provide their communities and customer bases with an enhanced grocery shopping experience that caters to local preferences.
Following COVID-era highs, domestic migration levels have begun to taper off – with the number of Americans moving within the U.S. hitting an all-time low, according to some sources, in 2023.
To be sure, some popular COVID-era destinations – including Idaho, the Carolinas, and Utah – saw their net domestic migration continue to rise, albeit at a slower pace. But other states which had been relocation hotspots between February 2020 and February 2023, such as Wyoming and Texas, experienced negative net migration between February 2023 and February 2024.
Analyzing CBSA-level migration data reveals differences and similarities between last year’s migration patterns and COVID-era trends.
Between February 2020 and February 2023, seven out of the ten CBSAs posting the largest population increases due to inbound domestic migration were located in Florida. But between February 2023 and February 2024, the top 10 CBSAs with the largest net migrated percent of the population were significantly more diverse. Only four out of the ten CBSAs were located in Florida, and several new metro areas – including Provo-Orem, UT, Kingsport-Bristol, TN-VA, and Boulder, CO – joined the list.
This white paper leverages a variety of location intelligence tools – including Placer.ai’s Migration Report, Niche Neighborhood Grades, and ACS Census Data location intelligence – to analyze two migration hotspots. Specifically, the report focuses on Daytona Beach, FL, which already appeared on the February 2020 to February 2023 list and has continued to see steady growth, and Boulder, CO, which has emerged as a new top destination. The data highlights the potential of CBSAs with unique value propositions to continue to attract newcomers despite ongoing housing headwinds.
The Boulder, CO CBSA has emerged as a domestic migration hotspot: The net influx of population between February 2023 and February 2024 (i.e. the total number of people that moved to Boulder from elsewhere in the U.S., minus those that left) constituted 3.1% of the CBSA’s February 2024 population.
The strong migration is partially due to the University of Colorado, Boulder’s growing popularity. But the metro area has also emerged as a flourishing tech hub, with Google, Apple, and Amazon all setting up shop in town, along with a wealth of smaller start ups.
Most domestic relocators tend to remain within state lines – so unsurprisingly, many of the recent newcomers to Boulder moved from other CBSAs in Colorado. But perhaps due to Boulder’s robust tech ecosystem, many of the new residents also came from Los Angeles, CA (6.6%) and San Francisco, CA (3.4%) – other CBSAs known for their thriving tech scenes.
At the same time, looking at the other CBSAs feeding migration to the area indicates that tech is likely not the only draw attracting people to Boulder: A significant share of relocators came from the CBSAs of Chicago, IL (6.1%), Dallas , TX (4.9%), and New York, NY (3.9%). The move from these relatively urbanized CBSAs to scenic Boulder indicates that some of the domestic migration to the area is likely driven by people looking for better access to nature or a general lifestyle change.
According to the U.S. News & World Report, Boulder ranked in second place in terms of U.S. cities with the best quality of life. Using Niche Neighborhood Grades to compare quality of life attributes in the Boulder CBSA and in the areas of origin dataset highlights some of the draw factors attracting newcomers to Boulder beyond the thriving tech scene.
The Boulder CBSA ranked higher than the metro areas of origin for “Public Schools,” “Health & Fitness,” “Fit for Families,” and “Access to Outdoor Activities.” These migration draw factors are likely helping Boulder attract more senior executives alongside younger tech workers – and can also explain why relocators from more urban metro areas may be choosing to make Boulder their home.
Boulder’s strong inbound migration numbers over the past year – likely driven by its flourishing tech scene and beautiful natural surroundings – reveal the growth potential of certain CBSAs regardless of wider housing market headwinds.
Florida experienced a population boom during the pandemic, and several CBSAs in the state – including the Deltona-Daytona Beach-Ormond Beach, FL CBSA – have continued to welcome domestic relocators in high numbers. The CBSA’s anchor city, Daytona Beach – known for its Bike Week and NASCAR’s Daytona 500 – has also seen positive net migration between February 2023 and February 2024.
Americans planning for retirement or retirees operating on a fixed income are likely particularly interested in optimizing their living expenses. And given Daytona’s relative affordability, it’s no surprise that the median age in the areas of origin feeding migration to Daytona Beach tends to be on the older side.
According to the 2021 Census ACS 5-Year Projection data, the median age in Daytona Beach was 39.0. Meanwhile, the weighted median age in the areas of migration origin was 42.6, indicating that those moving to Daytona Beach may be older than the current residents of the city.
Zooming into the migration data on a zip code level also highlights Daytona Beach’s appeal to older Americans: The zip code welcoming the highest rates of domestic migration was 32124, home to both Jimmy Buffet’s Latitude Margaritaville’s 55+ community and the LPGA International Golf Club, host of the LPGA Tour. The median age in this zip code is also older than in Daytona Beach as a whole, and the weighted age in the zip codes of origin was even higher – suggesting that older Americans and retirees may be driving much of the migration to the area.
Looking at the migration draw factors for Daytona Beach also suggests that the city is particularly appealing to retirees, with the city scoring an A grade for its “Fit for Retirees.” But the city of Daytona Beach is also an attractive destination for anyone looking to elevate their leisure time, with the city scoring higher than Daytona Beach’s cities of migration origin for “Weather,” “Access to Restaurants,” or “Access to Nightlife.”
Like Boulder, Daytona’s scenery – including its famous beaches – is likely attracting newcomers looking to spend more time outdoors and improve their work-life balance. And like Boulder and its tech scene, Daytona Beach also has an extra pull factor – its affordability and fit for older Americans – that is likely helping the area continue to attract new residents, even as domestic migration slows down nationwide.
Although the overall pace of domestic migration has slowed, analyzing location intelligence data reveals several migration hotspots amidst the overall cooldown. Boulder and Daytona Beach each have a set of unique draw factors that seem to attract different populations – and the success of these regions highlights the many paths to migration growth in 2024.
The Fitness industry was a major post-pandemic winner. Visits to gyms across the country surged as stay-at-home orders ended and people returned to their in-person workout routines. And even as consumers reduced discretionary spending in the face of inflation, they kept going to the gym – finding room in their budgets for the chance to embrace wellness and get in shape while interacting with other people.
But no category can sustain such unabated growth forever – and as the segment inevitably stabilizes, gyms will need to stay nimble on their feet to maintain their competitive edge.
This white paper takes a closer look at the state of Fitness as the category transitions into a more stable growth phase following two years of outsize post-pandemic demand. The report digs into the location analytics to reveal how the Fitness space has changed – and what strategies gyms can adopt to stay ahead of the pack.
*This report excludes locations within Washington state due to local legislation.
Monthly visits to the Fitness category have grown consistently year over year (YoY) since early 2022, when COVID subsided and gyms returned to full capacity. And the segment is still doing remarkably well. Even in January and March 2024 – when visits were curtailed by an Arctic blast and by the Easter holiday weekend – YoY Fitness visits remained positive, despite the comparison to an already strong 2023.
Still, recent months have seen smaller YoY increases than last year, indicating that the Fitness category is entering a more normalized growth phase.
By keeping a close watch on evolving consumer preferences, fitness chains can uncover new opportunities for growth and adaptation within a stabilizing market – including leaning into increasingly popular dayparts.
Examining the evolving distribution of gym visits by daypart over the past six years shows that major shifts were brought on by the COVID-19 pandemic.
Between Q1 2019 and Q1 2021, as remote work took hold, gyms saw their share of 2:00 PM - 5:00 PM visits increase from 15.8% to 18.6%. Though this trend partially reversed as the pandemic receded, afternoon visits remained elevated in Q1 2024 compared to pre-COVID – likely a reflection of hybrid work patterns that leave people free to take an exercise break during their workdays.
At the same time, the share of morning visits to fitness chains (between 8:00 AM and 11:00 AM) dropped from 20.5% in Q1 2019 to 17.2% in Q1 2024, while evening visits (between 8:00 PM and 11:00 PM) increased from 11.3% to 13.2%.
Gyms that recognize this changing behavior can adapt to new workout preferences – whether by incentivizing morning visits, scheduling popular classes mid-afternoon, or offering extended evening hours.
In fact, the data indicates that gyms that are leaning into the evening workout trend are already finding success: Of the top 12 most-visited gym chains in the country, those that saw bigger increases in their shares of evening visits also tended to see greater YoY visit growth.
EōS Fitness and Crunch Fitness, for example, have seen their shares of evening visits grow by 5.5% and 3.4%, respectively, since COVID – and in Q1 2024, their YoY visits grew by 29.0% and 21.8%, respectively. Other chains, including 24 Hour Fitness and Chuze Fitness, experienced similar shifts in visit patterns. At the same time, LA Fitness saw just a minor increase in its share of evening visits between Q1 2019 and Q1 2024, and a correspondingly small increase in YoY visits.
As the evening workout slot gains popularity, gym operators that can adapt to these new trends and encourage evening visits may see significant benefits in the years to come.
Diving into demographic data for the analyzed gym chains sheds light on some factors that may be driving this heightened preference for evening workouts at top-performing gyms.
The four fitness chains that experienced the greatest YoY visit boosts in Q1 – Crunch Fitness, EōS Fitness, 24 Hour Fitness, and Chuze Fitness – all featured trade areas with significantly higher-than-average shares of Young Professionals and Non-Family Households. (STI: PopStat’s Non-Family Household segment includes households with more than one person not defined as family members. Spatial.ai: PersonaLive’s Young Professional consumer segment includes young professionals starting their careers in white collar or technical jobs.)
In plainer terms, these consumer segments – typically young, well-educated, and without children – and therefore more likely to be flexible in their workout times – are driving visits to some of the best-performing gyms across the country. And these audiences seem to be displaying a preference for nighttime sweat sessions – a factor that gyms can take into account when planning programming and marketing efforts.
Leaning into emerging gym visitation patterns is one way for fitness chains to thrive in 2024 – but it isn’t the only marker of success for the segment. Even after years of visit growth, the market remains open to new opportunities and innovations that meet health-conscious consumers where they are.
STRIDE Fitness, a gym that offers treadmill-based interval training, has sparked a trend among running enthusiasts. This niche player is finding success, particularly among a specific demographic: runners and endurance training enthusiasts.
Between January and April 2024, monthly YoY visits to STRIDE Fitness consistently outperformed the wider Fitness space. A standout month was January, when STRIDE Fitness’s visits soared by an impressive 33.6% YoY, surpassing the industry average of 5.7% for the same period.
Psychographic data from the Spatial.ai’s FollowGraph dataset – which looks at the social media activity of a given audience – suggests that STRIDE Fitness’ trade areas are well-positioned to attract those visitors most open to its offerings. Residents of STRIDE Fitness’s potential market are 24% more likely to be, or to be interested in, Endurance Athletes than the nationwide average – compared to just 3% for the Fitness industry as a whole. Similar patterns emerge for Marathon Runners and Triathlon Participants. This indicates that the chain is well-situated near consumers with a passion for endurance sports and long distance running, helping it maintain a competitive edge in the crowded gym market.
Pickleball, a game that blends elements of tennis, ping pong, and badminton, is the fastest-growing sport in the country. And recognizing its broad appeal, some fitness chains have begun incorporating pickleball courts into their facilities.
Arizona-based EōS Fitness added a pickleball court at a Phoenix, AZ location – and early 2024 data highlights the impact of this addition. Between January and April 2024, the location drew between 9.1% and 33.3% more monthly visits than the chain’s Arizona visit-per-location average.
And analyzing the demographic profile of the chain’s location with a pickleball court reinforces the game’s increasingly wide appeal. Young consumer segments have been embracing the game in large numbers – and the Phoenix EōS Fitness location’s potential market includes a significantly higher share of 18 to 34-year-olds than the chain’s overall Arizona potential market. Residents of the pickleball location’s trade area are also less affluent than the chain’s Arizona average.
Pickleball has typically been associated with more affluent consumer segments, and it seems like this may be shifting. With more people than ever embracing the game, gyms that choose to add courts to their facilities may reap the foot traffic benefits.
The Fitness industry has undergone a significant transformation since COVID-19. The category’s outsize post-pandemic visit growth has begun to stabilize, and gyms are staying ahead by adapting to changing consumer preferences. Evenings are emerging as crucial dayparts for gym operators, likely driven by younger consumer segments. And niche fitness chains are seeing visit success, proving that there are plenty of ways for the Fitness segment to succeed.
