Salon, spa & fitness
Gym Conversion Rate Calculator
Measures the join funnel, where the tour is the decisive stage.
Result
Splitting the funnel matters because the fix differs at each step. A poor answer rate is a staffing problem, a poor booking rate is a scripting problem, and a poor win rate is usually a price or trust problem.
Get a Free Business AuditHow the calculation works
Each stage divided by the one before: enquiries responded to, responses to tours or trials booked, tours to joins, and joins retained past the early period. The last stage belongs in the funnel because a join that cancels in weeks did not convert in any useful sense.
What moves the number
- Response speed to enquiries.
- Tour or trial booking rate.
- Conversion at the tour.
- Early retention past the first weeks.
Where this one goes wrong
Getting a prospect into the building is what converts, because the decision is about whether the place feels right rather than about the price, and a gym that handles enquiries entirely online without securing a visit converts far worse. The early retention stage then determines whether the join was worth anything, and that is onboarding rather than sales, which is why the two functions have to care about the same number.
Before you quote
- Measure response speed as its own stage.
- Push for a tour or trial rather than closing online.
- Include early retention in the conversion measure.
Questions
About this calculator
What converts a gym enquiry?
Getting them into the building, because the decision is about whether the place feels right rather than the price. A gym handling enquiries entirely online without securing a visit converts far worse than one that books a tour or trial.
Why include retention in a conversion measure?
Because a join that cancels in weeks did not convert in any useful sense. Including early retention makes sales and onboarding accountable to the same number, which is the only way either of them improves.
Does response speed matter?
Yes, as its own stage. Someone enquiring about a gym is in a motivated moment that passes, and a response the next day arrives after the motivation has. It is the cheapest stage to improve and usually the leakiest.
The formula
each step = that step / the step before it; overall = appointments / enquiries
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How to use this calculator
- Enquiries. Enter your own figure; the page starts at 100.
- Answered or returned. Enter your own figure; the page starts at 82.
- Booked an appointment. Enter your own figure; the page starts at 55.
- Became booked appointments. Enter your own figure; the page starts at 33.
- Average ticket per appointment ($). Enter your own figure; the page starts at $92.
The result updates as you type, so you can try a figure, see what it does to enquiry to appointment, and change it back. Nothing you enter is sent anywhere or saved.
A worked example
These are the figures the calculator opens with. Every number in the results column below is produced by the same calculation the page runs, so you can follow it through before putting your own figures in.
What goes in
| Input | Value |
|---|---|
| Enquiries | 100 |
| Answered or returned | 82 |
| Booked an appointment | 55 |
| Became booked appointments | 33 |
| Average ticket per appointment | $92 |
What comes out
| Result | Value |
|---|---|
| Enquiry to appointment main result | 33.0% |
| Answered | 82.0% |
| Answered to booked | 67.1% |
| Booked to won | 60.0% |
| Value of what fell through | $6,164 |
33.0% of enquiries become jobs. The biggest drop is worth finding: 82.0% get answered, 67.1% of those book, 60.0% of those buy. The ones that fell through were worth $6,164.
How sensitive the answer is
Holding everything else steady and changing only average ticket per appointment, this is what happens to enquiry to appointment. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Average ticket per appointment ($) | Enquiry to appointment |
|---|---|
| $46 | 33.0% |
| $69 | 33.0% |
| $92 example above | 33.0% |
| $138 | 33.0% |
| $184 | 33.0% |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Enquiries
- A number, between 0 and 100000, starting at 100.
- Answered or returned
- A number, between 0 and 100000, starting at 82.
- Booked an appointment
- A number, between 0 and 100000, starting at 55.
- Became booked appointments
- A number, between 0 and 100000, starting at 33.
- Average ticket per appointment ($)
- A money amount, starting at $92.
What the results tell you
| Result | What it is |
|---|---|
| Enquiry to appointment | The headline result. A percentage. |
| Answered | A percentage. |
| Answered to booked | A percentage. |
| Booked to won | A percentage. |
| Value of what fell through | A money figure. |
Estimating is the easy part
The jobs you never hear about cost more than the ones you mis-measure. BDEVY builds the marketing, systems and automation that bring them in.