Schedulous Glossary
Monthly Churn Rate
The percentage of members who cancel their membership in a given month.
Definition
The percentage of members who cancel their membership in a given month.
Why It Matters
Churn rate is the single most important number for understanding whether your gym is growing or shrinking. Even small changes in churn compound quickly: a gym with 5% monthly churn loses nearly half its members in a year without any new sign-ups.
Most gym owners track new members closely but undercount cancellations. Churn rate forces you to confront the full picture. If your front door is wide open but the back door is wider, growth stalls no matter how good your marketing is.
Tracking churn monthly (not quarterly or annually) lets you spot problems early. A spike in churn after a price increase, a coaching change, or a seasonal dip gives you a window to act before the damage compounds.
Formula
Members Lost / Total Members at Start of Month x 100
Industry Benchmark
Healthy gyms see 3-5% monthly churn. Above 7% signals a retention problem that needs immediate attention.
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Related Terms
Trial-to-Member Conversion Rate
The percentage of trial or free-pass visitors who convert into paying members.
Learn moreAt-Risk Members
Members showing behavioral signals that they may cancel soon, such as declining attendance or missed payments.
Learn moreCommunity Engagement Rate
The percentage of members actively participating in your gym's community features, events, or social channels.
Learn moreFailed Payment Rate
The percentage of recurring membership payments that fail to process in a billing cycle.
Learn more