When to use it
Use it when you want to know whether the gym is winning new customers and keeping them, not just how many people walked in. Typical questions it answers:- Which lead channel brings people who buy? - a padel gym reads Lead Sources over 90 days and finds ads bring the most new leads, while walk-ins convert more of theirs.
- Do new customers commit to a membership? - a reformer studio follows the Lead journey from enquiry to membership to see how many trial drop-ins go on to take a plan.
- Are lapsed customers coming back? - a boxing gym reads Won back on the lifecycle report and the win-back line on the dashboard after a re-engagement push.
- How many of January’s new customers are still here? - a CrossFit box reads the January row of Retention by start month.
How it works
Both reports read the history of each contact rather than today’s snapshot, so a number reflects what happened in the period you pick.- A customer is a contact who is a Member or a Drop-in.
- A lead enters the pipeline on the Leads board. A lead converts on their first paid purchase after entering the pipeline, and becomes a customer.
- Every change of contact type (for example Drop-in to Member, or Member to Lapsed) is recorded, and the lifecycle movements are counted from those changes.
Sales dashboard
Open Analytics > Sales > Sales Dashboard.KPI cards
- New customers - Contacts who became a Member or Drop-in for the first time in the period. Someone who comes back after lapsing, or a Drop-in who takes a membership, is not new. This is the same figure as on the Members dashboard.
- New leads - Contacts who entered the pipeline in the period.
- Upgrades - Drop-ins who took a membership in the period.
Lead journey
The Lead journey follows one group of people: the leads who entered the pipeline in the period. Each step shows a count and a percentage of the step above.
Reached Active uses the threshold of the Active tag under Smart tagging (46 days unless you changed it). Members who bought more recently than that are too new to judge: a note under the step says how many, and they are left out of its percentage instead of counting as members who fell away.
Below the steps, a line reads Customers who lapsed in this period and have come back since, shown as
X of Y with a percentage. It shows even when no leads entered the pipeline, so a gym that does not use the pipeline still sees its win-backs.
Lead sources
The Lead Sources chart shows, for each source, how many of the period’s new leads came from it (New leads) and how many of those converted (Converted). Leads with no source set get their own No source bar.Customer lifecycle report
Open Analytics > Sales > Customer Lifecycle.Movement cards
Six cards count the period’s movements between contact types:
New leads and New customers match the same cards on the Sales dashboard.
Where contacts stand now
These two charts are current counts, so the date range does not change them:- Contacts by type - How many contacts are Contact, Leads, Drop-ins, Members, and Lapsed right now.
- Customers by lifecycle stage - Your customers by their lifecycle smart tag (Trial, Probation, and Active by default, then Frozen), named and colored as you set them. Customers with none of these tags are counted under No lifecycle tag; they are mostly Drop-ins who visit without a plan, or who are still in the pipeline. This chart only appears when the Lifecycle smart-tag category is turned on.
Retention by start month
A table groups customers by the month they first became one. The Customers column is the size of each group, and the Month 1, Month 2, and later columns show the share of that group still a customer that many months after they started. Darker cells mean higher retention. The table always covers the 12 months up to the end of the selected range. A cell fills in only once everyone in that group has been a customer for that long, so the most recent rows have fewer filled columns.Worked examples
Padel gym measuring lead quality by channel. A padel gym runs paid ads, takes walk-in enquiries, and has a website contact form. On the Sales Dashboard they set the range to Last 90 days and read Lead Sources: ads bring the most new leads, but walk-ins have the most Converted relative to their leads. They shift budget toward a walk-in trial offer. Reformer studio checking whether trials turn into members. A studio sells a trial class pack to new enquiries. On the Lead journey for the last quarter, Became customers is high but Took a membership drops sharply, so most trial buyers never commit. They add a follow-up automation for trial buyers and recheck the journey a quarter later. Boxing gym tracking a win-back push. After a win-back email to lapsed members in March, the gym opens Customer Lifecycle for April and reads Won back against Lapsed. On the Sales Dashboard with the range set to March, the win-back line shows how many of the customers who lapsed in March have come back since. CrossFit box reading retention. The owner opens Customer Lifecycle with the range ending this month and reads the Retention by start month table. The January row shows 80% still customers at Month 3 but 55% at Month 6, so the drop happens between months three and six, which is where they focus check-in calls.Tips and best practices
- Set a source on every lead (forms can do it for you) so Lead Sources stays meaningful and the No source bar stays small. See Leads.
- Judge conversion on ranges old enough for leads to have converted. A range that ended yesterday always looks weak.
- Read Reached Active with its note. For a recent range, many members are too new to judge, so the percentage covers only the ones old enough.
- Keep the Lifecycle smart tags on if you want the stage chart. Its thresholds also set when Reached Active is judged.
Troubleshooting
Related
- Analytics overview - All analytics categories and how the hub works.
- Leads - The pipeline board, stages, and sources behind the lead journey.
- Members analytics - Customer counts, growth, and balances.
- Marketing analytics - Email delivery, promotion redemptions, and web traffic.
- Smart tagging - The lifecycle tags behind the stage chart and Reached Active.
- Member list - Members, drop-ins, leads, and lapsed contacts.