Your churn rate,in dollars.
A churn percentage is easy to shrug at. The same number as revenue walking out the door is not. Three sliders — members, cancellations, price — and the math is done, with boutique benchmarks to hold it against.
Last month, roughly.
Set the sliders to match your studio — everything updates as you go.
The bar is what we see across our own studio and the studios we work with, not a measurement of yours. Your real churn — and who is about to add to it — comes from your real data.
Wondering where the rest leaks? Try the revenue leak calculator →
Churn math, in plain English.
Monthly churn rate = members who canceled ÷ members at the start of the month × 100. Start with 240, lose 12, and that’s 5%. It compounds hard: 5% a month means only about 54% of today’s members are still with you in a year — while a studio holding 3% keeps roughly 70%. One point of monthly churn is the difference between a growth year and a treadmill.
What owners ask about churn.
How do you calculate a gym or studio churn rate?
Divide the members who canceled during the month by the members you had at the start of it, then multiply by 100. Start the month with 300 members and lose 12, and your monthly churn is 4%. Annualize retention by compounding: (1 − monthly churn) to the twelfth power — 4% monthly compounds to roughly 61% annual retention.
What is a good churn rate for a boutique fitness studio?
In our research across the studios we work with, a healthy studio sits around 5% monthly churn and the best run near 3% — which compounds to roughly 54% and 70% annual retention respectively. Industry-wide averages sit below the best boutique studios — the broad fitness-facility average is in the mid-60s for annual retention — so a boutique studio near 3% monthly is doing well, and every point below that is real money.
Churn rate or retention rate — which should I track?
They are the same fact from two directions: monthly churn is the leak, annual retention is what survives it. Track monthly churn to catch problems fast — a bad month shows up immediately — and annual retention to judge the year.
How do I actually reduce churn?
Catch the fade before the cancellation. Members almost never quit cold — attendance drops for weeks first, and that fade is visible in your booking data long before the cancel email arrives. The playbook: watch visit frequency, reach out while the member is fading rather than after they’re gone, and make sure a failed payment never quietly becomes a lost member.
Churn is a lagging number. The fade is a leading one.