Schedulous Glossary
Monthly Churn Rate
The percentage of members who cancel their membership in a given month.
Definition
The percentage of members who cancel their membership in a given month.
Why It Matters
Churn rate is the single most important number for understanding whether your gym is growing or shrinking. Even small changes in churn compound quickly: a gym with 5% monthly churn loses nearly half its members in a year without any new sign-ups.
Most gym owners track new members closely but undercount cancellations. Churn rate forces you to confront the full picture. If your front door is wide open but the back door is wider, growth stalls no matter how good your marketing is.
Tracking churn monthly (not quarterly or annually) lets you spot problems early. A spike in churn after a price increase, a coaching change, or a seasonal dip gives you a window to act before the damage compounds.
Formula
Members Lost / Total Members at Start of Month x 100
Industry Benchmark
Healthy gyms see 3-5% monthly churn. Above 7% signals a retention problem that needs immediate attention.
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Related Terms
Average Revenue Per Member (ARPM)
The average amount of revenue each active member generates per month.
Learn moreMonthly Recurring Revenue (MRR)
The predictable revenue your gym earns every month from active memberships.
Learn morePayment Recovery Rate
The percentage of failed payments that are successfully collected after the initial failure.
Learn moreAt-Risk Members
Members showing behavioral signals that they may cancel soon, such as declining attendance or missed payments.
Learn more