KPIs for Gyms and Fitness Studios
These are the KPIs a gym or fitness studio tracks for membership, attendance and revenue per member. Retention matters most, because replacing a lost member costs more than keeping one.
The KPIs to track
Membership churn rate
Members who cancelled in a period divided by members at the start of the period.
Average membership length
The average number of months members stay, often estimated as one divided by the monthly churn rate.
Revenue per member
Total revenue divided by the average number of active members.
Class utilisation
Attendees divided by class capacity, averaged across classes.
Visits per member
Check-ins divided by active members in the period, a measure of engagement.
Lead-to-join conversion
New members divided by leads or trial sign-ups in the period.
Customer Acquisition Cost (CAC)
Customer acquisition cost is the average spend needed to win one new customer, including marketing and sales costs.
Formula and SQL query on the Customer Acquisition Cost (CAC) page.
Customer lifetime value estimates the total gross profit a customer brings before they leave.
Formula and SQL query on the Customer Lifetime Value (LTV) page.
Where the data usually lives
A membership management system, door access or check-in logs, a booking system and payment processor reports.
Measurement mistakes to avoid
- Frozen and paused memberships need a rule, or active members and churn are both off.
- Low visit counts predict cancellation but are a signal, not proof; check against actual cancellations.
- Annual joiners in January make churn look lower in some months than the underlying behaviour.
Questions to ask your data
You can type these as plain questions. SchemaChat turns each one into SQL against your connected database or uploaded file, runs it, and shows the SQL and the figures it used so you can check the answer before you share it. Check that the result matches how your business defines each KPI.
- What is monthly membership churn and how has it changed?
- Which classes are consistently under half full?
- How many members have not visited in 30 days?
- What share of free trials became paying members?