Member Intelligence Report · Sample · Illustrative Only
A snapshot of a sample club — illustrative figures based on a 680-member club, open select days for public dining, events, and recreation.
680
Active Members
$224
Monthly Spend
$67
Avg Public Spend
5.8%
Monthly Churn
$63K
Total MRR at Risk
11%
Public Conversion
All figures in this report are illustrative. Your data will show where your numbers actually land.
Member Segments
Members with multiple activity anchors generate the revenue to sustain the club. Members who connect with a second or third anchor within their first weeks retain at nearly 2× the rate of single-anchor members.
~12% of members
Multi-activity engagement across dining, fitness, recreation, and events. Long-plan holder. Attends member-exclusive events. Refers new members regularly. Membership is integrated into their regular life rhythm.
Risk: Anchors churn at low rates, and their departure is typically preceded by a period of feeling unrecognized. Personal acknowledgment is a retention investment with measurable referral returns.
Action: Personal acknowledgment at milestones (Year 1, Year 2). Early access to new programming. Recognition at member appreciation events. Activate their referral potential with a structured program.
~18% of members
New member, months 1–4. Joined with intent and connected to one activity so far. Emotional commitment deepens with each additional anchor activity discovered. This is the highest-leverage window in the membership lifecycle.
Risk: Members with a single anchor by month 4 carry a 48% churn probability at month 6. Members who establish a second anchor before month 4 carry a 19% churn probability at month 6.
Action: Proactive 30-day check-in. Personal invitation to one member-exclusive event before month 3. Staff introduction to a secondary activity matched to their profile.
~24% of members
Consistent and predictable. Shows up on a reliable schedule within one primary activity category, with limited engagement outside their established pattern. Steady revenue, moderate engagement.
Risk: Single-activity members carry higher churn exposure during schedule disruptions, seasonal transitions, or life events.
Action: Seasonal outreach toward adjacent activities. Event invitations timed to their usual visit window. Personal staff conversations at their regular point of use.
~9% of members
Seasonal or Monthly plan holder with a recent pause or sharp engagement drop in the past 30 days. Life events — travel, work, family — drive most pauses.
Risk: 52% of Seasonal members who pause remain inactive beyond 90 days without a personal outreach.
Action: Pause confirmation message with a forward-looking re-engagement hook. Personal re-welcome contact at the 45-day mark. Complimentary visit to reduce re-entry friction.
~14% of members
Annual or longer-plan member with no recorded activity in 21 or more days. Still paying. A value perception gap has opened between the membership fee and the member's felt benefit.
Risk: Faders reach renewal with low intent to continue. The decision typically finalizes 30–60 days before the renewal date.
Action: Personal call or text at the 21-day inactivity mark. Activity-specific reconnect message tied to something they previously engaged with.
~4% of members
Billing failure with membership technically active. Most members are unaware. This is an administrative rescue opportunity — the member relationship remains intact.
Risk: Payment Ghosts contacted within 72 hours recover at 88%. Recovery rate drops to 41% after day 7.
Action: Immediate automated SMS with a billing update link. Personal call at day 3. Lead with access continuity: "We want to make sure your membership stays active."
Member Journeys
Not all acquisition paths produce the same member. The entry point predicts 12-month retention with meaningful accuracy.
| Guest Entry Point | Avg Visits Before Join | Conv. Rate | 12-Mo Retention |
|---|---|---|---|
| Referred by existing member | 1.2 | 34% | 82% |
| Attended a member-priority event | 1.8 | 19% | 74% |
| Kids or family programming | 2.0 | 16% | 79% |
| Regular dining guest (3+ visits) | 2.3 | 14% | 68% |
| Recurring public social event | 3.1 | 11% | 61% |
| Online or social media only | 1.0 | 6% | 44% |
Path: Visited as a public dining guest → observed a member receiving visible preferential treatment → initiated a membership discussion with staff → joined within 2 weeks.
Action: Dining team members trained to open the membership discussion at the benefit interaction generate consistent acquisition from existing traffic.
Path: Discovered the club via social media or website → signed up online → arrived for first in-person visit after joining → received no personal onboarding contact.
Action: A personal welcome call within 48 hours of sign-up is the primary retention intervention for this journey. One prompted in-person visit in month 1 raises 12-month retention by 34 percentage points.
Path: Invited to the club by an existing member → attended an event or activity together → joined within 30 days of first visit.
Action: Referral programs that sustain the connection between referrer and recruit — joint event invitations, paired activity access, visible recognition of the referring member — improve performance by an estimated 40%.
Path: Discovered the club through kids or family programming → parent engaged with dining or recreation during the same visit → converted to a multi-person household plan.
Action: Reliability and consistency in family programming directly supports adult membership retention. Any reduction in kids programming availability produces a measurable churn increase.
Marketing Channels
The channel with the highest CLV-to-CAC ratio is typically the member referral program. The second-highest is typically in-person guest conversion.
| Channel | Est. CAC | Avg 3-Yr CLV | CLV:CAC Ratio | Current Status |
|---|---|---|---|---|
| Member referral program | $30–$60 | $10,100 | 168–337× | Informal / no program |
| In-person visibility conversion | $40–$80 | $9,200 | 115–230× | Ad hoc |
| Google review leverage | $0–$20 | $8,700 | 435×+ | Underdeployed |
| Organic search / blog | $40–$80 | $7,400 | 93–185× | Near-zero reach |
| TripAdvisor | $20–$50 | $6,900 | 138–345× | No presence |
| Facebook paid | $90–$140 | $7,400 | 53–82× | Audience too narrow |
| Instagram paid | $120–$180 | $7,400 | 41–62× | Members-only reach |
| Cold digital (untargeted) | $280–$420 | $2,900 | 7–10× | Low priority |
CLV figures reflect sample member spend including dining, recreation, and events.
Example Recommendation
The single strongest predictor of 12-month retention is whether a new member adds a second activity category before month four. Members who do not add a second category by month four typically show a churn probability of 48% by month six.
Action If Confirmed
Personal outreach at day 30. Direct invitation to one member-exclusive event before month three. Staff introduction to a second category based on the member's recorded primary activity.
Figures in this section are illustrative. Your data will show the exact timing and probability for your member base.
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