Your Business Benchmark
Based on your 2025 BFS Business Assessment, we've compared your studio to operators in your peer segment. Review the numbers, then decide what to tackle next.
Know Your Numbers
Six key metrics benchmarked against your peer group. See where you stand — and where the gaps are.
New Leads / Month
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Peer Benchmark: —
Loading…Lead Conversion Rate
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Loading…1st-Visit Return Rate
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Loading…New Client Conversion
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Loading…Monthly Churn
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Loading…Avg. Member Lifetime
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Loading…Where to Focus
Ranked by impact. Start with #1 — the gap where a modest improvement produces the most downstream benefit.
Explore the Numbers
Select a metric area for the full benchmark breakdown and context.
Where You Stand vs. Peers
New Leads / Month
Lead to First-Visit Conversion Rate
Your Leads / Month
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Your Lead Conv. Rate
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Your lead volume determines how many opportunities enter your funnel each month. Your lead conversion rate determines how many of those turn into first visits. Both drive first-visit volume — and every first visit is a chance at a new member. A gap in either metric means fewer members without any improvement in what happens inside your studio.
Guide · Lead Conversion
A practical guide to building a lead-to-visit system — covering response time standards, multi-touch sequences, staff assignment, and CRM basics for studios without a dedicated sales function.
Read the Guide →.png){kind=logo}
Consultant Partner · Strength, General (all)
An independent consultant in the BFS network specializing in fitness studio operations.
Learn More →Vendor Support · CRM & Lead Tools
BFS-vetted tools for capturing, tracking, and following up on leads — including CRM options that integrate with your class booking software and automate your follow-up sequences.
View Partner Tools →Where You Stand vs. Peers
1st-Visit Return Rate
New Client Conversion Rate
Your Return Rate
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Your New Client Conv.
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These two metrics define how efficiently your studio converts first-time visitors into paying members. A first-time visitor who doesn't return costs you everything you spent to get them in the door. A returning visitor who doesn't convert to a membership is a conversion failure at the final step. Both metrics compound: small improvements at each step multiply into significantly more new members per month.
Checklist · Sales Conversion
A 20-point checklist covering your intro offer structure, follow-up timing, staff conversation training, and transition offer design. Identifies exactly where your conversion is breaking down.
Download Checklist →
Consultant Partner · Strength, General (all)
An independent consultant in the BFS network specializing in fitness studio operations.
Learn More →Vendor Support · Sales & Membership Tools
BFS-vetted platforms for streamlining your intro-to-membership conversion — including tools for automated follow-up, digital agreements, and membership offer presentation built for fitness studios.
View Partner Tools →Where You Stand vs. Peers
Monthly Churn Rate (lower is better)
Avg. Member Lifetime
Your Monthly Churn
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Your Avg Member Lifetime
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Churn and member lifetime are two sides of the same metric. A 2-point churn reduction extends average member lifetime — and every additional month a member stays adds direct recurring revenue without any acquisition cost. High churn creates a continuous replacement burden that limits how fast you can grow, regardless of how strong your lead pipeline is.
Playbook · Retention
A structured guide to the first 90 days of member experience — where most churn is either prevented or locked in. Covers onboarding sequences, check-in touchpoints, and at-risk identification signals.
Access Playbook →
Consultant Partner · Strength, General (all)
An independent consultant in the BFS network specializing in fitness studio operations.
Learn More →Vendor Support · Member Engagement
BFS-vetted platforms for automated member check-ins, at-risk member alerts, and engagement campaigns — tools that operationalize your retention process without requiring manual follow-up on every member.
View Partner Tools →Where You Stand vs. Peers
New Client Conversion Rate
Most Effective Intro Offer — Peer Group
Highlighted = most common among peers
Your Conversion
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This is your highest-leverage gap. Almost half the people trying your studio didn't become members. Closing that gap — even partially — converts an existing marketing investment into direct membership revenue without additional acquisition cost.
Checklist · Sales Conversion
A 20-point checklist covering your intro offer structure, follow-up timing, staff conversation training, and transition offer design. Identifies exactly where your conversion is breaking down.
Download Checklist →
Consultant Partner · Strength, General (all)
An independent consultant in the BFS network specializing in fitness studio operations.
Learn More →Vendor Support · Booking & Follow-Up
BFS-vetted tools for automating your intro-offer follow-up sequence — SMS, email, and in-app messaging platforms that keep your studio top-of-mind during the critical post-first-visit window.
View Partner Tools →Peer Group: % Revenue from Recurring
How Peers Are Distributed
Highlighted = most common among peers (n=289)
What Top Studios Aim For
Peer Most Common
50–75%
A lower recurring revenue ratio means more of your business depends on ongoing purchase decisions by clients. Studios with 75%+ recurring revenue have more predictable cash flow, better forecasting, and typically stronger valuations. The path there usually runs through intro conversion and offer mix design.
Tool · Revenue Planning
Enter your current member mix, pricing tiers, and pack sales to see your projected recurring revenue ratio — and model how changes to membership conversion would shift the number.
Open Calculator →
Consultant Partner · Strength, General (all)
An independent consultant in the BFS network specializing in fitness studio operations.
Learn More →Vendor Support · Billing & Memberships
BFS-vetted platforms for managing EFT memberships, flexible billing schedules, and revenue reporting — including tools that make it easy to sunset class packs while transitioning clients to recurring plans.
View Partner Tools →Peer Group: Avg. Class Utilization
How Peers Are Distributed
Highlighted = most common among peers (n=284)
Utilization Ranges
Peer Most Common
50–74%
Nearly half of peer studios fall in the 50–74% utilization range. Utilization is often a trailing indicator — improving retention and intro conversion will naturally lift class fill rates as your active member base grows. Focus on member growth first, then optimize your schedule to match demand.
Report · Industry Benchmarks
Class utilization benchmarks and operator insights from the full 2025 State of the Industry report. Includes scheduling patterns and capacity management data across modalities.
View in SODI Portal →
Consultant Partner · Strength, General (all)
An independent consultant in the BFS network specializing in fitness studio operations.
Learn More →Vendor Support · Scheduling & Capacity
BFS-vetted scheduling platforms with utilization analytics, waitlist management, and demand forecasting — giving you the data to optimize your timetable and maximize revenue per class slot.
View Partner Tools →BFS AI Assistant
Use the prompts on the right to dig into any of your benchmark areas. BFS AI can explain what a metric means, what typically drives it, and where to start — based on what's visible in your scorecard.
For broader questions, strategy support, or peer comparisons beyond your segment, BFS members have access to expanded AI tools inside the member portal.
Suggested prompts
Your scorecard shows where the gaps are. The next question is what you do with them. BFS supports operators who are serious about closing those gaps — through membership, structured programs, and direct advisory access.
Review the options and choose the one that fits where you are. If you're not sure, start with a call.