01 — THE PULSE
24,612 members. This is their heartbeat.
Attendance follows a clear weekly rhythm with strong Monday peaks and a predictable summer dip. New-year motivation created our biggest wave.
Attendance follows a clear weekly rhythm with strong Monday peaks and a predictable summer dip. New-year motivation created our biggest wave.
WEEKLY VISITS (26 WEEKS)
PEAK DAY MONJAN SPIKESUMMER DIP
01B — VISIT PATTERNS
The week has a shape.
VISITS BY DAY (AVG PER WEEK)
VISITS BY HOUR (ALL DAYS)
NEW VS RETURNING
MEMBER TENURE (MONTHS)
VISITS DISTRIBUTION (PER MEMBER / MONTH)
02 — THE SILENT QUITTERS
1,842 members already left. They just haven’t cancelled.
These members’ visits have fallen off a cliff. 68% probability of churn if nothing changes in the next 8 weeks.
CHURN PROBABILITY
REVENUE AT RISK
£428K / YEAR
visit decay >60% over 8 weeks
AT RISK MEMBERS
1,842
AVG REVENUE / MEMBER / YR
£232
02B — COHORT DECAY
The drop-off repeats every week.
These members’ visits have fallen off a cliff. 68% probability of churn if nothing changes in the next 8 weeks.
COHORTS BY FIRST VISIT WEEK
03 — CLASSES THAT BURN MONEY
Tuesday spin is full. Thursday Pilates pays to be empty.
Club floor plan — select a room
03B — CLASS SCHEDULE
Fourteen classes need a new slot.
WEEKLY CLASS FILL RATE (%)
TOP UNDERPERFORMING CLASSES (FILL < 40%)
EMPTY SLOTS COSTING YOU
£96K / YEAR
04 — THE UNIT ECONOMICS
A member costs £74 and returns £642.
04B — CLUB LEAGUE · 07-12
The economics weaken down the table.
05 — REACH THEM FIRST
Reach 1,842 members before the cancel button.
05B — RECOVERY IMPACT
The plan recovers £313K a year.
RECOVERY IMPACT (CUMULATIVE £)
RECOVERY SUMMARY
Churn announces itself. Listen earlier.