LTV · CAC payback
Member Lifetime Value Calculator
Estimate member lifetime value from monthly revenue per member, churn rate, and acquisition cost.
Member lifetime value tells you how much a paying member is worth over their full membership — and whether your marketing spend pays back. This calculator uses monthly revenue and churn to estimate LTV and LTV:CAC ratio.
- Avg. Lifespan (months) ≈ 1 ÷ Monthly Churn Rate
- LTV = Monthly Revenue per Member × Average Lifespan (months)
- Healthy LTV:CAC ratio is 3:1 or higher
Built for gym owners evaluating marketing ROI, referral programs, and retention investments.
Source: BizMetricsHQ Composite industry benchmarks (2024–2025 (HFA); 2025–2026 (owner economics)). Methodology
Member Economics
Model LTV from revenue per member and churn.
Member Lifetime Value
$1,075
Strong vs benchmark · $375 vs ~$700 median
Avg. Membership Lifespan
25.0 mo
Implied Annual Retention
61.3%
LTV-to-CAC Ratio
7.7x
CAC Payback Health
Strong
Industry Benchmark
$500 – $900 typical LTV · 3:1+ LTV:CAC target
HFA ~$43/mo revenue per member
LTV Benchmarks
| Metric | Industry Range |
|---|---|
| Revenue Per Member | $43 – $65/mo |
| Monthly Churn | 3 – 5% |
| Member LTV | $500 – $900 |
| Customer Acquisition Cost | $80 – $200 |
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Frequently Asked Questions
How do you calculate gym member LTV?
LTV equals monthly revenue per member multiplied by average membership lifespan in months. Lifespan can be estimated as 1 ÷ monthly churn rate. At $43/mo and 4% churn, lifespan is ~25 months and LTV is ~$1,075.
What is a good member LTV for a gym?
Mid-market independent gyms typically see $500–$900 LTV depending on upsell revenue and retention. Higher LTV comes from personal training penetration, low churn, and premium pricing tiers.
What LTV:CAC ratio should a gym target?
A 3:1 LTV:CAC ratio is the widely cited minimum for sustainable growth. Top operators achieve 4:1 or higher, often by lowering CAC through referrals while improving retention.
How does churn affect member LTV?
Churn has an outsized impact because lifespan is 1 ÷ churn. Reducing monthly churn from 5% to 4% extends average lifespan from 20 to 25 months — a 25% LTV increase at the same revenue per member.