Know who is about to quit, and why, while a call still helps

Churn as a rate, not a head count

Each month’s churn is that month’s cancellations divided by the members you had when the month began, so a big month and a small month can be compared. The Retention card on Home shows the average month over the last 12 months next to last month, with a target beside it.

A member counts as leaving on the date they are made inactive. A suspended member is a pause and still counts as enrolled. If 20 or more members are made inactive in the same second, that is treated as a clean-up of old records, so it does not show as a bad month.

Tenure at cancellation

The median tenure at cancellation is how long members typically stayed before they left: half of the members who cancel leave before that point. A chart shows how many months members stayed, so you can see whether you lose people in the first months or after a year, and know when to act.

Retention by joining year

For everyone who joined in a given year, Analytics shows the share still enrolled 3, 6, 12 and 24 months later. A point appears only once that whole year’s members have had time to reach it, so no figure is guessed. Next to it sit 90-day retention, one-year retention and net growth.

At risk, with the reason in words

The At risk card lists members whose visits dropped compared with their own usual pace, not compared with everyone else. A member who always came once a week is not flagged for coming once a week. A member who came three times a week and now comes once is.

A member is listed when, over the last 4 weeks, they came half as often as their average over the 12 weeks before, or less, and that average was at least one visit a week. Each row says why in words, such as “Was 3x a week, now 1x a week for 3 weeks”, shows the last 10 weeks as small bars, and says how often this pattern ended in a cancellation at your location.

From the row you can write the family a message, add a follow-up task or snooze the member until tomorrow or next week. A message to a family is written in the family’s history.

What it needs

At risk reads check-ins, so it works at locations that record attendance. If a location does not record attendance, the card says so instead of guessing. Managers, administrators and owners see these cards; front-desk staff do not.

Questions people ask

What counts as a member leaving?

A member leaves when they are made inactive, on the date that happened. Suspended members are on a pause and still count as enrolled.

Is the at-risk list compared with other members?

No. Each member is compared with their own usual pace over the previous 12 weeks, so a once-a-week member is not flagged for coming once a week.

Does it work without attendance?

The retention and tenure figures do. The At risk list needs check-ins, and says so when a location does not record attendance.

Is this an extra charge?

No. Every plan includes every feature. Pricing is by active members and is published on the pricing page.

Keep reading

• Retention reporting and cohort analysis
• Work out your churn rate
• What is new in BlackBeltCRM 2027
• Attendance and check-in
• Pricing