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Gym · 14 min

What a lost member costs

A member who quits stopped coming weeks ago, it costs real money to win the one who replaces them, and the lease doesn't care either way.

MEMBERS
Ticket 01 · The guess

They stop coming before they stop paying

Economists followed 7,752 membersaeaweb.org ·2006 at three US health clubs. Members who quit usually stopped coming first. On average, how many months passed between a monthly member's last visit and the end of their membership?

6 months
0 months12
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Sources and every number (1)

Sources

  • Paying Not to Go to the Gym (American Economic Review, vol. 96, no. 3; three US health clubs, 1997 to 2001) · Stefano DellaVigna and Ulrike Malmendier, 2006

Every number

  • 2.31 monthsaeaweb.org ·2006 · Average full months between a monthly member's last visit and the end of their membership, at three New England health clubs, members joining from 1997.
  • $187aeaweb.org ·2006 · What those members paid, on average, for the months after their last visit.
  • 20%aeaweb.org ·2006 · Share of those members whose gap lasted at least four full months.
  • 7,752 membersaeaweb.org ·2006 · Members in the study, at three New England health clubs, followed for about three years.
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  • ·Before this: The membership model
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Skip to the lesson
Back to the home page and map, from TryOwning · Gym · Lesson 2
Part 1 of 3Part 1 of 3, 0 done

Gym · 14 min

What a lost member costs

A member who quits stopped coming weeks ago, it costs real money to win the one who replaces them, and the lease doesn't care either way.

MEMBERS
Ticket 01 · The guess

They stop coming before they stop paying

Economists followed 7,752 membersaeaweb.org ·2006 at three US health clubs. Members who quit usually stopped coming first. On average, how many months passed between a monthly member's last visit and the end of their membership?

6 months
0 months12
Words to know

Spot something wrong?

Tell us what looks off. No name or email needed.

What kind of problem?

0 / 1000

We'll also send this page, the lesson, ticket 1, so we can find it. Nothing else. Privacy

·
Sources and every number (1)

Sources

  • Paying Not to Go to the Gym (American Economic Review, vol. 96, no. 3; three US health clubs, 1997 to 2001) · Stefano DellaVigna and Ulrike Malmendier, 2006

Every number

  • 2.31 monthsaeaweb.org ·2006 · Average full months between a monthly member's last visit and the end of their membership, at three New England health clubs, members joining from 1997.
  • $187aeaweb.org ·2006 · What those members paid, on average, for the months after their last visit.
  • 20%aeaweb.org ·2006 · Share of those members whose gap lasted at least four full months.
  • 7,752 membersaeaweb.org ·2006 · Members in the study, at three New England health clubs, followed for about three years.
  1. Lessons›
  2. Industries›
  3. Gym
  • ·Before this: The membership model
  • ·Next: Opening a gym
  • ·Free guide: How gyms make money