A cancellation costs more than you think

A new member signs up, great! Another person on board. But have you ever calculated what it costs to lose a member?

The average member pays around €45 per month. If that member stays for two years, a single cancellation can cost more than €1,000 in revenue. Add to that the €100 to €150 it takes to recruit a new member.
Leaving is expensive.

Suzanne’s story

Take Suzanne. For six months, she came every Tuesday, Thursday, and Saturday. Then she gradually started dropping off. Until eventually, she stopped coming altogether. The cancellation came via email: “I’m too busy.”
Sound familiar? Probably. And you probably also know: “too busy” is rarely the whole story.

Members rarely leave suddenly

They first check out mentally. Suzanne hadn’t come for weeks before she cancelled. If someone had asked what was going on, they might have gotten the honest answer: she felt stuck and lacked guidance to move forward. One conversation could have made all the difference.

Know what’s happening

If you only respond at the point of cancellation, it’s too late. By then, the decision has already been made. So don’t focus only on recruiting new members – understand why they leave.

Curious how to find out? Contact us for more information on member retention.