The Ultimate Guide to Fitness Club Management KPIs

The key metrics you track in your fitness studio should be chosen and monitored relative to your specific business goals. These goals are often set by management and permeate throughout the organization (check out our posts on EOS for a helpful goal-setting framework).

The general idea is to work backward from quarterly or annual goals toward KPIs that indicate progress toward those goals. For example, you could have a business objective of $25,000 in new EFT, so the KPI assigned to the business development team is “consult-to-paid conversion rate". If they improve this conversion rate, there’s a higher likelihood of hitting the business objective of $25,000.

KPIs can differ by industry, business model, and stage of business, and some KPIs are irrelevant for one business and integral to another.

That’s why we’ve compiled these KPIs specifically for studio owners and managers.

We’ve organized these KPIs by the popular KPI framework, Pirate metrics (AARRR). These are:

• Acquisition - how effectively are you acquiring new members?

• Activation - how effectively do you activate prospects into members?

• Revenue - how profitable is your operation?

• Retention - how effectively do you retain members?

• Referral - how are you influencing members to refer your studio?

Combine this KPI guide with the power of Malartu analytics to grow a profitable business to last.