5 key metrics every fitness franchise COO should track weekly

Data can tell you a lot — but only if you're tracking the right metrics, at the right rhythm, with the right intent. 

That’s why it helps to establish a focused set of core metrics to check each week. 

So let’s look at five that are straightforward to track, but meaningful in what they reveal — changes in momentum, areas that need support, and where consistency is paying off.

Individually, each tells you something useful. Together, they build a steady yet detailed view of day-to-day stability and longer-term progress.

1. Retention trends: How many members are staying, and for how long

What it is

Your client retention rate tells you how many members are sticking around week to week, month to month. 

It’s a direct signal of whether your business is delivering value, and how consistently. It reflects not just satisfaction, but trust, habit, and connection. When it drops, it’s often the first sign something’s off. 

What to look for

• Drops in retention at specific locations or membership types 
• Higher retention in newly opened studios – signalling strong local engagement
• Steady improvements after changes to onboarding, programming, or staff training
• Weekly retention trends across cohorts

Ways to use it

Drops signal that something’s missing – weak onboarding, a mismatch between expectations and what’s delivered, or a gradual loss of connection.

Conversely, when retention rises, it’s a great sign that your retention efforts are landing — whether that’s a new onboarding process, a refresh to your programs, or even an indirect boost from improvements elsewhere in the experience.

For example, a studio with rising retention might be nailing its onboarding, class delivery, or community vibe. That’s insight you can share, replicate, and reward.

Hapana makes tracking retention simple with the Client Retention Rate report, giving you visibility across all locations and membership types in one view.

2. Class attendance: Where member interest is rising, falling, or flatlining

What it is

Class attendance data illustrates members' engagement with your timetable, formats, and instructors. 

Unlike retention or revenue, attendance can change quickly, making it one of the most useful weekly signals for fine-tuning your offerings.

What to look for

• Classes that are consistently under-performing or with declining attendance
• Emerging demand in specific class types, time slots, or regions
• Times when members want classes but you’re not offering them
• Capacity issues and over-subscription for some activity types

Ways to use it

Attendance insights help you make smarter scheduling decisions and build your timetable around what members are most interested in. 

When a class is trending upward, you might test adding it at another time or location. If attendance dips, you can intervene by modifying coaching, session formats, or timetable tweaks. 

Week to week, this is one of the best ways to keep your offer in sync with real-world demand.

With Hapana’s Client Attendance Report, you can easily analyse patterns across different locations, instructors, and class types.

3. Conversion efficiency: Tracking your intro offer pipeline

What it is

Your intro offer conversion rate measures how effectively you’re turning prospects into full-paying members.

It’s one of your best early indicators for your future revenue, because when conversion slows, it can eventually hit cash flow – especially if retention is also dropping. 

What to look for

• Conversion rate differences between locations — suggesting inconsistent sales processes
• Changes in conversion rates for specific intro offer types
• Gaps between trial end and follow-up – missed handover moments
• High conversion + low retention – may indicate misalignment between promise and experience

Ways to use it

A healthy conversion rate means your early experience is strong – your messaging, trial design, and handover processes are aligned. If one studio is converting consistently better, it’s worth unpacking their strategy and using it to guide training elsewhere. 

Hapana’s Weekly Membership Conversions from Intro Offers report makes tracking easy, giving you a consistent view of trial-to-member performance across locations.

4. Revenue performance: Looking beyond the bottom line

What it is

Total revenue doesn’t tell the full story. Looking at revenue per member and comparing projected vs. actual earnings gives you a more useful view of financial performance, and the levers you can pull to improve it. 

What to look for

• Changes in revenue per member – suggesting pricing or packaging issues
• Gaps between projected and actual revenue – signalling collection or billing problems
• Sudden drops in non-membership revenue – e.g., PT, retail, or services
• Studios with strong per-member revenue growth – worth studying and replicating

Ways to use it

If revenue per member is rising in one location, it might reflect a more effective upsell strategy, better pricing structure, or higher engagement. If projections seem modest compared to your expectations and marketing input, it’s a prompt to review billing workflows or explore churn signals. 

Hapana’s Net Revenue and Projected Revenue reports make it easy to track all this in one place – broken down by studio, member type, and revenue stream.

5. Member movement: What cancellations and member movement reveal

What it is

When members cancel, downgrade, or suspend their memberships, it’s easy to treat it as a final outcome, but it’s usually part of a longer story. 

Changes to these metrics show how people are engaging (or not engaging) with your offering. And when you track them properly, they tell you where the friction points are, what’s improving, and who might be open to returning.

What to look for

• Clusters of cancellations from specific locations
• Changes in the most common cancellation reasons
• Patterns in timing — are members leaving after a specific point in their journey?
• Drops in cancellations following service or experience improvements

Ways to use it

Cancellations are often treated as a loss, but they’re also a data source. They can reveal the friction points in your offer and point to specific operational issues like scheduling gaps, staff turnover, or communication breakdowns. 

On the flip side, slowing cancellations or improving downgrade patterns can confirm that something is changing for the better, particularly useful if it coincides with a campaign.

Suspensions, too, are a valuable segment. They open up opportunities for targeted campaigns to bring people back, reframe offers, or remind them what they’re missing.

Hapana makes tracking these indicators simple with their Cancellation Report and Member Movement Report (which shows membership status), allowing you to identify cancellation patterns across your entire business.

Build a weekly operations check

Why review your data weekly? It’s frequent enough to detect key trends early, but not so constant that you're reacting to daily noise.

Pick a time in your weekly routine to check on:

• New member patterns – how many people joined, and whether that’s rising, steady, or slowing
• Location attendance patterns – which studios are trending down week-over-week
• Class attendance – which formats consistently underperform compared to your schedule average
• Membership conversion effectiveness across different locations and offers
• Unusual spikes in cancellations or freezes by membership type or location

When reviewing your data, balance quick response with measured action. Not every fluctuation demands immediate intervention – some patterns need time and patience to be either confirmed or denied. 

For metrics that show consistent decline over 2-3 weeks, however, prioritize action. Focus on addressing one clear issue from your findings each week, such as

• Reaching out to members who've gone missing
• Revamping classes with low attendance
• Helping locations struggling with sales conversions
• Replicate successful strategies from top studios to others

The goal isn't creating a massive to-do list or firefighting small issues that may or may not develop. Focus efforts on addressing root causes with targeted actions you can measure in your next review. 

And remember to celebrate any wins! Data isn’t just about locating and fixing problems. 

Turn insights into growth with Hapana

No metric will tell you everything — but the themes covered here do lots of work. They give you consistent signals across the areas that most directly affect member experience, operational stability, and growth.

To make them useful, you need a system that can a) collect the right data and b) make it easy to interpret and compare, especially if you're working across multiple locations. 

Hapana provides exactly this by gathering your essential metrics in one dashboard. Member retention, class attendance, revenue streams, cancellation rates, and much more, are all easily accessible from customizable reports.

Take a tour of Hapana's software to see how our reporting tools can help you track what matters, take action faster, and keep your business moving forward.