Do You Have a Client Retention Problem? And How to Calculate it

October 13, 2021 by
Photo Credit: The Element Movement

When it comes to client retention, gym business coaches agree, well above 90 percent is the gold standard. 

Active Life Rx: “We want gyms at a minimum standard (of) 94 percent retention, 97 percent is the goal,” said Active Life Rx founder Sean Pastuch. 

OPEX Fitness: “In our model, we like to see 93 percent as an indicator of good retention, and 95 percent as the beacon on a month-to-month basis,” said OPEX Fitness CEO Carl Hardwick. 

Factory Forged: “Ninety four percent and a great one is 97 percent is great,” said Chris Thorndike, the chief executive officer of Factory Forged.

Madlab Group: “Above 90 percent is really good, and 88 percent is pretty good, said business mentor Audrey Patterson. In practice, 88 percent means you have one percent churn per month,” she explained, or 12 percent over the course of the year.

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