Analytics

Open “Analytics” in the admin menu. The numbers come from the club’s daily work: sales, payments, check-ins and bookings. Nothing has to be entered by hand, and the only thing worth filling in is area capacity (see below).

Each part of analytics is its own screen: “Key numbers”, “Member flow”, “Money”, “Attendance”, “Bookings”, “Capacity” and, for a club with an online branch, “Online branch”. Switch between them in the menu under “Analytics”; the chosen period and branch stay the same when you move from one screen to another.

The section opens for staff whose role can read analytics, and each person sees only the branches they have access to. If the numbers cover only some branches, the header says “The numbers cover your branches, not the whole club”.

• Ready periods: “Yesterday”, “Last week”, “Last 7 days”, “Last 28 days”, “Last 30 days” and “Last 90 days”.
• “Custom dates”: pick the first and the last day in the calendar and press “Apply”; a range can be up to two years long.
• With more than one branch, the chips next to the period switch between “All branches” and a single branch.
• Every period is compared with the previous one of the same length (“Compared with …” under the picker). The badge next to a number shows the change and colours it “better” or “worse”, not just up or down.
• Charts step by day for short periods, by week up to about half a year, and by month for longer ones.

“Key numbers” shows four tiles: “Active base” (people with a valid paid membership at the end of the period), “Revenue”, “Churn” and “Visits”. Each has the change against the previous period and a small trend line.

“Member flow” shows the base as a flow:

• “New” bought a membership for the first time, “Reactivated” came back after a gap, “Lost” had a membership end and no valid one left. A renewal is not churn, and a single-visit pass counts in none of these: a guest for one visit is a sale, not a member.
• “Quick ratio” is how many people join for each one who leaves.
• The “Joined and left” chart puts new and returning members above the line and those who left below it; the line is the active base at the end of each step.
• “Inflow rate”, “Retention” and “Churn” relate these movements to the base at the start of the period.

• “Accrued and received” compares what the club charged with the money that actually came in, step by step. A persistent gap means debts are growing.
• “Received” is successful payments minus refunds. “Outstanding” is what is still unpaid on this period’s charges; the list of debtors is in “Revenue” → “Debtors”.
• “ARPU per payer” is revenue per paying member, the one to use for unit economics. “ARPU overall” divides by the whole base.
• “Renewal rate” is the share of ended memberships that were renewed; “Revenue renewal” is the same in money. Lower in money than in count means people stay but move to cheaper plans.
• “Lifetime” and “Predictive lifetime” estimate how long a member stays at the current churn.

• “Attendance” shows visits per step, “Unique visitors”, “Attendance index” (visits per person per week) and “Mean tenure”.
• The “When people come” heatmap lays visits out by weekday and hour: darker cells are the peak. Next to it are “Peak hour” and “Traffic spread”.
• “Bookings” counts bookings by the date they were made, not the class date.
• “How bookings ended” splits them into “Attended”, “Not marked”, “Cancelled” and “No-show”, with “Cancellation rate” and “No-show rate” beside it.

“Capacity” shows how full the club is: “Capacity utilisation” is the active base divided by “Max active base”, the number of members your areas can physically serve.

The main metrics sit on a scale with corridors from the KPO methodology, a club subscription model, which the header names. Green means healthy, amber means worth a closer look, red means act now, and a short note under the number says what happened. For example, the renewal rate target is 75 %, and capacity utilisation is comfortable between 50 and 70 %.

• Every metric has a “?” with three parts: “What it is”, “How it is calculated” and “What is normal”.
• Every chart has “Chart numbers” underneath: it opens a table with the value for each step.
• With “All branches” selected and an online branch in the club, an “Online branch” report is added at the bottom.
• The assistant answers with the same numbers and links back to this screen for the same period.