Schedulous Glossary
The metrics that matter for gym owners
Actionable definitions, formulas, and benchmarks for the numbers that drive gym growth and retention.
At-Risk Members
Members showing behavioral signals that they may cancel soon, such as declining attendance or missed payments.
At any given time, 10-15% of your member base may be showing at-risk signals. Proactive outreach can save 20-40% of at-risk members.
Learn moreAverage Attendance Frequency
The average number of times a member visits or checks in per week or month.
Engaged members visit 2-4 times per week. An average below 1.5 visits per week across your base suggests an engagement problem.
Learn moreCheck-In Rate
The percentage of active members who check in at least once during a given period.
Strong gyms see 65-80% of members checking in at least once per week. Below 50% means a significant portion of your base is disengaged.
Learn moreMonthly Churn Rate
The percentage of members who cancel their membership in a given month.
Healthy gyms see 3-5% monthly churn. Above 7% signals a retention problem that needs immediate attention.
Learn moreClass Utilization Rate
The percentage of available class spots that are actually filled by attending members.
Aim for 70-85% utilization across your schedule. Below 50% suggests the class or time slot needs reevaluation.
Learn moreCommunity Engagement Rate
The percentage of members actively participating in your gym's community features, events, or social channels.
Gyms with active communities see 30-50% of members engaging beyond just workouts. This correlates with 20-30% better retention.
Learn moreCost Per Lead (CPL)
The average amount you spend in marketing to generate one new lead.
Gym CPL varies widely by market: $15-$30 for organic/referral, $30-$75 for paid digital. Track by channel for actionable insights.
Learn moreFailed Payment Rate
The percentage of recurring membership payments that fail to process in a billing cycle.
Industry average is 5-10% of payments failing each cycle. Well-managed gyms keep this below 5% with proactive card updating and quick follow-up.
Learn moreFirst Visit Retention
The percentage of new members who return for a second visit after their first check-in.
Aim for 75%+ first visit return rate. Below 60% indicates your onboarding experience needs attention.
Learn moreLead-to-Member Conversion Rate
The percentage of leads (inquiries, trials, walk-ins) who become paying members.
Strong gyms convert 20-30% of leads into members. Below 15% usually means the follow-up process needs work.
Learn moreMember Lifetime Value (LTV)
The total revenue a single member generates over the entire duration of their membership.
The average gym member stays 4-12 months. High-retention gyms push this to 18-24+ months, dramatically increasing LTV.
Learn moreMember Acquisition Cost (MAC)
The total cost of acquiring one new paying member, including marketing, sales, and onboarding expenses.
Gym MAC typically ranges from $100-$300. Referral-heavy gyms can push below $75 per member.
Learn moreMonthly Recurring Revenue (MRR)
The predictable revenue your gym earns every month from active memberships.
Growing gyms increase MRR by 3-5% month over month. Flat MRR usually means new sign-ups are only replacing cancellations.
Learn moreNet Member Growth
The difference between new members gained and members lost in a given period.
Sustainable gyms maintain positive net growth of 2-5% monthly. Seasonal dips are normal but should be offset by strong months.
Learn morePayment Recovery Rate
The percentage of failed payments that are successfully collected after the initial failure.
Top gyms recover 60-80% of failed payments. Below 40% means money is being left on the table.
Learn moreMember Referral Rate
The percentage of new members who join through referrals from existing members.
Healthy gyms see 20-40% of new members coming from referrals. Below 15% suggests your referral program needs improvement or members are not engaged enough to recommend you.
Learn moreMember Retention Rate
The percentage of members who remain active over a given period.
Top-performing gyms retain 80%+ of members annually. The industry average hovers closer to 60-70%.
Learn moreRevenue Pace
A real-time projection of where your monthly revenue will land based on current collections and trends.
Gyms that track pace weekly are 2-3x more likely to hit monthly revenue targets than those who review revenue monthly.
Learn moreAverage Revenue Per Member (ARPM)
The average amount of revenue each active member generates per month.
Most gyms fall between $50-$150 per member per month. Gyms with strong ancillary revenue (PT, retail, events) often exceed $120.
Learn moreTrial-to-Member Conversion Rate
The percentage of trial or free-pass visitors who convert into paying members.
Well-run gyms convert 40-60% of trial visitors. Below 25% suggests the trial experience or follow-up needs significant improvement.
Learn moreTrack every metric in one dashboard
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