Schedulous Glossary
Member Lifetime Value (LTV)
The total revenue a single member generates over the entire duration of their membership.
Definition
The total revenue a single member generates over the entire duration of their membership.
Why It Matters
Lifetime value answers a fundamental question: how much is a member actually worth to your gym? This number drives every acquisition decision. If your average member stays 14 months and pays $89/month, their LTV is roughly $1,246. That means spending $200 to acquire them is a smart bet.
LTV also reveals the true cost of churn. Every member who cancels three months early represents hundreds of dollars in lost revenue. Small improvements in retention, even adding one extra month to the average membership length, can have an outsized impact on total revenue.
Comparing LTV across membership tiers, referral sources, or sign-up campaigns shows you which channels bring your most valuable members, not just the most members.
Formula
Average Monthly Revenue Per Member x Average Membership Duration (months)
Industry Benchmark
The average gym member stays 4-12 months. High-retention gyms push this to 18-24+ months, dramatically increasing LTV.
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Related Terms
Check-In Rate
The percentage of active members who check in at least once during a given period.
Learn moreFirst Visit Retention
The percentage of new members who return for a second visit after their first check-in.
Learn moreCost Per Lead (CPL)
The average amount you spend in marketing to generate one new lead.
Learn moreAverage Attendance Frequency
The average number of times a member visits or checks in per week or month.
Learn more