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Version 1.0 - Updated Quarterly
Health & Growth KPIs
Economic & Revenue KPIs
Instructors & Staff KPIs
Glossary of Terms
Health & Growth KPIs
Economic & Revenue KPIs
Instructors & Staff KPIs
Glossary of Terms
First-Time Client Return Rate
Percentage of new clients who returned for a 2nd visit
KPI Definition
Percentage of new clients who returned for a 2nd visit
KPI Formula
New clients with 2+ visits / Total # Of New Clients
Why this KPI matters
It’s one of the strongest predictors of long-term client value because most loyalty is built - or lost - after the very first visit.
Additional Considerations
- This metric is generally viewed as relevant in the past 12 months, especially in year over year patterns meant to highlight seasonal differences (e.g. my 1st time client return rate is 40% now, was 30% a month ago, and 20% this time last year).
- FitGrid has a 3 year limit on historical data pulled when clients first onboard meaning first time client return rates 3 years ago or more could be incorrect.
Metric Compatability
Why This Might Be Different Than Your Booking Platform’s Same-Named Metric
Booking platforms may have different information on when first visits occurred due to migration issues when studios move from one platform to another.
Methodology & Data Notes
When initially pulling data on studios, historical visibility is limited to 3 years prior to the pull-date. Once studios have onboarded, data accrues for as long as the studio is connected. Platform-specific handling of late cancellations, no-shows, and substitutions may differ.
Note On Platform Metrics
Booking platforms remain systems of record. These KPIs provide a standardized analytical lens designed for comparison, benchmarking, and decision-making across systems.
Revenue
Revenue related metrics do not necessarily reflect the time at which payment was received. For example, if a client purchases a 10 pack for $100 in March, then the revenue associated with a single class taken in April will be $10, regardless of when the studio received the actual revenue.
