Fitness Studio Membership Calculator

What is a member worth, and what does churn cost you?

Type your members, price, churn, joins and costs. The tool shows lifetime value, what it costs to win a member, how long they take to pay it back, where your member count settles, how many members cover your fixed costs, and what one point less churn or ten dollars more on price is worth.

Arithmetic on the numbers you type. Not tax, legal or financial advice. The values shown are placeholder data, not benchmarks or any real studio's figures.

Your studio

Current paying members

Monthly membership price ($)

Average per member after intro discounts.

Monthly churn (%)

Share of members who cancel in a month. 6 means about 1 in 17.

New members per month

Marketing spend ($/month)

Ads, promos, referral rewards, intro-offer cost.

Card fee (%)

Card fee per charge ($)

Variable cost per member ($/month)

Towels, software seats, per-member supplies.

Fixed costs ($/month)

Rent, instructors, utilities, insurance, software. Not owner pay.

Classes per week

Spots per class

Visits per member per month

Average, from your check-in data.

Months to project

3 to 36.

Questions people ask

What is a good churn rate for a boutique fitness studio?

It varies a lot by format, price and how members join, so this tool does not claim a benchmark. Use your own cancellations divided by members at the start of the month, averaged over a few months. The tool then shows what each point of churn is worth in profit.

How do I calculate member lifetime value?

Multiply what a member contributes each month after card fees and variable costs by the expected number of months they stay, which is 100 divided by monthly churn. At 6% churn the average member stays about 17 months. Lifetime value here is contribution, not revenue, and is not discounted.

What is a good LTV to CAC ratio for a studio?

Many owners aim for at least 3 to 1, but that is a rule of thumb, not a standard. The tool shows your ratio and the months it takes a new member to repay what you spent to win them, using your marketing spend divided by new members.

Why does the member count stop growing?

Each month a share of members leaves and a fixed number joins, so the count settles where joins equal churned members: new members per month divided by monthly churn. Lowering churn raises that ceiling, which is why retention often beats more ads.

Not decided

Whether your price is right for your market, what churn you will actually see, seasonality, how intro offers change retention, instructor pay and scheduling, lease terms, owner pay, taxes, equipment and financing, retail or personal training revenue, and whether any member is worth keeping. This is a projection from the numbers you typed, not a forecast.