5 profit-boosting fitness business metrics you’re not tracking (but should be) 

You might look at revenue, attendance, and bookings to see how busy your gym is, and on the surface, things may seem steady. But those numbers don’t always explain why one class keeps filling up while another sits half-empty. The answers often lie in less obvious patterns, like which instructors draw regulars or what time slots tend to drive the most add-on purchases. That’s where your deeper data comes in, revealing what’s actually fueling your profits behind the scenes. 

These insights are becoming increasingly important. As the U.S. fitness industry heads toward a projected $302 billion by 2034, growth is creating more opportunities but also more competition. Staying ahead requires more than a steady stream of bookings. It demands a clearer view of what’s working and, more importantly, what’s holding your business back. 

That’s why we’re sharing five advanced fitness studio metrics that provide a clearer picture of what’s truly driving performance. These critical gym KPIs will help you make more informed decisions as your business evolves. 

Your class utilization rate is the percentage of available class spots that actually get filled over a set period. While full attendance might sound ideal, what really matters is whether each class is consistently pulling its weight. 

After all, running a half-empty class still costs you money. You’re paying instructors, keeping the lights on, and using admin time to manage bookings...even if only a few people turn out. Over time, that adds up.  

That's why tracking utilization is helpful for getting an understanding of which sessions are consistently profitable and which might need a second look. 

To calculate your utilization rate, divide the number of attendees by the total number of available class spots in a given time period and then multiply by 100. A rate between 75% and 85% is a healthy target for most fitness businesses. 

Once you have the numbers, you're better equipped to make more informed scheduling decisions. For example, perhaps a low-performing class could benefit from a more suitable time slot, or maybe it’s time to drop it altogether? On the flip side, a class that always fills up could be offered more frequently or moved to a larger room. 

Sometimes referred to as customer lifetime value (CLV), this metric estimates the total revenue a single member generates over the entire duration of their relationship with your studio. It goes far beyond monthly revenue by helping you understand long-term profitability, making it one of the most valuable fitness business KPIs for growth-focused brands. 

LMV also helps you make more informed decisions about how much to spend on advertising. For example, if the average member brings in $1,200 over their time with you, paying $150 to acquire a new member can deliver a healthy return. 

But if your acquisition cost creeps up to $400, you’ll need to think carefully. Will you still turn a profit after factoring in rent, staff wages, and other operating costs? How long will it take to break even? Understanding your LMV sets a ceiling for how much you can afford to spend and helps you avoid pouring money into campaigns that don’t pay off in the long run. 

The formula is simple: 

Average client monthly spend × average client membership duration = LMV 

Monthly spending can include a multitude of things. For example, let’s say one member pays for a basic monthly membership, another regularly books add-on yoga classes, and picks up merch at the front desk. Those spending habits vary, and the more you track those details, the more accurately you can understand each member’s long-term value. 

Once you have a handle on that number, the next step is figuring out how to increase it. Here are a few strategies to consider: 

Building on the latter point, digital tools can make a measurable difference.

Your referral conversion rate measures the percentage of people who are referred to your studio and actually become paying members. This metric is especially useful when evaluating ambassador programs that reward existing members for encouraging friends or family to join. A strong rate can signal trust in your brand and a well-designed incentive. In contrast, a weak one may mean your messaging isn’t landing or your offer isn’t motivating enough. 

To calculate your referral conversion rate, divide the number of referred leads who sign up by the total number of referrals you received, then multiply by 100 to get a percentage. 

Referral conversion rate (%) = (Number of referred leads who sign up ÷ Total number of referrals) × 100

Tracking this KPI over time can reveal patterns you might not expect. For example, let's say you're testing referral incentives. Maybe you assume a free class will be the most popular, but it turns out a simple $10 discount drives more sign-ups. Surprises like that are exactly why it’s worth examining the data closely. 

That 6 p.m. spin class might be standing-room only, but when you check its average revenue, it’s barely breaking even. Meanwhile, your slower mid-morning yoga class? It’s quietly pulling in more per head. 

To calculate your average revenue per class, add up the total revenue generated by a specific class (including membership contributions and drop-in fees), then divide by the number of times that class was held: 

Average revenue per class = Total revenue ÷ Number of classes 

If your business runs on memberships, you can estimate per-class revenue by dividing a member’s monthly fee by the number of classes they attend and then applying that value across your schedule. 

Tracking this metric allows you to compare different factors to see what's really working. For instance: 

You might find that a lower-attended class at an off-peak time is actually more profitable than a packed weekend session. Either way, with the right gym management analytics, you can see which combinations of instructor and time slot generate the highest returns and make smarter decisions about scheduling and pricing.  

As one of the most telling gym retention metrics, the first-time to long-term conversion rate tracks how many of your trial users, drop-ins, or free class attendees go on to become full-paying, long-term members. It’s a powerful way to measure the effectiveness of your onboarding and early engagement strategies. 

You can calculate it using this formula:

 (Number of trial visitors who become members ÷ Total number of trial visitors) × 100 

Most gym management software, like Zenoti, can help you identify first-time visitors using intake forms or lead capture through your website and then monitor which of those guests convert to membership within a defined period, such as 30 or 90 days. 

You can also define what counts as a “long-term” member based on your own criteria, like signing up for a multi-month plan or attending a minimum number of classes. 

Once you know where your conversion rate stands, you can begin to strengthen it through small, consistent actions that build trust and momentum. For instance, a timely welcome email after a trial visit can help new guests feel acknowledged and more connected to your studio. Or, follow-up messages through your app or text, especially those offering limited-time incentives, can reinforce that connection and encourage them to return. These gentle nudges keep your business top of mind while prospects are still deciding and, over time, can turn one-time visitors into loyal members for a steadier stream of recurring revenue. 

Tracking surface-level metrics offers a snapshot of your fitness business, but it won’t uncover what’s truly driving long-term growth. These five gym KPIs offer a clearer lens on what’s really driving (or dragging down) your revenue, helping you move past guesswork and make more confident decisions about how to increase gym profits. 

Still pulling all this data together by hand? That’s a headache. It takes time and opens the door for errors. That’s where a tech-enabled approach becomes invaluable. A cloud-based fitness platform can automatically track, calculate, and surface these insights so you can act faster and focus more on running and growing your studio. 

Ready to improve your gym performance tracking and make better-informed decisions? Learn how Zenoti can help.