Churn Rate Report

The Churn Rate report helps you understand how many recurring members have left recently. It is a quick retention pulse for your studio.

Where To Find It

Open Reporting, then select Churn Rate.

Why This Report Matters

Recurring members are usually the foundation of a stable studio. Churn shows how much of that base is leaving, so you can spot retention problems before they become a revenue problem.

A low churn rate usually means your recurring members are staying engaged. A rising churn rate can point to friction in the member experience, schedule fit, pricing, seasonality, or a change in how people are using the studio.

How To Read It

• Current churn rate is the percentage of recurring members who cancelled during the current 30-day window.
• Cancelled memberships shows how many recurring memberships ended in that window.
• Members at window start shows the recurring member base used as the starting population.
• Retention rate shows the share of that starting base that stayed.
• Biggest wobble day highlights the day with the most cancellations in the current window.

What The Number Means

Lower churn is generally healthier because more members are staying on board. If churn moves up, look for patterns around cancellation timing, recent timetable changes, studio closures, billing changes, or membership pauses.

One high-churn window does not always mean there is a long-term problem. Compare it with Monthly Recurring Revenue and Cohort Retention to see whether the cancellations are affecting the wider member base.

How Clovo Calculates It

Clovo counts recurring, non-trial memberships cancelled during the past 30 days, then compares that with the recurring member base that was active at the start of the same window.

The report compares the current 30 days with the previous 30 days. Deleted, purge