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Gym churn rate calculator

Churn rate is the share of the members you started a period with who left during it: members who left, divided by members at the start. Enter your counts for a month, a quarter or a year and the calculator gives your churn rate, retention rate, the monthly equivalent and how long a membership lasts on average at that rate.

Length of the period
1mo

Churn rate

5%

20 members left during the period

Retention rate
95%
Yearly churn at that rate
46%
Average membership length
20 months

Monthly figures assume churn was steady across the period. Nothing you enter leaves your browser.

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How churn rate is calculated

Members who left = members at the start + new members − members at the end. Churn rate = members who left ÷ members at the start. Retention rate is the other side of the same number: 100% minus the churn rate, or (members at the end − new members) ÷ members at the start.

A worked example: you start the month with 400 members, 30 join, and you end with 410. That means 20 left, so the churn rate is 20 ÷ 400 = 5% and the retention rate 95%.

Members who joined and left within the same period count as members who left. They are easy to miss, and they say a lot about how well new members are welcomed.

Monthly, yearly, and why you can’t just multiply

Churn compounds: each month’s rate applies to the members who are still there. Losing 5% a month is about 46% over a year, not 60%. To compare a quarter with a month, the calculator converts any period into its monthly equivalent, then back into a yearly figure.

Pick one period and stick with it. A single month swings with holidays and January sign-ups; a rolling three or twelve months shows the trend.

Who counts as a member who left

Someone whose membership ended: they cancelled, or their contract or card ran out without a new one. Someone who hasn’t visited for weeks but still pays has not churned yet. They are the member you can still keep, and mixing the two hides them.

  • Count frozen or paused memberships separately rather than as churn, and be consistent about it.
  • For punch cards or class packs, decide when a member counts as gone (for example, a pack that ran out with no new one within a month) and keep that rule.
  • Use the same source for every count, such as your booking system’s member list, so the numbers add up.

Average membership length and revenue

At a steady monthly churn rate, the average membership lasts 1 ÷ monthly churn months: 20 months at 5% a month. Multiply by your average monthly fee for the revenue a typical member brings in over that time.

Treat both as rough. Churn is rarely steady: new members who haven’t built a routine yet tend to leave sooner than members who have trained with you for years. The figure is most useful for seeing what a change in churn is worth, for example how much longer the average member stays if monthly churn drops by one point.

From measuring churn to preventing it

A churn rate tells you how many members you lost after they left. PushBeyond’s retention dashboard flags members at risk every night, before they cancel, and gives your team a short list of members to contact each morning. It connects to Virtuagym, Trainin and GoHighLevel.

FAQ

Frequently asked questions

What is a good churn rate for a gym?

There is no benchmark we can stand behind: churn varies widely with contract length, price, type of gym and region, and published figures are measured in different ways. Your own trend, measured the same way every month, is the number to watch.

What is the difference between churn rate and retention rate?

They are two sides of one number. Churn rate is the share of starting members who left during a period; retention rate is the share who stayed. A 5% monthly churn rate is a 95% monthly retention rate.

Do I count members who joined during the period?

Not in the base: churn is measured against the members you started with. But if someone joins and leaves in the same period, they count as a member who left, which the formula handles because it uses your end count.

How do I turn a monthly churn rate into a yearly one?

Yearly churn = 1 − (1 − monthly churn)¹². At 5% a month that is about 46% a year. Multiplying by twelve overstates it, because each month’s losses come from a smaller group.

See which members are about to leave

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