Voskelle Fitness Clubs
Gym memberships, check-ins, classes, and churn
About Voskelle Fitness Clubs
Industry
Fitness club operations and membership analytics
Company size
12 clubs across four metros, about 23K members billed in an average month
Membership scale
Roughly 42K lifetime member records
Revenue scale
About $66M of total club revenue, roughly $57M of it membership billing
Engagement scale
About 1.5M club check-ins, roughly three visits per active member per month
Club economics
Group margin near 25%, from about 35% at the strongest site to about 5% at the newest
Dataset scope
10 Standard-tier tables
Voskelle Fitness Clubs is a fictional regional fitness group running 12 clubs across four metros, selling monthly memberships, group classes, and personal training. The group is working a margin squeeze: the roster grew and then settled back, while fixed rent and payroll kept climbing against it, so every point of retention shows up in the P&L. The kit follows that story from club revenue and active members down to check-ins, class attendance, training sessions, monthly billing, and club-level profit and loss. It is built for membership, retention, and club-finance analysis rather than as a billing system of record.
Operating Profile
- Sells monthly memberships, group-class access, and personal training across flagship, studio, and express formats in Seattle, Austin, Denver, and Charlotte.
- Plans run from day passes and student tiers through month-to-month and annual commitments up to premium all-access, some bundling personal-training credits.
- A minimum term binds: about one in ten buys out early, and a hold runs one to four months before it becomes a cancellation.
- Class-inclusive plans book two to three times the classes per member, visit frequency rises with plan tier, and training rates follow the local market.
- Covers member joins, check-ins, class bookings with attendance outcomes, training sessions, monthly billing, holds, cancellations, and club P&L.
- Excludes real member identities, payment-card data, biometrics, turnstile logs, instructor pay, and the full general ledger.
Recent Business Events
- 1Two recently opened clubs pre-sold memberships and ran hard opening promotions; both now trade profitably but well below the group on margin.
- 2The billed roster grew from about 21K to a peak near 25K through the middle of the window, then eased back to about 22K.
- 3With rent and standing payroll fixed and the roster off its peak, group margin has compressed from about 25% to about 20% on broadly flat revenue.
- 4A new-year resolution surge and an early-autumn return to routine drive the strongest joining months, against a holiday-season dip.
- 5Inside the first year a commitment member is far less likely to leave than an entry-plan member, steering onboarding and programming investment.
These are the operating questions this kit is optimized to answer first.
Membership revenue, total revenue, active members, and club margin
New joins, churn rate, average tenure, cancel-reason mix, and retention by plan commitment
Check-in frequency and visit engagement by club, daypart, and plan
Class attendance, no-show, and waitlist rates by format and time of day
Personal-training revenue share and per-session economics
Club utilisation, revenue and margin per square foot, and rent share of revenue
Embedded Analytical Stories
Monthly club health
Connect membership, personal-training, and ancillary revenue to active members and club margin month by month.
Club portfolio quality
Compare metro, format, and club performance where fill against fixed rent and payroll genuinely separates margins.
Engagement and retention
Follow members from join through check-ins, classes, and training to activity, a hold, or churn, and see how much the plan changes it.
Operations drillthrough
Trace monthly club P&L down to billing detail and individual member activity.
Billing reconciliation
Tie monthly membership revenue to member-level dues and personal-training revenue to sessions.