Gym churn & member lifetime value calculator
Calculate monthly and annual member churn, average membership length, lifetime value, and what a 1-point retention improvement is worth.
Acquisition is expensive. This calculator shows what cancellations already cost, how long a member is worth, and how much a small retention gain is worth — the number that makes follow-up worth doing.
Churn & lifetime value
Use last month’s starting headcount, signups, and cancellations. Average revenue is what you actually collected per member.
Active members on day 1 — not including this month’s brand-new signups.
Used for net growth, not for the churn rate.
Members who ended an active membership, including pauses that you treat as lost.
Membership + extras, divided by active members. Include VAT if that is how you look at revenue.
Your numbers
Monthly churn
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Cancellations ÷ starting members.
Annualized churn
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If this month’s rate held for 12 months.
Average membership length
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Months. 1 ÷ monthly churn.
Member lifetime value
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ARPU ÷ monthly churn.
Net member change
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Signups minus cancellations this month.
Value of this month’s leavers
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Cancellations × LTV — revenue those members will not generate.
Churn cost / year
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If today’s annualized rate applies to your current base.
Worth of −1 point monthly churn
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For example 5% → 4%. Compounded over a year on your current base.
Estimates only. Churn is cancellations ÷ starting members (standard monthly logo churn). It does not split voluntary vs. involuntary (failed payments). Fixing failed billing often moves this number as much as coaching quality.
What “good” churn looks like
A well-run independent gym or box often lands around 3–5% monthly churn (roughly 30–45% annualized). Boutique studios with short class packs can look higher even when the business is healthy — packs are supposed to expire. Compare yourself to a similar model, not to a big-box gym.
The useful number is often not the percentage but what a 1-point improvement is worth. That is the budget for reaching members whose visit frequency is falling — a birthday message does not need a huge campaign if each saved member is worth hundreds of euros.
Catch cancellations earlier in Sessy
Sessy tracks visit frequency and trends, tags at-risk members, and can remind the responsible coach when someone goes quiet. Payments via Stripe or SEPA also cut involuntary churn from missed transfers.
See who is drifting before they cancel. 30-day free trial, no credit card.
Churn & LTV FAQ
How to measure retention in a membership business
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