Fitness
Month three is where memberships go to die.
Cancellation is a lagging indicator. The membership actually ended weeks earlier, when visits slipped from three a week to one — and nobody was measuring.
The symptoms
Three patterns we see weekly.
The silent fade
Attendance decline predicts cancellation with brutal reliability — most gyms only react at the cancellation email.
Onboarding ends at the tour
New members get a form and a locker code, then face the hardest habit-building weeks alone.
Referrals left to chance
Your happiest members would bring friends — there's no moment, mechanism, or reason to.
Where the money goes
The leak, measured.
The fix
What we typically install.
A retention engine keyed to behaviour: structured first-30-day milestones so the habit forms, automated alerts when a member's visit pattern drops, a human check-in triggered by the alert — not the cancellation — and a referral moment built into the point of highest enthusiasm.
Case studies for this vertical are shared in your diagnosis — we only publish numbers we've measured.