What This Screen Does
This screen shows you how much money your members spend over time. Think of it like a report card that tracks the total value each customer brings to your business. It displays a chart with monthly data, highlights the average and median spending, and lets you break the data down by gender or age group so you can understand which segments are most valuable.
How to Get There
Open the dashboard.
In the left-hand menu, click Insights.
Navigate to the Sales section.
Click Customer Lifetime Value.
You are now on the Customer Lifetime Value screen.
Step-by-Step Guide
1. Understand the Chart
The main area of the screen displays an area chart that plots customer lifetime value over time.
The horizontal axis (bottom) shows months in “MMM yyyy” format (e.g. “Jan 2025”).
The vertical axis (left) shows monetary values in your gym’s default currency.
Two data series may appear:
A solid line representing the primary data series.
A dashed line representing a secondary or comparison series.
A legend in the top-right corner of the chart tells you what each line represents.
2. Read the Reference Lines
A blue horizontal line marks the Median value — this is the middle point of all customer lifetime values. Half your customers are above it, half are below.
An orange horizontal line marks the Average value — this is the total value divided by the number of customers.
These lines only appear when there is data to display (at least one data point greater than zero).
3. Choose a Segment
In the top-right corner of the card, you will see a segment selector button. By default it shows All.
Click the button to open a dropdown menu with three options:
Option | What It Shows |
All | Combined lifetime value for all members, with no breakdown. |
Gender | Lifetime value split by gender, so you can compare male, female, and other groups. |
Age | Lifetime value split by age group, so you can see which age ranges spend the most. |
Click the option you want. The chart will reload with the new breakdown.
The dropdown closes automatically after you make a selection.
4. Adjust the Date Range
The date range is controlled by filters passed from the parent Insights page.
Use the From Date and To Date filters at the top of the Insights section to change the time period.
The chart will reload automatically when you change the dates.
5. Filter by Membership Type
If membership type filters are available on the parent Insights page, select one or more Membership Types to narrow the data.
This lets you compare lifetime value between different membership tiers (e.g. “Premium” vs “Basic”).
The chart reloads automatically when you change this filter.
6. Read the Info Tooltip
Next to the segment selector, there is a small info icon (ⓘ).
Hover over it to see a tooltip that reads: “Included are all payments made in the period, both recurring and product sale.”
This means the chart counts all revenue from each customer — not just membership fees but also any products they purchased.
What Happens Behind the Scenes
You open the Customer Lifetime Value screen
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System checks the currently selected gym
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API call: getMemberLifetimeValue({
fromDate, toDate, segment, membershipTypeIds
})
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Server calculates lifetime value for each member
in the selected period and returns chart data,
plus median and average values
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Chart renders with the returned data series
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Median (blue) and Average (orange) reference
lines are drawn on the chart
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You change the segment, date range, or membership filter
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Loading state activates, chart clears temporarily
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New API call with updated parameters
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Chart re-renders with fresh data
Troubleshooting
“The chart is empty and shows no data”
Make sure the date range covers a period where you actually had paying members.
Check that the correct gym is selected in the global gym selector at the top of the dashboard.
If you are filtering by membership type, try removing the filter to see if data appears for all types.
It is possible there were no payments in the selected period. Try expanding the date range.
“I do not see the median and average lines”
These lines only appear when there is at least one data point with a value greater than zero.
If the chart has no data or all values are zero, the reference lines are hidden automatically.
Expand your date range or remove filters to include more data.
“The chart is stuck on loading”
The data is being fetched from the server. If it takes too long, try refreshing the page.
Check your internet connection — a slow or dropped connection can prevent the data from loading.
If you selected a very large date range, the server may need more time to calculate the results. Try a shorter range first.
“The currency on the chart looks wrong”
The chart uses your gym’s default currency setting. If it shows the wrong currency, ask an administrator to check the currency configuration under your gym or chain settings.
This screen does not have a currency selector — it always uses the default.
“I changed the segment but the chart did not update”
After clicking a segment option, the chart should reload automatically. If it does not, try clicking the segment button again and selecting your choice once more.
If the problem persists, refresh the page and try again.
Make sure you are not experiencing a network issue — open the browser’s developer console and check for errors.
“The numbers on the chart do not match my own calculations”
The chart includes all payments made in the selected period — both recurring membership fees and product sales.
Make sure you are comparing the same date range and the same membership types.
The average is the arithmetic mean of all customer values. The median is the middle value when all customers are sorted by their total spend. These two numbers can differ significantly if a few customers spend much more (or much less) than the rest.
“I cannot find the Customer Lifetime Value screen”
Make sure you are in the Insights section and looking under Sales.
If you do not see the Insights menu item, your role may not have permission to view reports. Ask an administrator to check your access rights.
“The month labels on the bottom axis are overlapping or hard to read”
The labels are rotated at a 45-degree angle to fit more months on screen.
If you have a very long date range, the labels may still overlap. Try narrowing the date range to see fewer months at a time.
Widening your browser window can also give the chart more horizontal space.