Member Lifetime Value

You are now on the Member Lifetime Value screen.

Select a date range

Use the From date and To date filters to define the time period you want to analyse. The chart only shows data for months that fall within this range. Choose a wider range (e.g. 12-24 months) to see meaningful trends over time. From date (required): The start date of the reporting period. To date (required): The end date of the reporting period.

Filter by membership type (optional)

Use the Membership type filter to narrow the report to specific types. If you leave it blank, all eligible types are included. Only subscription, campaign, and personal training memberships are included — guest and staff memberships are always excluded. Membership types (optional): One or more types to focus on — leave blank to include all eligible types. Minimum membership duration in days (optional): Only include members whose membership lasted at least this many days — useful for filtering out very short-term sign-ups.

Read the chart

The chart is an area chart that plots member lifetime value on the vertical axis (in your centre's default currency) against months on the horizontal axis. Each data series represents a different breakdown. Two horizontal reference lines are shown: Blue line — Median: Half your members are above this line and half are below. Orange line — Average: The mean value across all members. Hover over any point on the chart to see the exact value for that month.

Interpret the data

If the line trends upward, members are becoming more valuable over time — your retention or pricing strategy is working. If the line trends downward, members may be churning faster or spending less. Compare the median and average lines: if the average is much higher than the median, a small number of high-value members are pulling the average up.

Switch centre (optional)

The chart automatically uses the centre you have selected in the global centre selector at the top of the dashboard. To see data for a different location, switch the selected centre — the chart reloads with the new location's data.

The lifetime value for each month is calculated in three steps: 1. Average membership price — the system takes the average price of all active memberships in that month. 2. Multiply by average duration — the average price is multiplied by the average duration (in months) that members have been active up to that point. 3. Divide by memberships per member — the result is divided by the average number of memberships a single member holds, so the value reflects one member rather than one membership. Only subscription, campaign, and personal training types are included. Guest and staff memberships are excluded.

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