Wellness studio business
Membership churn and lifetime value.
Enter the monthly price, margin, monthly churn and what it costs to win a member. See how long a member stays, what they are worth and what churn costs the studio.
Member lifetime in months = 1 / monthly churn. LTV = monthly price x margin x lifetime. At $120 a month, a 70% margin and 6% monthly churn, a member stays about 16.7 months and is worth $1,400. With 150 members the studio loses 9 a month and needs 9 new ones to stay flat.
Your numbers
Result
Worked example
A $120 membership at a 70% margin earns $84 profit a month. At 6% monthly churn the average member stays 1 / 0.06 = 16.7 months, so lifetime value is $84 x 16.67 = $1,400. With $90 to win a member, LTV to cost is 15.6 to 1 and the cost is earned back in 2 months. Only (1 - 0.06)^12 = 47.6% of a new group is still active after a year. With 150 members, 6% churn is 9 members a month and $756 of monthly profit walking out the door.
How it works
Lifetime months = 1 / monthly churn; LTV = monthly profit x lifetime months. Monthly churn is members who cancelled in a month divided by members at the start of it.
It is a simple constant-churn model. Real studios often lose more members in the first months, so use churn measured across all members and treat the answer as an estimate. It ignores discounting and price changes.
For visit-based salon and spa clients, whose retention is counted per year, use the Salon Client Lifetime Value Calculator.
Sources and basis (checked 2026-10-08): arithmetic on the numbers you enter. No outside data or published rate is used, so every default is a placeholder to replace with your own. This is a planning estimate, not accounting, legal or tax advice.
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FAQ
How do I calculate gym or yoga studio churn?
Divide members who cancelled in a month by members at the start of the month. Average several months so one bad month does not skew it.
What is a good monthly churn rate for a studio?
There is no published standard that fits every studio. Track your own and compare month to month; a small drop in churn lengthens member life a lot.
What is a good LTV to acquisition cost ratio?
Many businesses aim for at least 3 to 1. That is a common rule of thumb, not a standard, so use it as a guide.
Why is churn capped above zero?
At 0% churn nobody leaves and 1 / churn has no end. Enter a small number such as 1% to model a very sticky membership.