Fitness, Gym & Studio Marketing Calculators
For gyms, boutique studios, CrossFit boxes, yoga and Pilates studios, and martial arts schools. Find out what churn costs, what a trial is worth, and where revenue is hiding. Results update as you type. No email required.
Churn cost
Every member who cancels has to be replaced just to stay flat. See what churn is really costing you and what a small improvement is worth.
Annual revenue walking out the door
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- Members lost per month
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- Members lost per year
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- Average membership length
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- Lifetime value of a member
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- Acquisition spend just to replace them
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- Members saved per year at target churn
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- Lifetime value gain per member at target churn
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- Net annual gain from retention program
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Trial-to-member funnel
Work out what a free trial, intro offer, or first class is worth so you know how much you can pay to get one.
Value of one trial sign-up
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- Trials attended per month
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- New members per month
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- Trial-to-member rate
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- Lifetime value of a member
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- Current cost per new member
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- Affordable cost per trial
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- Affordable cost per new member
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- Value of raising show rate to 85%
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Class capacity utilization
Empty spots in a class cost nothing extra to fill. See how much revenue your schedule could hold and where the gaps are.
Unused revenue per month (to target)
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- Total spots per week
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- Current utilization
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- Empty spots per week
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- Spots to fill to reach target
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- Unused revenue per year
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- Members needed to fill the gap
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- Cost of running weak classes per month
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- Revenue per instructor dollar (current)
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Personal training attach rate
Personal training, small group training, and nutrition coaching are your highest-margin products. See what a few more points of adoption are worth.
Added PT revenue per year
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- PT clients now
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- PT revenue per month now
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- PT gross profit per month now
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- New PT clients at target rate
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- Added gross profit per year
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- Membership dues saved by lower churn (yearly)
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- Total annual impact
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- Trainer capacity used at target
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- Lifetime value of one PT client
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Referral program value
Members who bring friends stay longer and cost nothing to acquire. Compare referral cost per member against your paid channels.
New members from referrals per year
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- Referring members per year
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- Referred guests per year
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- Total incentive cost
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- Cost per referred member
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- Savings vs. paid acquisition
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- Lifetime revenue from this year's referrals
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- Return on program cost
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- Each 5-point rise in referral rate adds (members/yr)
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Membership price change modeler
Scared to raise prices? Model what happens to revenue if some members cancel, and find the churn you can absorb and still come out ahead.
Change in monthly revenue (month 1)
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- New monthly dues
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- Monthly revenue now
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- Monthly revenue right after the change
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- Monthly revenue in 12 months
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- Monthly revenue in 12 months without the change
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- Total 12-month revenue impact
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- Members in 12 months (with vs. without)
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- Max cancellations you can absorb and still gain
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| Price change | Cancel rate to break even | Month 1 gain at your cancel rate |
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