Club Analytics: The 8 Metrics to Track
Attendance rate, churn, NPS, LTV — with formulas, benchmarks, and what to do when metrics go wrong.
"We're doing well" is not a metric. "Attendance rate is 67%, up from 52% last quarter" is. Clubs that track the right metrics make better decisions, catch problems earlier, and grow faster than those that rely on gut feel.
This guide gives you the 8 metrics that matter most, with exact formulas, industry benchmarks, and actions to take when numbers move in the wrong direction. For how to improve these metrics, see our guides on retention strategies, onboarding, and membership growth.
Start here: If you are tracking nothing today, start with two metrics only: attendance rate and monthly churn. These two tell you 80% of what you need to know about club health.
The 8 Essential Club Metrics
Attendance Rate
Must TrackWhat percentage of your active members attend a typical event.
Formula
(Event attendees ÷ Total active members) × 100
Benchmark
50–70% healthy | 40% warning | 80%+ capacity risk
How to track
Who's In QR check-in gives you automatic attendance rates per event. Review monthly average in your club dashboard.
When numbers move:
- If below 40%: review event timing, communication, and event quality
- If above 80%: consider adding capacity or running additional sessions
- Track by subgroup to identify which segments are disengaging
No-Show Rate
Must TrackPercentage of members who RSVP "yes" but do not attend.
Formula
(No-shows ÷ Total RSVPs) × 100
Benchmark
10–15% healthy | 20%+ concerning | 30%+ critical
How to track
Compare RSVP count vs. QR check-in count in Who's In. The gap is your no-show rate.
When numbers move:
- High no-show rate: add event reminders 3 days and 1 day out
- Implement a cancellation link so members can free up their spot
- Track no-show patterns by individual — habitual no-shows need a conversation
Member Churn Rate
Must TrackPercentage of paid members who cancel in a given month.
Formula
(Cancellations this month ÷ Total paid members at month start) × 100
Benchmark
Monthly: below 3% | Annual: below 25% healthy
How to track
Track in Who's In membership dashboard. Export monthly CSV if needed for calculation.
When numbers move:
- Flag members who cancel for exit survey — even 10% response rate reveals patterns
- Review cohort churn: which sign-up month has the highest 90-day churn?
- Separate voluntary cancellation from payment failure — treat each differently
Revenue Per Member (RPM)
Track MonthlyAverage monthly revenue generated per active member.
Formula
Total monthly revenue ÷ Total active members
Benchmark
Varies by club type. Track trends over time, not just absolute value.
How to track
Stripe dashboard via Who's In shows total monthly revenue. Divide by active member count from membership dashboard.
When numbers move:
- RPM declining: review pricing, tier mix, or event fee structure
- RPM growing: understand what is driving it and double down
- Compare RPM by tier: are premium members generating proportionally more?
Member Engagement Score
Track MonthlyA composite score measuring how actively members participate in club life.
Formula
Weighted sum of: events attended (50%), communications opened (20%), referrals made (20%), feedback given (10%)
Benchmark
Top 20% of members by engagement score = your core community. Bottom 20% = at-risk.
How to track
Build a simple spreadsheet scoring model. Who's In attendance data provides the most reliable input.
When numbers move:
- Celebrate and reward high-engagement members publicly
- Reach out personally to low-engagement members before they churn
- Use engagement score to identify potential committee members and buddies
Membership Growth Rate
Track MonthlyNet percentage growth in total active members month-over-month.
Formula
((Members end of month - Members start of month) ÷ Members start of month) × 100
Benchmark
3–5% monthly growth = healthy | 10%+ = exceptional | 0% = plateau | Negative = urgent action needed
How to track
Track monthly active member count from Who's In. New joins minus cancellations = net growth.
When numbers move:
- Flat growth: activate growth tactics (referrals, taster events, partnerships)
- Rapid growth: ensure infrastructure can handle it (venue capacity, organiser bandwidth)
- Separate organic growth from paid promotion to understand true word-of-mouth health
Net Promoter Score (NPS)
Track QuarterlyHow likely members are to recommend the club to a friend (0–10 scale). NPS = % Promoters (9–10) minus % Detractors (0–6).
Formula
% members scoring 9–10 minus % members scoring 0–6
Benchmark
NPS 50+ = excellent | 30–50 = good | 0–30 = needs improvement | Negative = urgent action
How to track
Send a 1-question survey quarterly: 'How likely are you to recommend [Club Name] to a friend? (0–10)'. Google Forms or Typeform work well.
When numbers move:
- Follow up with Detractors (0–6) personally within 48 hours
- Ask Promoters (9–10) for a written testimonial for your join page
- Track NPS trend over time — a dropping NPS is an early warning signal
Member Lifetime Value (LTV)
Track QuarterlyTotal revenue expected from a member over their entire time in the club.
Formula
Average Monthly Revenue Per Member × Average Member Lifespan (months)
Benchmark
LTV should be at least 3x your cost to acquire a new member.
How to track
Calculate average RPM from Stripe data. Calculate average member lifespan from cohort analysis of past membership data.
When numbers move:
- Increasing LTV: focus on retention and upselling to higher tiers
- LTV below 3x acquisition cost: growth is not sustainable — fix retention first
- Segment LTV by acquisition channel to understand which sources bring highest-value members
Review Cadence: What to Check When
| Frequency | Metrics | Who Reviews |
|---|---|---|
| Weekly | Event attendance rate, no-show count | Organiser |
| Monthly | Churn rate, growth rate, RPM, engagement score | Organiser + Treasurer |
| Quarterly | NPS, LTV, cohort analysis | Full committee |
| Annually | Full financial report, year-on-year all metrics | AGM |
Related Guides
Related Reading
Retention Strategies
12 ways to move your retention metrics in the right direction.
Club Treasurer Guide
Financial management, budgeting, and annual reporting.
Membership Pricing Guide
Optimise revenue per member with the right tier structure.
Onboarding New Members
Improve your 30-day retention rate with a structured welcome flow.
