Fitness business glossary

Key metrics and terms of fitness clubs in plain language

12 terms

  • Retention / відтік

    Member retention; churn of 5–8%/mo is normal, 10%+ is alarming.

  • ARPU

    Average revenue per member/month — key to revenue forecasting.

  • LTV

    Lifetime revenue = ARPU × average membership length.

  • CAC

    Customer acquisition cost; should be below one monthly check.

  • Utilization

    Gym load; peaks 7–9 and 18–21 define space needs.

  • Drop-in

    Single visit; priced at 1.5–3× a membership day.

  • Freeze

    Membership freeze; retains clients better than refunds.

  • PT revenue share

    Trainer's cut of PT sessions, usually 50–70%.

  • Cap rate

    Max simultaneous visitors per m² (safety + comfort).

  • Break-even members

    Members needed to cover fixed costs.

  • Joining fee

    One-time sign-up fee; lowers price sensitivity.

  • NPS

    Willingness-to-recommend score; 50+ is great for fitness.