What this board answers
Do members come back, how many leave each month, and what is a member worth? It is the studio’s analyst: ARPU, churn, lifetime value, activation and tenure from the booking platform, with a revenue projection at the foot. For owners and Directors company-wide; a Location Manager gets retention for their own sites and none of the company economics.
How to read it
The top row:
- Membership ARPU: monthly recurring revenue divided by the members paying it.
- 190-day retention: share of a cohort still members after 90 days, against a target of 80%. When no cohort is old enough it is estimated from churn and says so.
- Visits / member: per month, with the weekly figure beside it.
- Repeat visit rate: members who visited two or more times in 30 days.
- Avg member lifetime: one divided by the three-month average churn, in months.
2Monthly churn is the last closed month: members lost divided by members at month start, with the three-month average, this month so far marked partial, and a six-month line. A note says when early months were reconstructed and read slightly low.
3Members at risk is the Keeper agent’s nightly count, with how many are high risk and the top signals. Open the list → opens the names. At risk by location puts the count beside a rate, so a big site is not mistaken for a bad one, and gives members with no recorded location their own row.
4Cancellation reasons is what members picked when they cancelled, this month against last. Some platforms do not share it; the panel says so.
5Member engagement (visiting 2+ times, average visits a week, active attendees including drop-ins and ClassPass, first-week activation) sits beside 6Unit economics (ARPU, lifetime value, CAC from paid ads, LTV : CAC). 7First visit → second visit is the share of first-timers who returned within 30 days; solid months are closed, dashed are still maturing and can only rise. Member tenure mix splits current members into 0–3 months, 3–12 months and a year or more.
8Revenue — actual + 3-month trend projection draws actuals solid and the Forecasting agent’s base scenario dashed; it refreshes on Mondays.
On a location tab, cohorts and cancellations follow the purchase location and engagement follows the class location; the projection, LTV and CAC stay on the company view. If you manage one location you see only that site’s rows.
On a location tab, Drill down lists only the documents and insights about that site; the company’s stay on All locations.
What to do here
- Read Monthly churn first, then Cancellation reasons for why. “Upgrade” is usually a plan switch, not a loss.
- Tap Open the list → under Members at risk and work it on the At Risk board, where saves are proposed and approved.
- Watch First-week activation. First weeks are the highest-churn window; a low figure here shows up in churn three months later.
- Use First visit → second visit closed months only when judging a change; the current month is not finished.
- Set your gross margin in Settings if the LTV note says it is using the industry estimate.
- ✦ Ask Xyzi in the top bar explains any figure; ◎ Report writes the board up.
Common questions
Churn shows last month, not this month.
A month-to-date churn reads near zero on the 2nd of every month. The last closed month is comparable; this month so far is shown beneath as partial.
My location’s retention cohort is smaller than its member count.
Cohorts key on where the membership was bought; engagement keys on where classes were taken. A member who bought elsewhere and attends here counts in engagement but not in the cohort.
What is “Location not recorded” under At risk by location?
Members whose home location the platform never set. They are on no site’s tab, so they get a row here rather than disappearing.
Why is the projection dashed?
It is a forecast, not a fact. Until the Forecasting agent has run, it is a simple three-month trend.
Why does 90-day retention say “est. from churn”?
No cohort has aged 90 days yet. The estimate is replaced by a measured cohort as soon as one exists.
