Membership churn explained

The Membership churn tab on the Reporting page shows how many members you're gaining and losing. It appears if Memberships is switched on in Settings → Modules.

The figures

• Active at start: Memberships that had started before the first day of your range and hadn't been cancelled yet
• New: Memberships that started during the range
• Cancelled: Memberships cancelled during the range
• Churn rate: Of the memberships active at the start, the share that were cancelled during the range

Underneath, you'll see how many were active at the end of the range, and the overall change.

How the churn rate is worked out

Churn rate = memberships active at the start that were cancelled during the range ÷ memberships active at the start

Example: on 1 March you had 80 active memberships. During March, 6 of those 80 were cancelled, and 10 new members joined — 2 of whom also cancelled before the end of the month.

• Cancelled shows 8 (6 + 2) — every cancellation in March.
• Churn rate is 7.5% (6 ÷ 80). The two new members who joined and left inside March aren't in the rate, because they weren't part of the 80 you started with.

This keeps the rate a fair "how many of my existing members did I lose" figure — it can never go over 100%. If nobody was active at the start, the rate shows — rather than a misleading 0%.

💡 For a monthly churn figure, choose Last month. Compare a few months one after another to see whether retention is improving.

What counts as a cancellation

A membership counts as cancelled on the day it's cancelled — whether a member of staff cancelled it, the member cancelled it themselves in the client app, or Stripe stopped a card subscription after it couldn't take payment.

A member paying manually who simply stops paying stays active until someone cancels their membership. They'll show on the Overdue tab of the Memberships page in the meantime, but won't count towards churn until they're cancelled.

What's left out

• Day passes — they run out on their own at the end of the day rather than being cancelled.
• Memberships waiting for card payment that were never completed — they never started.

Things to keep in mind

• It counts memberships, not people. A member who moves from Monthly to Annual shows as one cancellation and one new membership.
• It doesn't record why. TelosGym doesn't currently ask for a cancellation reason, so this tab tells you how many, not why.

By membership type

The table at the bottom shows each membership type's active at start, new, cancelled and churn rate — so you can see, for example, whether monthly members leave faster than annual ones.

Exporting

Export CSV gives you every membership cancelled in the range: the client, their member number, the membership type, when it started and was cancelled, how many days they stayed, and whether they paid by card subscription or manually. See Exporting reports to a spreadsheet.