Market data
Best counties for a wellness franchise in Missouri
All 115 counties in Missouri, ranked by a weighted model of the Census demographics that drive wellness membership demand: household income, population density, affluent-household share, education, and how close the median age sits to the 45-ish wellness buyer. The population-weighted median household income statewide is $67,554.
Open Missouri in the interactive map to colour these counties by any single metric, drop a pin and re-rank by drive distance, or drill down to census-tract level inside a metro.
| # | County | Score | Median income | Population | Density | Median age | HH $100k+ |
|---|---|---|---|---|---|---|---|
| 1 | St. Charles County | 74 | $99,596 | 406k | 725/sq mi | 39.4 | 50% |
| 2 | Platte County | 65 | $92,543 | 107k | 255/sq mi | 38.7 | 45% |
| 3 | St. Louis County | 64 | $78,067 | 1000k | 1,968/sq mi | 40.2 | 39% |
| 4 | Clay County | 56 | $82,264 | 253k | 636/sq mi | 37.5 | 39% |
| 5 | Cass County | 55 | $82,473 | 108k | 155/sq mi | 39.9 | 40% |
| 6 | St. Louis city | 54 | $52,941 | 298k | 4,829/sq mi | 36.5 | 24% |
| 7 | Jefferson County | 50 | $77,217 | 227k | 346/sq mi | 39.9 | 36% |
| 8 | Lafayette County | 50 | $78,397 | 33k | 52/sq mi | 41.4 | 35% |
| 9 | Lincoln County | 49 | $82,543 | 60k | 96/sq mi | 37.1 | 37% |
| 10 | Christian County | 48 | $75,787 | 90k | 159/sq mi | 39.1 | 34% |
| 11 | Warren County | 47 | $75,531 | 36k | 83/sq mi | 41.3 | 35% |
| 12 | Cole County | 46 | $70,667 | 77k | 196/sq mi | 39.6 | 32% |
| 13 | Jackson County | 44 | $65,169 | 716k | 1,184/sq mi | 37.0 | 30% |
| 14 | Andrew County | 43 | $68,774 | 18k | 42/sq mi | 41.5 | 32% |
| 15 | Franklin County | 43 | $70,111 | 105k | 114/sq mi | 40.9 | 32% |
| 16 | Osage County | 42 | $70,313 | 13k | 22/sq mi | 41.4 | 29% |
| 17 | Ray County | 42 | $69,779 | 23k | 41/sq mi | 42.0 | 31% |
| 18 | Callaway County | 42 | $70,599 | 45k | 53/sq mi | 39.6 | 29% |
| 19 | Boone County | 40 | $66,564 | 184k | 268/sq mi | 31.8 | 31% |
| 20 | Clinton County | 39 | $66,494 | 21k | 50/sq mi | 40.9 | 27% |
| 21 | DeKalb County | 39 | $67,910 | 12k | 28/sq mi | 41.7 | 27% |
| 22 | Ste. Genevieve County | 38 | $61,215 | 18k | 37/sq mi | 44.0 | 30% |
| 23 | Cape Girardeau County | 38 | $65,070 | 82k | 141/sq mi | 36.9 | 28% |
| 24 | Ralls County | 37 | $62,615 | 10k | 22/sq mi | 45.5 | 25% |
| 25 | Chariton County | 37 | $61,910 | 7k | 10/sq mi | 45.7 | 24% |
Showing the top 25 of 115 ranked counties. See all 115 in the map.
How the score is built
Each factor is scaled 0–100 against the other counties in Missouri, then weighted and blended. The defaults lean on income (30%) and density (20%), with affluent households (15%), age fit (10%) and education (5%) behind them. Because the ranking is relative to the state, a score of 90 in one state is not the same absolute market as a 90 in another — it means “strong for Missouri”.
The interactive map adds a sixth factor, distance from a pin you drop, and lets you change every weight. A recovery studio selling $200 memberships should push affluence up; a high-volume gym should push density up. The ranking above is the default balance, not a verdict.
Where the data comes from
US Census American Community Survey 2022 5-year estimates for the demographics, and Census Gazetteer land areas for density, which excludes water so coastal counties are not diluted. Both are public domain and update annually. These figures describe the population, not the market: they contain no competitor locations, traffic counts, or real-estate availability.
Frequently asked questions
- Which county in Missouri scores best for a wellness franchise?
- St. Charles County ranks first with a score of 74 out of 100, on a median household income of $99,596 and 725 people per square mile. The score blends income, density, affluent-household share, education and age fit — it reflects demographics only, not competition or available real estate.
- How many counties does Missouri have?
- 115, all of which are included here covering a population of about 6.2M. Figures come from the US Census American Community Survey 2022 5-year estimates.
- What demographics matter most when picking a franchise territory?
- For wellness concepts, median household income and the share of households above $100k predict whether members can afford a recurring membership; population density predicts how many prospects sit inside a realistic drive time; and median age matters because wellness, recovery and aesthetics buyers skew roughly 35 to 65. Weight them against your own concept rather than accepting a single blended score.
- Is a high score a guarantee the location will work?
- No. These rankings measure demographics only. They know nothing about existing competition, traffic counts, available real estate, local licensing, or whether the brand has already sold the territory. Treat a high score as a shortlist for a site visit, not a decision.
Next steps
- Explore Missouri on the map — colour by any metric and drill into census tracts.
- How to choose a franchise site — turning a shortlist into a signed lease.
- Franchise territory rights — what protection you actually get inside that radius.
- Rent affordability calculator — what a location in these markets can carry.
- Startup cost estimator — what it costs to open once you have picked one.