Membership churn and lifetime value calculator
For a membership business, churn decides the future more than sign-ups do. Enter your members, fee, monthly churn and new joiners, and see revenue, lifetime value and the size your membership is drifting toward. Everything runs in your browser. Nothing you type is sent to us, and nothing is stored.
- Free, no sign-up
- About 2 minutes
- Nothing leaves your browser
Membership churn calculator
How to use it.
- 1
Where you are
Your members today and what each pays a month.
- 2
Who leaves
The share of members who cancel in a typical month.
- 3
Who joins
New members in a typical month, to see where the two balance.
The arithmetic, in full.
No black box. This is exactly what the tool calculates, so you can check it by hand.
- Monthly revenue = members x monthly fee
- Average lifetime in months = 1 / monthly churn rate
- Lifetime value = monthly fee x average lifetime
- Next month's members = members x (1 - churn rate) + new members
- Steady state = new members a month / monthly churn rate
A worked example
250 members paying $49 a month bring in $12,250 a month. At 5% monthly churn the average member stays 20 months and is worth $980. With 15 new members a month, membership settles toward 300.
Common questions.
How do I measure churn?
Divide the members who left during a month by the members you had at its start. Use the average of a few months, because one month can mislead.
Why does the steady state matter?
It is the size your membership drifts toward if nothing changes: new joiners a month divided by the churn rate. To grow past it, you need more joiners or fewer leavers.
What reduces churn?
Getting new members into a routine early matters most. Our article on the first 90 days of gym membership explains what to do and when.
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