The 12m Overview tab of KPIs & Metrics provides a mixture of a snapshot of your business at the current time, with a review of key metrics across the last 12-month period.
You may optionally filter the metrics by the member’s “preferred venue”.
Why is this useful?
The 12-month overview page provides a wealth of data that gives you insight into the different areas of your business. Examples of why each is useful, include:
- Active membership snapshot – Which are your most popular memberships, and what is the make-up of your recurring membership base?
- Membership types – How many members do you have with paid memberships vs PAYG vs trial memberships?
- Members vs Memberships – How has your member and membership count varied over time?
- Active membership revenue – What payment plans are your members on, and what revenue does that bring per membership type?
- Revenue (by type, by month) – Typically you should be seeking to cover a minimum of 70% of your base operating expense (BOE) from your recurring monthly receivables (membership payments)1. Take a look a the breakdown of your revenue by type, by month.
- Conversion and Attrition – It is very important to know your lead sources; your conversions; and the flux in your membership base. For the modern training gym this is a little more involved than the old-school models, but these numbers will give you great insight.
- Average sessions per member, per month – Knowing the average number of sessions your members undertake each month is another key metric for facility owners.
- Member communications – How are your members communicating with you, and what is your average response time?
1: Thomas Plummer: How to make more money in the fitness industry. Chapter 5.
The base data
Data within many of the overview analytics are broken down by calendar month.
Where the data links to members, data is analysed for unarchived members, who are not currently employees. If a venue is selected, the filter is applied against the member’s “preferred venue”. It should be noted that not all members may have a preferred venue assigned.
Further methodology explanation (where required) is provided against each metric.
Active membership snapshot
The active membership snapshots shows in both tabulated and pie-chart form the total number of active memberships you have at the current time. If you selected a venue, these will be filtered by the member’s “preferred venue”.
If the membership is a trial membership, this will be indicated in the table. It should be remembered that, in Quoox, members may have more than one (layered) memberships – and that members without active memberships may still be active PAYG members. Do not fall into the trap of thinking that a member without a membership is definitely not an active member.
An active membership is determined as being current at the time of calculation; having not been cancelled (or if it is cancelled, the cancellation date hasn’t yet been reached); and having not reached it’s expiry date (or it is auto-renewing).
- Memberships – Those members who solely have non-trial memberships, and have one or more of them.
- Trial Memberships – Those members who solely have trial memberships, and have one or more of them.
- PAYG – Those members who do not have any active memberships, and are therefore PAYG customers.
- Membership + Trial – Those members who have a mix of trial and non-trial memberships.
Reminder: Members may have zero, one or more memberships against their record.
Members vs Memberships
A snapshot count of each figure is taken overnight on a nightly basis.
IMPORTANT: There will be no data prior to you starting using Quoox. Furthermore data prior to 14 Aug 2020 should be considered to be an rough estimate and should not be taken as having great accuracy. Data on or after 14 Aug 2020 may be considered reliable.
- Members is the number of unarchived members at the point of snapshot (active or otherwise).
- Archived members is the number of archived members at the point of snapshot.
- Active memberships is the total number of active memberships at the point of the snapshot.
Active membership revenue
The active membership revenue table provides you with a snapshot of your current, active membership allocation broken down by membership type, and payment plan.
For each membership type/payment plan pair, a set of metrics (matching any venue filtering criteria) are provided:
- Membership type – The membership type.
- Payment plan – The payment plan.
- Total Memberships – The total number of active memberships assigned, matching this membership type and payment plan.
- Paid Memberships – Of the total number of memberships, how many have a fee per period that is greater than zero.
- Free Memberships – Of the total number of memberships, how many have a fee per period that is set to nil.
Note: If you have set the membership fee as nil in Quoox, perhaps taking payment through a 3rd party system, then this will appear as a “free membership”. The correct revenue can be determined by correctly setting the revenue amount and choosing “other” as the payment method.
- Revenue per period – Of all of the memberships matching this type and plan, what is the total revenue per recurring period (excluding joining fee).
- Avg Revenue per period – Of all of the memberships matching this type and plan, what is the average revenue per membership (excluding joining fee).
Note: If you have legacy members on cheaper memberships, your average revenue per period will be less than the list price you advertise the membership at.
The period length will be that set against the payment plan. For most facilities this is typically monthly, but there may also be one-off payments; yearly payments; quarterly payments etc. Ideally your payment plan name will indicate this, and can be edited accordingly.
Revenue (by type, by month)
This table and corresponding stacked column chart provides a summary of revenue (via Quoox) per month, broken down by category.
Important: This data is filtered only by the data range, and not effected by venue selection.
The revenue categorisations are:
- Memberships – Joining fees; pro-rata fees; and recurring fees.
- Credits – Credit pack purchases; and ad hoc credit purchases.
- Sessions – Ad hoc session purchases.
- Store – Any payment made via the store, including tab settlements.
- Refunds – Any refund, regardless of category.
The figures shown are all gross, and inclusive of tax (where applicable).
Conversion and Attrition
It is important for every facility to be aware of their inbound enquiries; leads; trial memberships; and membership flux.
In older, traditional gyms, a member was only considered a member if they had a membership. This is not necessarily the case these days, and certainly not in Quoox.
In Quoox, a member may have one or more memberships. Furthermore, the reasons behind a change in a membership need to be considered (E.g. cancelling a bronze membership and adding a silver membership, as a result of a member “up sell”).
Quoox deliberately does not calculate conversion rates for you, as these are often misleading an erroneous. By way of an example as to where conversion rates are invalid, let’s look at a simple (but extreme) example:
- In January 2020 you have 1 lead, who comes in on 31st January.
- In February 2020 you have 0 leads, but you convert your lead from January.
- In January 2020, your conversation rate would be 0%.
- In February 2020, your conversation rate would be ∞%, one heck of an improvement! Go team!
The raw (factual) figures are available via the download option, if you wish to apply conversation rate percentages to your data in a manner that you are comfortable makes sense for your business. For example, an average conversation rate over 3+ months perhaps isn’t unreasonable, as the margins for error will likely balance at each end.
The left-hand inbound enquiries table shows your enquiries across the given date range, broken down by enquiry source. Enquiry sources may be configured within Settings > Lists and Groups. Several common sources have been pre-configured for you, but you may wish to add others (E.g. “Facebook”)
Ad hoc enquiries are those added via the dashboard widget. These are not filtered by venue. The date filter is applied to the enquiry date.
Lead enquiries are determined by the sources applied to a lead. These are auto-set, but may be overridden if incorrect. Lead enquiries, unlike ad hoc enquires, are filtered by venue. The date filter is applied to the lead record creation date.
A total of enquiries by type and overall is provided. A total of converted leads (by lead source) is also provided.
Trial sales comprise a list of trial memberships, with the number of memberships started during the given period. A trial membership is determined by the “is trial membership” checkbox being ticked against the membership in Settings > Memberships.
The membership moves table shows the flux by membership type within the given date range.
A membership is counted as started if it’s start date fell within the given date range. A membership is counted as ended if it was either cancelled or came to a natural end during the given period. In the event of a cancellation, the move is counted when the membership cancellation date is within the period (i.e. if cancelled at the ‘end of period’ and this is outside the date range, it is not counted as yet cancelled).
Important: As outlined above, a membership ending is not necessarily a loss. It may be that the member was upgraded, and thus one membership was cancelled and another started. Similarly, a new membership does not necessarily equate to a new member, as memberships may be layered – with members having more than one membership.
It is strongly recommended that leads be used in preference to ad hoc enquiries, as they are more meaningful and more data can be derived from them. We do, however, appreciate that some customers handled their enquires outside of Quoox and therefore the simpler “ad hoc enquiry” function is provided for this purpose.
A graph of memberships started and memberships ended per month, over time is provided.
This provides a simple “at a glance” view of membership flux.
In interpreting this data, the above notes are relevant and a membership loss does not always equate to a member loss. Similarly, a membership gain does not always equate to a member gain.
Average sessions per member, per month
This column chart shows the average number of sessions undertaken by each member, by month. It is overlaid with the target line derived from the “target sessions per month” set in the Settings tab of the KPIs & Metrics area.
Understanding the average session attendance across your members per month is an important metric. Different facilities may have different targets, and hence why this is configurable.
Industry business legend, Thomas Plummer, in his book “How to make more money in the fitness industry” (Chapter 5) states that “The number eight might be the most important number in the fitness industry because the future of every member in your gym is tied to reaching that monthly total of workouts. We call this the Rule of 8.”
In determining the monthly average, members with no attendance in the given month are excluded from the data set. Average sessions per member is calculated on a per member basis, per month, and then an average taken across those results to get the average session attendance per month. Hint: Hover over the column to view the figure more accurately.
This table and corresponding stacked bar graph reviews your member communications via the message centre, over the given time period, by month. It is not effected by the venue filter.
The statistics are for the message centre only, and exclude other communication elements such as: scheduled broadcasts; nurturing communications; XRcize communications; Robonudge reminders; etc.
A message is counted as single message regardless of recipients, so an outbound message with 20 recipients counts as one message.
The average reply time is calculated for inbound messages where a reply was subsequently sent.