Beyond Basic Reports
Most gym software shows reports. Few gyms know what to do with them.
The difference between good and great gyms? Data-driven decisions.
The Metrics That Matter
Revenue Metrics:
- Monthly Recurring Revenue (MRR)
- Average Revenue Per Member (ARPM)
- Revenue per sq.ft
- Collection efficiency
- Yield percentage
Member Metrics:
- Active member count
- Net member growth
- Churn rate (monthly)
- Lifetime value (LTV)
- Engagement score
Operational Metrics:
- Capacity utilization
- Peak hour percentage
- Trainer utilization
- Class fill rates
- Revenue per trainer
Key Formulas
Monthly Churn Rate:
(Members Lost ÷ Starting Members) × 100
Example: 15 lost ÷ 500 members = 3%
Target: Below 3% monthly
Member Lifetime Value:
Average Monthly Value × Average Membership Length
Example: ₹3,000 × 14 months = ₹42,000
Collection Efficiency:
(Collected ÷ Billed) × 100
Example: ₹4,50,000 ÷ ₹5,00,000 = 90%
Target: Above 95%
Renewal Rate:
(Renewed ÷ Due for Renewal) × 100
Example: 45 ÷ 60 = 75%
Target: Above 80%
Weekly Dashboard
Every Monday, Check:
- New joins last week
- Renewals completed vs due
- Collection status
- Attendance trends
- Expiring next week
Quick Action List:
- Members to call (inactive)
- Renewals to follow up
- Payments to collect
- Leads to convert
Monthly Deep Dive
Revenue Analysis:
- MRR trend (3-month)
- Revenue by membership type
- Addon revenue growth
- PT revenue percentage
- Collection vs billing
Member Analysis:
- Joins vs exits
- Churn by membership type
- Tenure distribution
- Engagement patterns
- Risk members identified
Operational Analysis:
- Peak hour data
- Class performance
- Trainer productivity
- Space utilization
- Cost per member
Predictive Indicators
Early Warning Signs:
- Attendance drop (before cancellation)
- Payment delays (before default)
- Class attendance decline (before unhappiness)
- Complaint increase (before churn)
Growth Indicators:
- Referral increase
- Upgrade interest
- Class popularity
- Positive feedback
Cohort Analysis
Track Members By Join Month:
- 30-day retention
- 90-day retention
- 6-month retention
- Annual renewal rate
Identify Patterns:
- Best acquisition channels
- Best-performing salespeople
- Seasonal join quality
- Pricing impact on retention
Benchmarking
Compare To:
- Last month
- Same month last year
- Industry average
- Your own targets
Industry Benchmarks (India):
| Metric | Poor | Average | Good | Excellent |
|---|---|---|---|---|
| Monthly Churn | >5% | 3-5% | 2-3% | <2% |
| Renewal Rate | <65% | 65-75% | 75-85% | >85% |
| Collection | <85% | 85-92% | 92-97% | >97% |
| PT Uptake | <15% | 15-25% | 25-35% | >35% |
Data-Driven Decisions
Pricing Decisions:
- Which plans have best retention?
- Price sensitivity by segment?
- Optimal price points?
Marketing Decisions:
- Best acquisition channels?
- Cost per lead by source?
- Conversion rates?
- Best offer performance?
Operational Decisions:
- Optimal hours of operation?
- Staff scheduling efficiency?
- Equipment investment ROI?
- Space allocation optimization?
Building a Data Culture
For Staff:
- Share relevant metrics
- Celebrate improvements
- Tie incentives to data
- Train on data usage
For Decision-Making:
- Data before opinion
- Test and measure
- Regular reviews
- Continuous optimization
Technology Requirements
Essential:
- Automated data collection
- Real-time dashboards
- Exception alerts
- Historical trends
WTF Powered Analytics:
- 100+ pre-built reports
- Custom dashboard
- Automated alerts
- Trend analysis
- Benchmarking
Conclusion
Data turns guesswork into strategy. Focus on metrics that matter, review regularly, and take action on insights.
Start with basics, build expertise, and let data guide your gym's growth.