Schedulous Glossary
Member Acquisition Cost (MAC)
The total cost of acquiring one new paying member, including marketing, sales, and onboarding expenses.
Definition
The total cost of acquiring one new paying member, including marketing, sales, and onboarding expenses.
Why It Matters
Member acquisition cost goes beyond cost per lead by accounting for everything it takes to turn a stranger into a paying member. This includes ad spend, staff time on follow-up calls, trial class costs, and any sign-up incentives or discounts.
MAC becomes powerful when compared against lifetime value. If your MAC is $150 and your average member generates $1,200 in lifetime revenue, your return on acquisition is strong. But if MAC creeps above LTV, you are paying more to acquire members than they are worth. That is an unsustainable business.
Reducing MAC does not always mean spending less on marketing. It often means improving conversion rates, shortening the sales cycle, or building referral programs that bring in members at near-zero cost. The most efficient gyms acquire 30-50% of new members through referrals.
Formula
Total Acquisition Costs (marketing + sales + onboarding) / New Members Acquired
Industry Benchmark
Gym MAC typically ranges from $100-$300. Referral-heavy gyms can push below $75 per member.
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Related Terms
Member Referral Rate
The percentage of new members who join through referrals from existing members.
Learn moreMember Lifetime Value (LTV)
The total revenue a single member generates over the entire duration of their membership.
Learn moreRevenue Pace
A real-time projection of where your monthly revenue will land based on current collections and trends.
Learn moreAverage Attendance Frequency
The average number of times a member visits or checks in per week or month.
Learn more