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.
Stop guessing. Start tracking.
Schedulous tracks member acquisition cost (mac) and every metric that matters, so you can focus on your members.
Zero obligation · No credit card · No commitment to buy
Related Terms
Monthly Churn Rate
The percentage of members who cancel their membership in a given month.
Learn moreClass Utilization Rate
The percentage of available class spots that are actually filled by attending members.
Learn moreAt-Risk Members
Members showing behavioral signals that they may cancel soon, such as declining attendance or missed payments.
Learn moreAverage Revenue Per Member (ARPM)
The average amount of revenue each active member generates per month.
Learn more