Free calculator
What churn costs you
Every member who leaves has to be replaced before you grow at all. Put in your numbers to see what that costs, and what keeping a few more people is worth.
Members who left last month ÷ members at the start of the month. Typical: gyms about 3.3%, subscription businesses about 3.6% (sources below).
An example. Put in your own: ads, promotions, free trials and staff time, divided by new members.
Replacing the members you lose costs
$9,900 a year
99 new members a year, just to stay the same size.
If nobody new joined
$25,726
in dues missed over the next 12 months
The average member stays
30.3 months
and pays $1,364 in that time
At 2.3% monthly churn instead of 3.3%
You keep 30 more members a year, save $3,000 on replacing them, and the average member is worth $1,957.
How this is worked out
Members lost a year is members × monthly churn × 12: how many new people you need to sign up just to stay the same size. Replacing them multiplies that by what one new member costs you to win.
If nobody new joined adds up, month by month, the dues from members who have left by then. It compounds: each month a further share of the remaining members leaves.
The average stay is 1 ÷ monthly churn (4% a month means about 25 months), and what a member pays in that time is the monthly price × that stay. It assumes churn stays steady; real members are likelier to leave in their first few months.
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Where the starting numbers come from
- Gyms keep 66.4% of their members over a year on average (2025), which is about 3.3% leaving each month if spread evenly — Health & Fitness Association, 2025 Fitness Industry Benchmarking Report
- Median churn across subscription businesses is 3.6% (e-commerce and direct-to-consumer 4.25%, software 3.22%). Recurly's page labels these annual, but they match monthly churn — Recurly, Churn Rate Benchmarks (2026)
- 71% of monthly donors are still giving after 12 months, and 1–2% a month stop after their first year — M+R Benchmarks 2026