The Membership Base

Active members

Average dues ($/mo)

Monthly churn (%)

New members per month

Marketing spend ($/mo)

Ancillary revenue per member ($/mo)

Churn is cancellations divided by members at the start of the month. Ancillary is PT, retail, programs, and guest fees averaged across all members.

Costs

Variable cost per member ($/mo)

Rent and occupancy ($/mo)

Payroll ($/mo)

Other fixed costs ($/mo)

MRR

Member LTV

CAC

LTV : CAC

Break-even members

Monthly profit

The twelve-month member and cash projection, the churn-by-dues profit grid, the action list, and a printable summary.

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Churn