Are you interested in maximizing the success of your fitness center? Do you want to know which metrics to track and calculate to optimize your business? Look no further, as we outline the top seven fitness center KPIs to monitor.

• Monthly recurring revenue: One of the most essential KPIs to track and monitor regularly is your fitness center's monthly recurring revenue. This metric will help you assess your center's financial health and growth over time.
• Group fitness class participation rate: Participating in group fitness classes is one of the most popular activities for fitness enthusiasts. Keep track of the participation rate of each class to identify the most popular classes and optimize your schedule.

Monitoring these KPIs will allow you to gain deeper insights into your fitness center's performance and take necessary measures to achieve desired growth. But wait, there's more!

• Personal training revenue: Offering high-quality personal training services can increase your fitness center's revenue streams, and accurately tracking all revenue from this category helps you optimize your offerings.
• Referral program success rate: Track the percentage of new memberships that come through your referral program and identify the key factors contributing to the success or failure of your program.

Keep track of these KPIs regularly and see your business thrive in no time. Stay tuned for our next post on how to calculate these KPIs for optimal business performance!

## 1. Monthly Recurring Revenue

### Definition

Monthly Recurring Revenue (MRR) is the amount of revenue generated by a fitness center through a recurring monthly subscription or membership fee.

### Use Case

MRR is a key performance indicator (KPI) for fitness centers that operate on a subscription or membership basis. It helps businesses to forecast their revenue, track their growth, and measure the success of their marketing and promotional efforts.

### How to Calculate KPI

To calculate MRR:

MRR = Total recurring revenue per month

### Calculation Example

For example, a fitness center has 200 monthly members paying \$50 per month and 150 quarterly members paying \$150 every three months. The calculation for MRR would be:

MRR = (200 x \$50) + (150/3 x \$150) = \$10,000

• Provides predictable revenue stream
• Helps to measure the success of promotional activities
• Encourages business growth and financial stability

• Does not account for one-time or non-recurring revenue
• May be impacted by seasonal fluctuations or changes in customer behavior
• May be heavily influenced by customer churn rate

### KPI Industry Benchmarks

The average MRR for fitness centers is around \$10,000 to \$20,000 per month but varies depending on the size of the facility, location, and other factors.

#### Tips & Tricks

• Offering discounts for longer-term membership options can increase MRR and encourage customer loyalty.
• Tracking MRR on a monthly basis can help businesses to identify trends and make data-driven decisions.
• Implementing a robust customer retention strategy can help to minimize MRR fluctuations due to customer churn.

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## Number of new memberships

### Definition

Number of new memberships is a fitness center KPI metric that measures the total number of new members who have joined a gym or fitness center over a certain period.

### Use Case

The number of new memberships KPI metric is a critical data point for assessing the growth and success of a fitness center's marketing efforts. This metric is used to measure the success of the membership sales team and the overall effectiveness of a fitness center's marketing programs.

### How To Calculate KPI

To calculate the number of new memberships KPI, use the following formula:

Number of new memberships = Total new members - Total lapsed members

### Calculation Example

Suppose that a fitness center has 50 new members in January and 20 lapsed members. In this case, the number of new memberships KPI would be calculated as follows:

Number of new memberships = 50 - 20 = 30

• Helps to track the growth of a fitness center's membership base over time
• Can be used to evaluate the effectiveness of marketing and sales efforts
• Provides insight into the overall performance of a fitness center's membership program

• May not provide a complete picture of a fitness center's membership base
• Does not take into account the retention rate of existing members
• May be impacted by seasonal variations in membership signups

### KPI Industry Benchmarks

The industry benchmark for the number of new memberships KPI varies depending on the size and type of fitness center. However, the average number of new memberships for a fitness center is around 10% of its total membership base.

#### Tips & Tricks

• Set achievable targets for new membership signups
• Offer incentives to increase new membership signups, such as discounts or free trials
• Develop targeted marketing campaigns to attract new members to your fitness center

## 3. Percentage of Member Retention

### Definition

Percentage of member retention is a metric that measures how many members of a fitness center continue their membership over a specific period of time. It helps businesses understand how successful they are at keeping their members engaged and satisfied with their services.

### Use Case

By tracking percentage of member retention, fitness centers can identify areas where they need to improve their services or programs to retain more members. It also provides an insight into the effectiveness of their marketing and promotional activities.

### How to Calculate KPI

The formula for calculating percentage of member retention is:

Percentage of Member Retention = ((Members at End of Period - Members Lost during Period) / Members at Start of Period) x 100

### Calculation Example

Let's say a fitness center had 500 members at the beginning of the year and lost 50 members during the year. At the end of the year, they had 475 members. Using the formula, we can calculate the percentage of member retention:

Percentage of Member Retention = ((475 - 50) / 500) x 100 = 85%

• Helps businesses identify areas to improve
• Provides an insight into the effectiveness of marketing and promotional activities
• Helps businesses focus on member satisfaction and retention

• Does not take into account the quality of the members (i.e. active or inactive members)
• May not reflect the true retention rate if a significant percentage of new members join within the period
• Does not provide a detailed insight into why members leave

### KPI Industry Benchmarks

The average percentage of member retention varies between fitness centers. However, a good industry benchmark for percentage of member retention is between 70% and 80%. Fitness centers that exceed this range should continue to focus on their retention efforts to maintain their success.

#### Tips & Tricks

• Regularly offer promotions and incentives to encourage membership renewals
• Provide personalized services and programs to enhance member experience
• Request feedback from members on how to improve services and programs

## 4. Personal training revenue

### Definition

Personal training revenue is the total amount of money generated by a fitness center's personal training services.

### Use Case

Personal training revenue is a critical KPI for fitness centers that offer this service. It provides insight into both the success of a fitness center's personal training program and the financial health of the center.

### How To Calculate KPI

To calculate personal training revenue, use the following formula:

Personal training revenue = Number of personal training sessions x Average price per session

### Calculation Example

Suppose a fitness center offered 800 personal training sessions during the month of May at an average price of \$75 per session. Then, the personal training revenue for that month would be:

• Number of personal training sessions = 800
• Average price per session = \$75
• Personal training revenue = 800 x \$75 = \$60,000

• Personal training revenue is essential for measuring the return on investment of a fitness center's personal training program.
• It shows how effectively a fitness center's personal training program is converting leads to long-term clients.

• Personal training revenue can be influenced by external factors such as competition, seasonality, and economic factors.
• It is important to consider the quality of personal training sessions and not solely focus on revenue generation as a measure of success.

### KPI Industry Benchmarks

According to industry research, the average yearly revenue generated by a personal trainer is \$50,000, with a range of \$19,000 to \$180,000 per year depending on experience and location.

#### Tips & Tricks

• Offering discounted packages and incentivizing personal training clients to refer friends can help increase personal training revenue.
• It is important to track individual personal trainer revenue to ensure high-performing trainers are rewarded and low-performing trainers are given additional training and support.
• Using client feedback surveys can provide insight into the quality of personal training sessions and help improve overall service quality and revenue.

## 5. Nutritional program revenue

### Definition

Nutritional program revenue is the amount of money a fitness center makes from selling nutrition-related products or services to its members. These products or services can include supplements, meal plans, consultations with a nutritionist, and more.

### Use Case

Nutritional program revenue is an important KPI for fitness centers because it measures the success of their nutrition offerings. A high nutritional program revenue indicates that members are interested in and willing to pay for these services, which can lead to increased member satisfaction, retention, and overall revenue for the fitness center.

### How To Calculate KPI

Nutritional program revenue = Total revenue from nutritional products and services

### Calculation Example

If a fitness center made \$10,000 in revenue from selling supplements, meal plans, and nutrition consultations in a month, its nutritional program revenue for that month would be \$10,000.

• Measures the success of a fitness center's nutrition offerings
• Can lead to increased member satisfaction and retention
• Provides insight into potential revenue streams for the fitness center

• Does not account for costs associated with offering nutrition-related products or services
• May not be applicable or useful for fitness centers that do not have significant nutrition offerings

### KPI Industry Benchmarks

According to industry research, the average nutritional program revenue for a fitness center is approximately 10-15% of total revenue.

#### Tips & Tricks on Tracking Nutritional Program Revenue KPI

• Regularly evaluate the types of nutrition-related products and services offered to determine what is most popular among members
• Consider implementing a loyalty program to encourage members to continue purchasing nutrition-related products and services
• Monitor industry trends and adjust offerings accordingly to stay competitive

## 6. Group fitness class participation rate

### Definition

Group fitness class participation rate is a KPI that measures the percentage of members who attend group fitness classes at your fitness center. It gives you an idea of how popular your group fitness programs are and how engaged your members are with your facility.

### Use Case

Tracking the group fitness class participation rate is important for fitness centers that offer a wide variety of classes. This KPI can help you identify which classes are most popular and which ones may need improvement or modifications. In addition, a high group fitness participation rate can indicate member satisfaction and loyalty.

### How To Calculate KPI

The formula for calculating the group fitness class participation rate is:

(Number of members who attended group fitness classes / Total number of members) x 100%

### Calculation Example

Let's say your fitness center has 500 members and 125 of them attend group fitness classes. Your group fitness class participation rate would be:

(125 / 500) x 100% = 25%

• Helps identify popular classes
• Indicates member satisfaction and loyalty
• Can be used to develop targeted marketing strategies

• Does not consider the frequency of attendance
• Does not measure the quality of the classes
• A low participation rate may not necessarily indicate a problem, as other factors could influence attendance

### KPI Industry Benchmarks

• The International Health, Racquet & Sportsclub Association (IHRSA) reports an average group fitness class participation rate of 28% for fitness centers.
• However, this can vary by location, demographics, and the type of classes offered. For example, boutique fitness studios may have higher participation rates for certain classes.

#### Tips & Tricks

• Offer a variety of classes to cater to different interests and fitness levels
• Regularly survey members to gather feedback on classes and instructors
• Promote upcoming classes through social media and email marketing

## 7. Referral program success rate

### Definition

Referral program success rate is a KPI that measures the effectiveness of your referral program. This KPI helps you understand how many new customers your business can acquire through word-of-mouth marketing.

### Use Case

Implementing a referral program can be an effective way to increase your customer base without spending a lot of money on advertising. By tracking your referral program success rate, you can gauge the effectiveness of your program and make adjustments as needed.

### How To Calculate KPI

To calculate your referral program success rate, use the following formula:

Referral program success rate = (Number of new customers acquired through referrals / Total number of new customers) x 100%

### Calculation Example

For example, let's say you run a fitness center and acquire 100 new customers in a month. Of those 100 new customers, 20 were referred by existing customers. Your referral program success rate would be:

Referral program success rate = (20 / 100) x 100% = 20%

• Cost-effective way to acquire new customers
• Can improve customer loyalty and retention
• Provides valuable insights into the effectiveness of your word-of-mouth marketing

• Relies heavily on the willingness of existing customers to refer others
• Can be difficult to incentivize customers to participate in a referral program
• May not be as effective for businesses with a small customer base

### KPI Industry Benchmarks

According to a study by the University of Pennsylvania, the average referral program success rate across industries is around 10%. However, this can vary widely depending on factors such as industry, business size, and the effectiveness of the referral program itself.

#### Tips & Tricks:

• Offer incentives to customers who refer others, such as discounts or free products/services
• Use social media to promote your referral program and encourage customers to share it with their networks
• Track your referral program success rate over time to identify trends and make adjustments as needed

As a fitness center, tracking your key performance indicators (KPIs) is critical to ensuring the long-term success of your business. By monitoring monthly recurring revenue, group fitness class participation rate, and personal training revenue, among others, you can gain valuable insights into the health and growth of your business.

By keeping a close eye on these KPIs, you can identify areas for improvement and take necessary measures to optimize your offerings. For example, if you notice low participation rates in certain group fitness classes, you can adjust your schedule or marketing efforts to increase attendance.

Another essential KPI to monitor is referral program success rate. By tracking the percentage of new memberships that come through your referral program, you can determine the effectiveness of your program and identify key factors contributing to its success or failure. This allows you to make any necessary adjustments and maximize the program's potential.

Overall, by tracking and calculating these top seven fitness center KPIs, you can gain a deeper understanding of your business's performance and ensure long-term success. So, start monitoring these metrics on a regular basis and watch your fitness center thrive!

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• DCF & Multiple Valuation
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