Three Numbers Worth Checking Once a Month
Most studio owners know last month's revenue to the dollar. Fewer know how many members quietly stopped coming. The second number usually explains the first.
We look at three numbers with every studio we work with. None of them needs special software. A booking export, a spreadsheet and a quiet half hour will do. Once a month, same day, ideally before the coffee goes cold.
Renewal rate on packs and memberships that ended
Of the packs and memberships that ran out last month, how many were followed by a new purchase within two weeks.
To pull it, export sales for the last two months. Keep the packs and memberships that ended last month, either used up or expired. For each person, check whether they bought again within 14 days. Divide the second count by the first.
An example, with made-up numbers: 40 packs ended in September. 26 of those people bought again. That is 65 percent, and it leaves 14 people who did not.
The percentage is useful for comparing months. The 14 names are more useful this week. They are not lost, they are undecided. A short note from someone they know tends to settle it.
"Hi Ana, your pack finished last week. Your Thursday 7am still has a spot if you want it. No rush. Mia"
We wrote more on catching people before the pack ends in A Front-Desk Script for Expiring Class Packs.
Members who lapsed in the last 90 days
Everyone who used to come and has stopped, without saying so. Very polite, really.
A simple definition: no visit in the last 30 days, nothing booked, but at least two visits in the 90 days before that. Adjust it to how your studio works. A reformer studio where regulars come twice a week can tighten it. A studio with monthly workshops can loosen it.
To pull it, export visit history, find each person's last visit date and sort oldest first. Remove anyone with a future booking or a frozen membership.
Watch the direction more than the size. A lapsed list that grows three months in a row says something changed: a timetable, an instructor, a price. A list that stays flat is a normal amount of life getting in the way.
"Hi Tom, we haven't seen you since early September. No agenda. If the schedule stopped working for you, tell us what would."
Skip the discount in the first message. Send something a person would send.
Intro offer to membership
Of everyone who started an intro offer two months ago, how many went on to buy a regular pack or membership.
Use a group from two months back, not last month. Most intro offers run a few weeks, and people need time to decide. Counting too early makes every month look worse than it is.
Another example, with made-up numbers: 22 people started an intro offer in August. 7 bought a pack or membership by the end of September. That is 32 percent.
The useful part is where the other 15 stopped. Some came once and never booked again. Some used every class and then went quiet at the moment of buying. They are different problems. The first is about the first class. The second is about the offer that comes after it.
"Hi Lena, two classes in. How is your body feeling? If it helps, we can suggest which class to try next."
Keep it on one page
A small table is enough. One row per month, one column per number, plus a column for what you did about it. After a few months the rows start to talk to each other. A timetable change in March shows up in the lapsed column in April.
The numbers do not need to be perfect. A rough count every month beats an exact one every year. What matters is that each number ends in a short list of people, and that someone messages them before Friday.
Or we do the counting
If the export is the part that never happens, send it to us. An Excel file, a Google Sheet link or a few pasted rows, with names removed. Within two business days we send back who is due, who has lapsed and who is slipping, with messages ready to use.
