Most gym owners run their business on vibes. They 'feel' like it was a good month or a bad month, but they can't tell you their exact cost per lead, their close rate, or their average revenue per member. The gyms that scale track five specific numbers religiously.
KPI #1: Monthly Recurring Revenue (MRR)
This is the total predictable revenue your gym generates each month from memberships and recurring programs. If your MRR is below $20K, your first priority is increasing it.
KPI #2: Cost Per Lead (CPL)
How much does it cost you to generate one qualified lead? A healthy CPL for a boutique fitness gym is $13-$18.
KPI #3: Lead-to-Member Conversion Rate
Of every 100 leads that come in, how many become paying members? LASSO clients consistently hit 60-70%+.
KPI #4: Average Revenue Per Member (ARPM)
Take your total monthly revenue and divide it by your total active members. The best boutique gyms have an ARPM of $180-$250+.
KPI #5: Member Retention Rate
What percentage of your members stay month over month? A healthy retention rate is 85%+ for a boutique gym.