Fitness & Wellness
Membership count looks stable. Underneath, you're losing members as fast as you're adding them. We help you see what's really happening.
The Treadmill
You had 200 members in January. You have 200 members now. Feels stable. But 60 people canceled and 60 new people signed up. You’re not standing still. You’re running in place. And running in place costs money. Marketing to replace the ones who left. Intro offers that cut into margin. Staff time onboarding people who might not stick around.
Total membership is the number everyone watches. It’s the wrong number. What matters is who’s staying, who’s leaving, and how much you’re spending to keep the count flat.
Who This Is For
Who This Is For
Gyms, yoga studios, pilates, CrossFit boxes, personal training studios, martial arts schools, dance studios. Any business that lives and dies by recurring memberships.
The Real Question
The Real Question
Are you growing, or just replacing? The answer changes everything about how you spend money on marketing and retention.
Churn Hides in the Numbers
A member who’s been with you for three years is worth more than a member who signed up last month. They pay reliably. They don’t need discounts. They refer friends. When you lose one of them and replace them with a new signup on a $1 intro offer, the headcount stays the same but the business got weaker.
Most gym software shows you total members and monthly revenue. It doesn’t show you how much of that revenue is from stable long-term members versus new signups who might be gone in 90 days. We break it out so you can see what’s actually happening.
Retention Tracking
Retention Tracking
How long are members staying? Where’s the drop-off? Three months? Six? Knowing when people leave tells you where to focus.
Revenue Quality
Revenue Quality
Revenue from long-term members versus intro offers and short-term signups. One number looks like stability. The other shows if it’s real.
January Is a Lie
January is packed. New Year’s resolutions fill the schedule. Signups spike. Revenue jumps. It feels like you finally turned a corner. Then February slows down. March slows down more. By June the 6am class has four people in it and you’re wondering where everyone went.
The January spike isn’t growth. It’s a seasonal wave that happens every year. If you staff up, sign a new lease, or buy equipment based on January numbers, you’ll be scrambling by summer. The businesses that survive know this cycle and plan for it.
Seasonal Patterns
Seasonal Patterns
Revenue and membership tracked month over month, year over year. See the cycle clearly so you stop being surprised by it.
Cash Flow Reality
Cash Flow Reality
January cash has to cover June rent. We help you see how much cushion you’re building and whether it’s enough for the slow months.
Plan for the Cycle
You can’t stop members from quitting. You can’t make August as busy as January. But you can know exactly where you stand, how much churn is costing you, and whether the cash you’re making in busy months will carry you through the slow ones.
We give you books that show the real picture. Not just total members and total revenue, but the breakdown underneath. Retention rates, revenue by member tenure, monthly cash flow against seasonal patterns. Numbers you can actually use to make decisions.
Monthly Reporting
Monthly Reporting
New members, lost members, revenue breakdown, cash position. Every month, so you’re never guessing at where you stand.
Reserve Planning
Reserve Planning
How much do you need to set aside in January to survive June? We help you build a cushion so the slow season stops being a crisis.
Greater Richmond's Small Business Bookkeeper
The Next Step:
A Short Conversation
Fifteen minutes to tell us what you're dealing with. We'll let you know how we can help and give you a clear price quote.
