Gyms & fitness studios
Membership churn, new sign-ups that don't stick, trial conversion and member value.
Your gym already knows who's about to leave.
Every check-in, class booking and direct debit is recorded. Right now each system does one job: open the door, fill the class, collect the fee. Joined up, they show which members are drifting, which habits make people stay, and what each member is really worth.
Run the numbers for your gym.
Enter five figures and every estimate below recalculates for your gym.
That's about $39,000 a month in memberships, about 24 members leaving each month, and an average member staying about 25 months.
Door access selected
Door access
Members whose visits are sliding
Every swipe at the door is a visit. A member who drops from three visits a week to one is usually weeks away from cancelling, and the check-in record shows that slide long before the cancellation email arrives.
What it gets you
- A weekly list of members worth a friendly check-in
- Reach people while they're still deciding, not after
- Fewer cancellations without discounting
Example data
Weekly visits of members who cancelled, in the weeks before they left
Visits start sliding about five weeks before a cancellation. That's the window to reach out, and it's visible in data the gym already has.
Example estimate
+$7ka year
If outreach saves 1 in 10 of the about 24 members who cancel each month, all year, each staying 4 more months at $65.
If you acted on all of it
+$119ka year
Some of these overlap, so read this as the ceiling, not a forecast.
- Door access+$29k
- Memberships and billing+$31k
- Class bookings+$20k
- Front desk and PT+$40k
Common problems for gyms
Members quietly cancelling
Spot members whose attendance is sliding before they cancel, while there's still time to reach out.
New sign-ups that don't stick
Compare the first 90 days of members who stay with those who leave, and find the early habits that predict staying.
Trials that don't convert
Track which intro offers and trial classes actually turn into paying memberships.
Not knowing what a member is worth
Work out lifetime value, what an average member brings in over their whole membership, so you know what you can spend to win one.
Recurring revenue, with and without action
Example churn output: a steady stream of new signups builds up recurring revenue each month, but churn caps how high it can climb. Both lines run on the same signups and churn rate until month 5, when a retention campaign lowers churn for one group. From there, that group's revenue climbs toward a higher ceiling while the untouched group stays capped where it started.
Charts on this page use example data, not a real client's numbers.
Book a free consultation
Tell us about your business and the questions on your mind. We'll tell you what your data can answer and whether we're the right fit. No cost and no obligation.