Every studio owner has been told to "know your numbers." Fewer have been told which ones — so here's the working set: twelve KPIs, four groups, with the formula for each and what good looks like where honest published benchmarks exist. Pick them up one group at a time; a studio that truly watches twelve numbers is rarer than you'd think.
The twelve at a glance — every term here is also stated once, plainly, on the definitions page. The detail on each, and the trap in it, follows below.
| KPI | Formula | What "good" looks like | Where to find it in Mindbody |
|---|---|---|---|
| 1. Monthly recurring revenue | Sum of active auto-renewing memberships at their real monthly price, after discounts — no packs, drop-ins, gift cards or retail | see below | — |
| 2. Average revenue per member | Total monthly revenue ÷ active members | Strong studios around $200/mo (published); the trend matters more than the level | — |
| 3. Revenue per class | Class revenue ÷ classes held | see below | — |
| 4. New leads per month | New people who gave you a way to reach them and have never booked — by home location, by source | see below | — |
| 5. Speed to lead | Time from a lead arriving to the first human-quality contact | Minutes, not hours or days | — |
| 6. Intro-to-member conversion | Of intros that started in a month, the % holding a paid membership 60–90 days later | see below | — |
| 7. Monthly churn rate | Members who canceled ÷ members at start of month × 100 | Healthy ≈5% · best ≈3% (what we see across the studios we work with) | — |
| 8. Visit frequency | Average visits per member per week, with a spotlight on the first 30 days | see below | — |
| 9. At-risk count | Members whose attendance has fallen off their own baseline | see below | — |
| 10. Class fill rate | Attendance ÷ capacity, by class and time slot | see below | — |
| 11. Failed-payment recovery | Of auto-pays that failed this month, the share that ended in a successful charge | Systematic follow-up recovers roughly double ad-hoc chasing (in our experience) | — |
| 12. Recovered revenue | Running total of dollars that would have walked, traced to the action that saved them | see below | — |
Money
1. Monthly recurring revenue (MRR)
What it is: the sum of your active auto-renewing memberships at their real monthly price — after discounts, excluding packs, drop-ins, gift cards, and retail. Why it's first: it's the only revenue you can stand on. Packs and drop-ins are welcome guests; MRR pays the rent.
2. Average revenue per member (ARPM)
Formula: total monthly revenue ÷ active members. Published boutique benchmarks put strong studios around the $200-a-month mark, but the trend matters more than the level: rising ARPM means members are deepening; falling ARPM usually means discounting is doing your selling.
3. Revenue per class
Formula: class revenue ÷ classes held. The schedule is your factory floor, and this is its output rate. Watched alongside instructor cost per class, it settles most scheduling arguments on contact.
Funnel
4. New leads per month
What counts: a new person who gave you a way to reach them and has never booked — by home location, by source. The trap is blending sources: paid, organic, and walk-in leads behave so differently that one combined number is nearly meaningless.
5. Speed to lead
Formula: time from a lead arriving to the first human-quality contact. Sales research across industries is unambiguous — response inside minutes multiplies contact rates versus hours or days. In a studio, the lead you called while their yoga tab was still open is a different species from the one you emailed on Thursday.
6. Intro-to-member conversion
Formula: of the people whose intro offer started in a month, the percentage who hold a paid membership 60–90 days later. This — not intro sales — is the number that decides whether the front door works. Measure it as a cohort and follow each month's class forward.
Retention
7. Monthly churn rate
Formula: members who canceled ÷ members at the start of the month × 100. From what we see across the studios we run and work with, a healthy studio sits around 5% monthly and the best run near 3%; the broad industry average is far worse. Churn compounds viciously — 4% a month quietly means only about six in ten of today's members are with you next year. Run yours in dollars.
8. Visit frequency — especially the first 30 days
What it is: average visits per member per week, with a hard spotlight on new joiners. Industry retention studies keep finding the same thing: members who don't build a habit in their first month cancel at dramatically higher rates. A new member's first three weeks are worth more follow-up than their next year.
9. At-risk count
What it is: members whose attendance has fallen off their own baseline — the three-a-week regular now at one, the streak that stopped. It's the leading indicator behind churn (#7), which is a lagging one. This is the number your save outreach should be built on, because the save is cheap during the fade and expensive after the cancellation email.
Operations
10. Class fill rate
Formula: attendance ÷ capacity, by class and time slot — never just the studio-wide average, which always hides a packed 6pm subsidizing an empty 2pm. Read it as a distribution and prune or move the tail.
11. Failed-payment recovery
What it is: of the auto-pays that failed this month, the share that ended in a successful charge — not in "we sent an email." In our research across the studios we work with, systematic follow-up recovers roughly double what ad-hoc chasing does. Every point of recovery is revenue you already earned. Here's how we handle it.
12. Recovered revenue
What it is: the running total of dollars that would have walked — failed payments collected, fading members saved, expiring packs renewed — traced to the action that saved them. It's the scoreboard for all the follow-up work above, and the honest test of whether "knowing your numbers" is actually changing any of them.
Making twelve numbers one habit
None of these formulas are hard. The hard part is the assembly line: twelve numbers, pulled from different screens, on different schedules, with follow-up work attached to each — which is why most studios watch two or three and feel vaguely guilty about the rest.
That assembly line is the job Xyzios was built to do: every number above on one live board, compared honestly across locations, with the follow-up — the save list, the payment chase, the weekly brief — drafted by an AI staff and waiting for your approval. Start by seeing which of the twelve you're blind to: the two-minute studio check.