Overview
The Client retention insight helps you monitor the health and growth of your client base.
It helps you answer key business questions like:
Are my clients coming back regularly?
Is my client base growing or declining?
Which clients generate the most value?
Who is at risk of churning, and when should I act?
This insight is structured into 4 sections:
Key metrics — Monitor overall client base health
Retention — Analyse retention over time using cohorts
Value — Identify your most valuable clients
Churn risk — Detect and act on at-risk clients
Get started: Select your filters
Use the filters at the top of the page to refine your analysis:
Date — Select the time period for your analysis
Group by — Choose how to group your data (day, week, month, quarter, or year)
Compare with — Compare your results with the previous period
💡 Exclude aggregator-only clients — Exclude clients who only book through aggregators and never directly with your studio
1. Key metrics
Get an instant overview of your client base health for the selected period.
This section helps you understand whether your client base is growing, staying stable, or declining. It combines headline KPIs with trend analysis so you can quickly spot changes in acquisition, retention, inactivity, and churn.
Each KPI includes a comparison with the previous period.
Definitions
Metric | Definition | Why it matters |
Active | Clients who had at least 1 active pass during the selected period. | Shows the size of your active client base. |
New | Clients who purchased their first-ever pass during the selected period. | Use the insights “Acquisition & Conversion” to deep-dive further. |
Inactive | Clients who do not currently have an active pass, but whose last active pass expired less than 2 months and 15 days ago. | Helps you identify clients who are disengaging and at risk of churning soon. |
Churned | Clients who became churned during the selected period. A client is considered churned once 2 months and 15 days have passed since their last active pass expired, with no new active pass. | Helps you measure client loss during the period. |
Reactivated | Clients who were previously inactive or churned, and who purchased a new pass during the selected period. | Shows how many clients you successfully win back after inactivity or churn. |
Client Base Growth | Change in your active client base over the selected period. Calculated as: (active clients at end of period − active clients at start of period) ÷ active clients at start of period. This accounts for new, reactivated, inactive, and churned clients. | Helps you understand whether your client base is growing or shrinking overall. |
Monthly Revenue per Client | Average monthly revenue billed per client from pass purchases. | Helps you understand how much value each client generates on monthly pass purchases. |
Average Lifetime (Months) | Average time clients remain active, measured in months from their first active pass to their most recent active pass. | Helps you understand how long clients typically stay active with your studio. |
Churn Rate | Share of clients who churned during the selected period and were not reactivated by the end of the period, compared to your active and inactive client base at the start of the period. | Helps you measure how much of your existing client base you are losing. |
Retention Rate | Share of clients from the previous period who were still retained in the current period. In Bookings view, retention is based on booking activity. In Passes view, retention is based on active passes. | Measures how well you keep clients active from one period to the next. |
How to read your KPIs
Start with the KPI tiles to get a quick view of client base health, then use the charts and Client flow table to understand what is driving the change.
A few useful patterns to look for:
Active clients up + churn rate stable → your client base is growing in a healthy way
New clients up + active clients flat → acquisition is strong, but retention may be weak
Churned clients up + reactivated clients low → more clients are leaving than returning
Client base growth down + inactive clients up → clients may be starting to disengage before fully churning
Client base trends
Track how your client base evolves over time and understand what drives growth or decline.
Client flow
The Client flow table shows how clients move through your lifecycle in each period.
Each row represents a time period (day, week, month, etc.), and each column shows how clients entered, moved within, or left your active client base.
Below the table, the movement chart visualizes the same flows over time. Each line represents a type of client movement:
New clients
Reactivated clients
Inactive clients
Churned clients
How to read the table
Column | What it means |
Active (start) | Clients who were active at the beginning of the period |
New clients | Clients who joined during the period |
Reactivated clients | Clients who returned after being inactive or churned |
Inactive clients | Clients who stopped being active but have not churned yet |
Churned clients | Clients who became churned during the period |
Active (end) | Clients who are active at the end of the period |
Net growth | Change in active clients during the period |
Retention Trend
Track how many clients return from one month to the next.
A client is retained if they were active in the previous month and are still active in the following month
Depending on your selection:
Bookings → clients who booked in both the previous and following month
Passes → clients who had an active pass in both the previous and following month
💡 How to read the chart
Each bar shows the number of clients who came back from the previous month
The line shows the percentage of last month’s clients who returned
👉 Example:
If 100 clients were active in January and 60 are still active in February → retention rate = 60%
💡 How to use it
Declining retention → fewer clients are coming back → engagement issue
Stable or increasing retention → clients are building consistent habits
Compare Bookings vs Passes:
Bookings → actual attendance
Passes → active paying clients
Churn Trend
Track how many clients you lose in each period, measured with the churn rate by period (eg monthly churn rate, or quarterly churn rate).
A client is churned once they have no active pass for 2 months and 15 days after their last pass expires
The chart shows:
Bars → number of clients who churned
Line → % of your client base that churned
Churn rate = clients who churned ÷ clients active or inactive at the start of the period
💡 How to use it
Spikes → potential issue (experience, pricing, schedule)
Increasing trend → weakening engagement
Stable churn → predictable baseline
👉 Combine with retention to assess overall client health
Understanding churn rate
You can look at churn in 2 ways:
Churn rate (overall period) shows how much of your client base you lost over the entire selected period. This is the KPI on top of the insight page.
Churn rate by period shows how much of your client base you lose in each individual period (month, week, etc.). This is the analysis in the "Churn Trend" section
These values are different and this is expected.
Even if churn is low each period, it accumulates over time — meaning a large share of your original clients may have churned over a longer timeframe.
👉 Use churn rate by period to track short-term trends, and overall churn rate to understand long-term client loss.
2. Retention
Understand how long your clients stay active after a given period, and which periods bring the most loyal and valuable clients.
Retention by cohort
This table shows what happens to a group of clients over time after a given period.
Each row represents a group of clients who were active in the same month
Each column shows what those same clients are doing in the following months
👉 You are following the same group of clients over time.
👉 These are activity-based cohorts: clients are grouped based on when they were active in a given period, not when they first joined your studio.
By default, cohorts are grouped by month. You can change this in More settings to view them by quarter or year.
💡 How to read it
Period 0 = the starting month (100% of the cohort)
Period 1 = how many of those clients are still active 1 month later
Period 2 = how many are still active 2 months later
etc.
👉 Example:
If a cohort has 100 clients in Period 0, 60 in Period 1, 40 in Period 2
It means 60% of those clients came back after 1 month, 40% were still active after 2 months
Choose what you measure
Use Cohort based on to define what “active” means:
Bookings → clients who booked sessions
Passes → clients with an active pass
Available metrics
You can analyse each cohort in different ways:
Cohorts based on bookings
Retention rate: how many clients come back
Clients: number of returning clients
Earned revenue: revenue generated by the cohort
Bookings: total bookings
Average bookings per client: Engagement level
Cohorts based on pass activity
Retention rate
Active clients
Billed amount
Active passes
Average active passes per client
Converted clients only
Filter to include only clients who made more than 1 purchase.
💡 Why use it
Removes one-time clients, who may not have been converted yet.
Focuses on clients who actually return, gives a better view of true retention dissociated from acquisition & conversion.
Use the Insights “Acquisition & Conversion” to optimise your conversion rate on first-time clients.
Cumulative revenue by cohort
This chart shows how much revenue each cohort generates over time.
Each line = one cohort
The line grows as clients continue to spend
💡 How to use it
Compare which cohorts generate more revenue over time
Identify periods that bring high-value clients
Understand long-term client value, not just short-term activity
Choose wether to analyse retention based on bookings and earned revenue, or retention based on active passes and billed revenue.
3. Top clients
Identify your most valuable clients and understand how much your business relies on them.
What you see
Revenue share (top clients) — % of revenue from top clients
Client share (top clients) — % of clients in the top group
Monthly Revenue per Client
Average Lifetime (Months)
Controls
Rank clients by — Revenue or bookings
Show top — Top N or % of clients
💡 How to use it
High concentration → strong dependency on a few clients
Low concentration → more balanced client base
Identify VIP clients for retention and upsell
Top clients table
Finally, the Top clients table lists each top client with detailed information.
💡 Use this table to:
Identify high-value clients
Personalize communication
Prioritize retention actions
Here are some client attributes you can use to dig deeper in your marketing.
Column | Description |
Status | Current lifecycle status of the client: |
Lead — has never purchased a pass |
|
Active — currently has an active pass |
|
Inactive — no active pass, but last pass expired less than 2 months and 15 days ago |
|
Churned — no active pass for more than 2 months and 15 days |
|
Archived — client has been archived |
|
Churn date | Estimated date when the client is considered churned (last pass expiration + 2 months and 15 days). |
Churn risk | AI-powered score estimating how likely the client is to churn. |
Lifetime (days) | Total time the client has been active, measured from their first active pass to today. |
Lifetime revenue | Total revenue generated by the client from pass purchases. |
Total sessions attended | Total number of sessions the client has attended. |
Number of bookings | Total number of confirmed bookings (excluding cancellations). |
Number of pass purchases | Total number of passes purchased by the client. |
Active passes | List of passes currently active for the client. |
Favorite teacher | Teacher the client attends most frequently. |
Favorite session | Session the client attends most frequently. |
Favorite category | Category of sessions the client attends most frequently. |
Tags | Tags assigned to the client (e.g. membership type, preferences). |
SMS consent | Whether the client has agreed to receive promotional SMS messages. |
Email consent | Whether the client has agreed to receive promotional emails. |
4. Churn risk
Identify clients who are at risk of churning or have churned, and leverage an AI-powered score to retain or reactivate them.
Client views
High churn risk — Clients likely to churn soon
Active, no recent visits — Clients who are still active but stopped attending
Recently churned — Clients recently lost
Churn risk score
Each client receives a machine learning–powered churn risk score based on their booking behavior.
The model learns from your studio’s historical data to detect patterns that signal disengagement, and is updated daily.
The score is updated daily and based on:
Recency (how recently the client booked)
Frequency (how often they book)
Studio-specific behavior patterns learned from your own studio data only
💡 How to use it
Focus on medium to high-risk clients
Act early before churn becomes irreversible
Prioritize outreach and campaigns
Best practices
Use this insight regularly (weekly or monthly) to:
1. Grow your client base
Monitor new vs churned clients
Identify growth trends
2. Improve retention
Track retention rate over time
Identify weak periods or cohorts
3. Increase client value
Focus on high-value clients
Improve repeat behavior
4. Reduce churn
Act on churn risk signals early
Target at-risk clients with campaigns
Permissions
Access depends on your reporting permissions.
If your user have access to the back-office report “Members’ Purchases”, it would also have access to the Client Retention Insights.
Data freshness
Data on this page is refreshed hourly.