Screenshots show the Serbian version of the app.
Five groups of indicators
You do not need every number every day. Daily reviews serve operations; renewal, revenue and churn trends are usually assessed weekly or monthly.
| Group | KPI | Decision supported |
|---|---|---|
| Membership | active, new, renewed and churned members | growth and retention |
| Revenue | collected, due and average revenue per member | plans and collections |
| Activity | visits by member and time slot | engagement and scheduling |
| Capacity | peak periods and duration of crowding | staff and equipment |
| Service | failed entries and resolution time | process quality |
Active members and renewals
An active member may mean a person with a valid paid membership at the end of the period. Clearly label whether trial, frozen or unpaid memberships are included.
Renewal rate can be calculated as renewed memberships divided by memberships eligible for renewal during the period. Do not mix new members with renewals.
- active at the start and end of the period
- new members
- renewed members
- expired without renewal
Churn, revenue and collections
Churn rate depends on the denominator. Choose a definition that fits your billing model and use it consistently. Alongside the overall rate, look at cohorts by the month members joined.
Separate agreed, due and actually collected amounts. Establish rules for discounts, freezes, refunds and annual plans so reports stay comparable.
- actually collected during the period
- due but unpaid
- average revenue per active member
- revenue by plan or location
Management review schedule
Check entries and operational issues daily. Review new members, renewals and contacts weekly. Review cohorts, churn, collections and plan changes monthly.
Assign an owner and action threshold to each KPI. A number without someone to interpret it or a decision it triggers is probably not a priority indicator.
| Frequency | Review | Example action |
|---|---|---|
| Daily | entry, occupancy, incidents | reception scheduling |
| Weekly | new members, renewals, members at risk | contact and tasks |
| Monthly | revenue, churn, cohorts | plans and budget |
Define the metric before the formula
Stripe documentation shows how subscription statuses, trials and unpaid subscriptions affect calculations. The same principle applies to gym memberships: define the business meaning first, then automate the formula.
When a definition changes, record the date and explain the break before comparing new figures with the old series.