Free calculator · Industry funnels
Membership calculator: what is a member worth, and what does churn cost?
A new member is only worth what they pay before they leave. Put in your funnel, fee and monthly churn, and see what each member costs, what they are worth over their stay, and what keeping them longer would add.
Stage definitions
Count every stage the same way each month, so the numbers mean the same thing to everyone.
- Lead
- A call, WhatsApp message, form or walk-in asking about membership fees, timings or a trial.
- MQL (marketing-qualified)
- Someone who lives or works nearby, and the goal and budget fit, and who replies.
- SQL (sales-qualified)
- A trial or visit booked for a date and time.
- Trial attended
- They came, or joined the trial online.
- Joined
- Paid the first month or the plan.
What would change it
The same numbers with one thing improved, worked out live.
Full breakdown
Every number this calculator works out.
Compare scenarios
Save up to three versions and compare them side by side.
How this is calculated
- Ad leads = ad spend ÷ cost per lead, or (ad spend ÷ cost per click) × click to lead rate. Leads = ad leads + leads from other channels. Spend = ad spend + other channels.
- MQLs = leads × % MQL. SQLs = MQLs × % that book. Attended = SQLs × % attended. New members = attended × % that join.
- Cost per lead = spend ÷ leads. Cost per trial = spend ÷ attended. Cost per member = spend ÷ new members.
- Membership fee a month = the monthly membership fee, or plan price ÷ months in the plan. Lifetime = 100 ÷ monthly churn %, capped at 60 months (and 60 months when churn is 0).
- Lifetime value = membership fee a month × lifetime. Lifetime gross profit = lifetime value × gross margin. LTV:CAC = lifetime gross profit ÷ cost per member. Payback = cost per member ÷ (membership fee a month × gross margin) (0 when the cost is 0; never when that is not above 0).
- MRR added = new members × membership fee a month. Gross profit a month = MRR × gross margin. Cash this month = new members × the monthly membership fee, or × the full plan price.
- 5 points less churn = new members × membership fee a month × gross margin × (lifetime at churn − 5, floored at 0 − lifetime now).
- Profit over their lifetime = new members × lifetime gross profit − spend.
Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.
Questions
About this calculator
An MQL is someone who lives or works nearby, whose goal and budget fit, and who replies. An SQL is a trial or visit booked for a date and time. Counting both shows whether people are lost in the chat or after booking.
Lifetime = 1 ÷ monthly churn: at 8% a month, an average member stays 12.5 months. At very low churn this grows without limit, so it is capped at 60 months (and set to 60 when churn is 0). Plan on less if you are new.
Choose "Upfront for a plan" and enter the plan price and months; the fee is spread over the months. For churn, use about (100 − % who renew) ÷ months in the plan: if 40% renew a 12-month plan, enter 5.
No. They are starting values only, so the page is not empty. Replace them with your own from your member register and billing.
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