Salon, spa & fitness
Gym Lead Value Calculator
Works what a gym enquiry is worth, which sets the acquisition budget.
Result
This is gross profit, not revenue, and it counts the whole relationship rather than the first job. It assumes the repeat work is real for your business, which is worth checking against your own records before spending against it.
Get a Free Business AuditHow the calculation works
Conversion rate to a join, times the expected retained months, times the monthly contribution including ancillary spend. Because the value accumulates over tenure, a lead is worth considerably more than one month's fee and the budget can reflect that provided the retention assumption is real.
What moves the number
- Conversion from enquiry to join.
- Expected retained months.
- Monthly contribution including ancillary.
- Lead source, which affects both conversion and retention.
Where this one goes wrong
Lead source affects retention and not just conversion, so a source producing easy joins that churn quickly is worth less than its conversion rate suggests, and tracking retention by source is what reveals it. Applying one retention figure across all sources overstates the cheap ones. The whole calculation also depends on the retention assumption, which has to come from measured cohorts rather than hope.
Before you quote
- Track retention by lead source, not just conversion.
- Use measured cohort retention rather than an assumption.
- Include ancillary contribution in the monthly figure.
Questions
About this calculator
What is a gym lead worth?
Conversion rate times expected retained months times monthly contribution including ancillary spend. Because value accumulates over tenure, that figure is considerably more than one month's fee, provided the retention assumption is measured rather than hoped.
Do lead sources differ in retention?
Yes, and that matters as much as conversion. A source producing easy joins that churn quickly is worth less than its conversion rate suggests, and applying one retention figure across all sources overstates the cheap ones.
How do I set a lead budget?
From the lead value, using measured cohort retention and your actual conversion rate by source. A budget built on optimistic retention buys leads that cannot pay for themselves, which is how gyms overspend into churn.
The formula
lead value = close rate x first appointment profit x (1 + repeat appointments)
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How to use this calculator
- Share of leads you win (%). Enter your own figure; the page starts at 32%.
- Average first appointment ($). Enter your own figure; the page starts at $92.
- Gross margin (%). Enter your own figure; the page starts at 52%.
- Extra appointments over the relationship. Enter your own figure; the page starts at 2.4.
- Share of value you will spend (%). Spending the whole value leaves nothing for the business.
The result updates as you type, so you can try a figure, see what it does to value of one lead, 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 |
|---|---|
| Share of leads you win | 32% |
| Average first appointment | $92 |
| Gross margin | 52% |
| Extra appointments over the relationship | 2.4 |
| Share of value you will spend | 25% |
What comes out
| Result | Value |
|---|---|
| Value of one lead main result | $52.05 |
| From the first appointment alone | $15.31 |
| Value of one guest | $162.66 |
| Most to pay per lead | $13.01 |
One lead is worth $52.05 in gross profit once the close rate and repeat work are counted. Paying more than $13.01 for one leaves too little behind to be worth doing.
How sensitive the answer is
Holding everything else steady and changing only average first appointment, this is what happens to value of one lead. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Average first appointment ($) | Value of one lead |
|---|---|
| $46 | $26.02 |
| $69 | $39.04 |
| $92 example above | $52.05 |
| $138 | $78.07 |
| $184 | $104.10 |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Share of leads you win (%)
- A percentage, between 0 and 100, starting at 32%.
- Average first appointment ($)
- A money amount, starting at $92.
- Gross margin (%)
- A percentage, between 0 and 95, starting at 52%.
- Extra appointments over the relationship
- A number, between 0 and 50, starting at 2.4.
- Share of value you will spend (%)
- Spending the whole value leaves nothing for the business.
What the results tell you
| Result | What it is |
|---|---|
| Value of one lead | The headline result. A money figure. |
| From the first appointment alone | A money figure. |
| Value of one guest | A money figure. |
| Most to pay per lead | 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.