Calculating the Average Customer Lifetime Value of a Fitness Client

June 7, 2023



    In this article, we’ll explore what CLV is, why it’s important for fitness businesses, and how to calculate it.

    Exploring the Average Customer Lifetime of Fitness Clients.

    The average customer lifetime value (CLV) of a fitness client refers to the estimated total revenue generated from a fitness client over the entire duration of their relationship with a fitness business. Calculating the CLV helps businesses understand the long-term value of their customers.

    The specific average CLV of a fitness client can vary based on factors such as the business model, pricing structure, customer retention rates, and average length of customer engagement. It is essential to analyze historical data and specific business metrics to determine the average CLV accurately.

    Gathering Data for CLV Calculation

    Now that we understand the key factors that can affect CLV, let’s explore how to gather the data needed for calculation.

    One important factor to consider when gathering data for CLV calculation is the type of business you are running. For example, an e-commerce business may need to track online behavior such as click-through rates, abandoned cart data, and website traffic.

    On the other hand, a brick-and-mortar business may need to track foot traffic, in-store purchases, and customer loyalty program participation.

    Tracking Customer Information

    The first step in calculating CLV is tracking customer information. This data can include things like name, email, age, gender, and purchase history.

    It’s important to note that customer information should be collected ethically and with the customer’s consent. This can be done through opt-in forms, privacy policies, and clear communication about how their data will be used.

    Analyzing Customer Behavior

    After gathering the necessary data, it’s important to analyze customer behavior in order to determine CLV. This can include looking at the length of time they’ve been a customer, their spending habits, and any referrals they’ve made.

    Additionally, analyzing customer feedback and reviews can provide valuable insights into their satisfaction with your products or services. This information can be used to improve customer retention and ultimately increase CLV.

    Utilizing Customer Relationship Management (CRM) Systems

    A customer relationship management (CRM) system is a tool that can be used to streamline the tracking and analysis of customer data. Using a CRM system can help make calculating CLV more efficient and accurate.

    CRM systems can also provide valuable insights into customer behavior and trends, allowing businesses to make data-driven decisions about marketing and customer service strategies.

    Overall, gathering and analyzing customer data is crucial for calculating CLV and improving customer retention. By utilizing ethical data collection practices and tools like CRM systems, businesses can accurately measure CLV and make informed decisions about their future growth.

    Calculating the CLV of a Fitness Client

    Now that we’ve gathered the necessary data and analyzed customer behavior, it’s time to calculate the CLV. The CLV, or Customer Lifetime Value, is a metric that helps businesses understand the total value a customer brings to their business over the course of their relationship.

    By calculating the CLV, fitness businesses can gain insights into the profitability of their customer base and make informed decisions about how to allocate resources to retain and acquire customers.

    To calculate the average customer lifetime value (CLV) of a fitness client, follow these step-by-step instructions:

    • Determine the Time Period: Decide on the time period you want to consider for calculating the CLV. It can be months, years, or any other relevant timeframe based on your business model and data availability.
    • Gather Relevant Data: Collect data related to individual fitness clients, including their purchase history, membership duration, average spending, and any additional revenue generated from them (such as personal training sessions or supplementary services).
    • Calculate the Total Revenue: Add up all the revenue generated from each fitness client throughout their entire engagement period. This includes membership fees, additional purchases, and any recurring payments.
    • Determine the Average Length of Customer Engagement: Calculate the average length of time a fitness client stays engaged with your business. This can be done by summing up the membership durations of all clients and dividing it by the total number of clients.
    • Calculate the Average Revenue Per Month (ARPM): Divide the total revenue by the total number of months (or the chosen time period) to calculate the average revenue generated from each fitness client per month.
    • Calculate the Average CLV: Multiply the ARPM (average revenue per month) by the average length of customer engagement to calculate the average customer lifetime value. This gives you an estimate of the total revenue you can expect from a fitness client during their entire engagement with your business.

    Example CLV Calculation for a Fitness Client


    Let’s say the average value of a membership at your gym is $50 per month, and the average customer stays with you for two years. If the retention rate of your customers is 80%, this would give you a CLV of $960. This means that each customer is worth $960 in revenue over their lifetime with your business.

    It’s important to note that this is just one example of how to calculate CLV for a fitness client. Depending on the specific needs and goals of your business, you may need to adjust the formula to account for factors like seasonal fluctuations in customer behavior or variations in membership pricing.

    By regularly monitoring and analyzing CLV, fitness businesses can gain a deeper understanding of their customer base and make data-driven decisions to improve profitability and drive growth.


    Let's assume you gather data from 100 fitness clients over a 2-year period.

    • Total revenue generated from all clients: $500,000
    • Total number of months: 24 months

    Average Revenue Per Month (ARPM) = $500,000 / 24 = $20,833.33

    If the average length of customer engagement is 12 months:

    Average CLV = ARPM ($20,833.33) x Average Length of Customer Engagement (12 months) = $250,000

    Therefore, the average CLV of a fitness client in this example would be $250,000.

    Remember that CLV calculations can vary based on business specifics and data availability. It's essential to regularly analyze and update your CLV calculations as customer behavior and business dynamics change over time.

    Understanding Customer Lifetime Value (CLV)

    Before we dive into calculating CLV, let’s first define exactly what it is. Customer lifetime value is the total amount of revenue you can expect from a customer throughout their entire time doing business with you.

    This includes all purchases, memberships, and referrals they make. By knowing the CLV, you can take steps to increase it over time, such as improving customer retention or increasing average spend per visit.

    What is Customer Lifetime Value?

    Customer lifetime value (CLV) is a crucial metric for any business. It represents the total amount of money a customer is likely to spend with your business over their entire lifetime as a customer.

    Understanding the CLV can help you focus your efforts and resources to increase the value of your customer base, even while you are working hard to acquire new customers.

    Why is CLV Important for Fitness Businesses?

    When it comes to fitness businesses, customer lifetime value is especially important. Gym memberships can be costly, and many people are likely to switch to another gym if they aren’t happy with their current one.

    By understanding your customers’ CLV, you can make adjustments to your business model that will help keep current customers happy and loyal. Ultimately, by increasing CLV, you will increase your profits and grow your business.

    One way to increase CLV for fitness businesses is to offer personalized training programs. By offering customized programs that are tailored to the individual needs of each customer, you can increase customer satisfaction and retention.

    This can lead to customers staying with your business for longer periods of time, and ultimately spending more money with you.

    Another way to increase CLV is to offer loyalty programs. By rewarding customers for their loyalty with discounts, free classes, or other perks, you can encourage them to continue doing business with you.

    This can also lead to increased referrals, as happy customers are more likely to recommend your business to their friends and family.

    In addition to these strategies, it’s important to regularly analyze your customer data to identify trends and opportunities for improvement.

    By tracking customer behavior, you can identify areas where you may be losing customers and take steps to address those issues. You can also identify areas where customers are spending more money and focus your efforts on increasing revenue in those areas.

    Ultimately, understanding and increasing CLV is essential for the long-term success of any fitness business. By focusing on customer satisfaction and retention, and by offering personalized programs and loyalty rewards, you can increase the value of your customer base and grow your business over time.

    Factors Affecting the CLV of Fitness Clients

    There are several key factors that can impact the CLV of fitness clients. By understanding these factors, you can take steps to influence them and increase your overall CLV.

    Membership Duration

    The length of time a customer is a member of your gym or fitness studio can impact their CLV. The longer a customer stays with you, the more value they bring to your business.

    To encourage members to stay longer, you can offer loyalty rewards, such as discounts on membership fees or free personal training sessions. You can also create a sense of community within your gym or studio, by hosting events and social gatherings for members to attend.

    Client Retention Rate

    Your client retention rate is another important factor that can affect the CLV of your customers. By improving your retention rate, you can increase the likelihood that your customers will continue to do business with you over the long term.

    One way to improve retention is by providing exceptional customer service. This includes being responsive to customer inquiries and concerns, as well as offering personalized training plans and progress tracking.

    Another way to improve retention is by regularly introducing new and exciting classes or equipment to keep members engaged and motivated.

    Average Spend per Visit

    The amount your customers spend per visit can have a significant impact on their overall CLV. By increasing the average spend per visit through upsells and cross-sells, you can increase the value of each individual customer.

    One way to increase spend is by offering premium services, such as one-on-one personal training or nutrition coaching. You can also sell fitness apparel and accessories in your gym or studio, and offer discounts to members who purchase in bulk.

    Referral Rates

    The number of new customers that are referred to your business by your existing customers can also impact CLV. Referral rates can be influenced by a variety of factors, including customer satisfaction and incentives offered.

    To encourage referrals, you can offer discounts or free services to members who refer new customers to your gym or studio. You can also ask for referrals directly, by providing members with referral cards to hand out to friends and family.


    Calculating the average customer lifetime value of a fitness client is an important step in ensuring the success and growth of your business. By understanding the key factors that affect CLV and utilizing the data and tools available, you can take steps to increase the value of your customer base over time. In the long run, this will lead to increased profits and a more successful business overall.


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