What This Screen Does
This screen shows you how much revenue a membership generates over its entire lifespan. Think of it like calculating how much a subscription is worth from the day someone signs up until the day they cancel. It displays an area chart that plots lifetime value over time, with helpful reference lines for the median and average values so you can quickly see how your memberships are performing.
How to Get There
Open the dashboard.
In the left-hand menu, click Insights.
Navigate to the Membership section.
Click Membership Lifetime Value.
You are now on the Membership Lifetime Value screen.
Step-by-Step Guide
1. Select a Date Range
Use the From Date and To Date filters to define the time period you want to analyse.
The chart will only show data for months that fall within this range.
Pick a wider range (e.g. 12–24 months) to spot long-term trends.
2. Filter by Membership Type (optional)
Use the Membership Type filter to narrow the chart down to specific membership types.
You can select one or more types from the dropdown.
If you leave this blank, the chart includes all eligible membership types.
Filter | Required | What to Enter |
From Date | Yes | The start of the period you want to view. |
To Date | Yes | The end of the period you want to view. |
Membership Types | No | One or more membership types to include. Leave empty for all types. |
Minimum Length of Membership (days) | No | Only include memberships that lasted at least this many days. Useful for filtering out very short-lived signups. |
3. Set a Minimum Membership Length (optional)
Enter a number in the Minimum Length of Membership in Days field.
This filters out memberships shorter than the specified number of days.
For example, entering
30removes anyone who cancelled within the first month, giving you a cleaner picture of committed members.
4. Read the Chart
The chart displays an area graph with time (months) on the horizontal axis and currency value on the vertical axis.
Each data series represents a different grouping (e.g. paid memberships vs. total memberships).
The vertical axis shows values in your gym’s default currency.
The horizontal axis labels are formatted as month and year (e.g. “Jan 2025”).
5. Use the Reference Lines
A blue horizontal line marks the Median lifetime value across the selected period.
An orange horizontal line marks the Average lifetime value across the selected period.
These lines only appear when there is data in the chart (i.e. at least one data point is greater than zero).
Compare individual months against these lines to see which periods performed above or below the norm.
6. Read the Tooltip and Legend
Hover over any point on the chart to see the exact value for that month.
The legend at the top-right of the chart shows which colour represents which data series.
Click a series name in the legend to hide or show it on the chart.
What Happens Behind the Scenes
You set your filters (dates, membership types, minimum length)
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The screen detects that a filter has changed
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Loading spinner appears on the chart
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API call: getMembershipLifetimeValue({
fromDate, toDate, membershipTypeIds,
minimumLengthOfMembershipInDays
})
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Server calculates the average price of all active memberships
per month, multiplied by the average membership length at that point
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Server returns chart series data, plus median and average values
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Chart renders the area graph with data series
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Median (blue) and Average (orange) reference lines are drawn
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Loading spinner disappears — chart is ready to read
Important Notes
Included membership types: Contingent, Campaign, and Personal Training memberships.
Excluded membership types: Guest memberships and Staff memberships are not included in this chart.
The lifetime value is calculated as the average price of all active memberships in a given month, multiplied by the average membership length at that point in time.
The chart is tied to the currently selected gym. If you switch gyms in the dashboard header, the chart reloads automatically with data for the new location.
Troubleshooting
“The chart is empty — I do not see any data”
Make sure your date range covers a period where memberships were active.
Check that the selected gym has membership data. Switch to a different location if needed.
If you have a Minimum Length of Membership set, try lowering it or removing it — it may be filtering out all results.
Remove any Membership Type filters to see if data appears for all types.
“The median and average lines are not showing”
These lines only appear when there is at least one data point with a value greater than zero.
If your chart is showing all zeros, the reference lines will be hidden.
Widen your date range or remove filters to include more data.
“The chart takes a long time to load”
Large date ranges with many membership types can take longer to calculate.
Try narrowing the date range or selecting fewer membership types.
Check your internet connection — a slow connection can delay the API response.
If the loading spinner never goes away, refresh the page and try again.
“The currency on the chart looks wrong”
The chart uses your gym’s default currency as set in your chain settings.
If the currency is incorrect, ask your administrator to update the default currency in the chain settings.
The currency format is applied automatically — you cannot change it from this screen.
“I changed the gym but the data did not update”
The chart should reload automatically when you switch gyms in the dashboard header.
If it does not, try refreshing the page after switching.
Make sure the new gym has active memberships within the selected date range.
“The month labels on the horizontal axis are overlapping or hard to read”
The labels rotate at an angle to fit more months on screen.
If there are too many months, try narrowing the date range to reduce the number of labels.
You can also try making your browser window wider to give the chart more space.
“I only see one data series but I expected two”
Click the series names in the legend at the top-right of the chart. A series may be hidden if you accidentally clicked its name.
Click the hidden series name again to bring it back.
“The values on the chart seem too high or too low”
Remember that lifetime value is calculated as the average monthly price multiplied by the average membership length. This can produce large numbers for long-running memberships.
Check whether the Minimum Length of Membership filter is skewing results by excluding short memberships.
Compare against the median line — if the average is much higher than the median, a few high-value memberships may be pulling the average up.