Schedulous Glossary
First Visit Retention
The percentage of new members who return for a second visit after their first check-in.
Definition
The percentage of new members who return for a second visit after their first check-in.
Why It Matters
First visit retention is one of the most undertracked metrics in the gym industry, but it is one of the most predictive. A member who never comes back after their first visit has essentially already canceled. They just have not told you yet.
The first visit experience sets the tone for the entire membership. Members who feel welcomed, oriented, and connected to a coach or community during their first visit are far more likely to return. Members who feel lost, ignored, or overwhelmed often do not.
Tracking this metric exposes onboarding gaps. If 30% of new members never return after their first visit, your sign-up process is working but your welcome experience is not. Simple fixes like a structured first-visit tour, a coach introduction, or a follow-up text within 24 hours can dramatically improve this number.
Formula
New Members Who Returned for Visit 2 / Total New Members x 100
Industry Benchmark
Aim for 75%+ first visit return rate. Below 60% indicates your onboarding experience needs attention.
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Related Terms
Monthly Recurring Revenue (MRR)
The predictable revenue your gym earns every month from active memberships.
Learn moreAverage Revenue Per Member (ARPM)
The average amount of revenue each active member generates per month.
Learn moreMember Lifetime Value (LTV)
The total revenue a single member generates over the entire duration of their membership.
Learn moreLead-to-Member Conversion Rate
The percentage of leads (inquiries, trials, walk-ins) who become paying members.
Learn more