Measure how well a cold plunge studio keeps active clients from one period to the next. This calculator removes newly acquired clients from the ending count, reports retention and churn, and translates the rate into retained and lost recurring revenue.
Retention isolates existing clients who remained. A growing ending count can still hide churn when many new clients were required to replace departures.
Client transfers, pauses, reactivations, and one-time visitors should be classified consistently in every period.
Starting with 120 clients, ending with 115, and adding 20 means 95 original clients remained. Retention is 79.17%, churn is 20.83%, and 25 clients were lost.
No. It is a planning estimate based on the values you enter; actual outcomes can differ.
Zero is accepted only where it has a practical meaning. The calculator flags values that would make the calculation invalid.
Use the period requested by each field and convert your records consistently before entering them.
Recalculate whenever pricing, volume, performance, or operating assumptions change materially.
The formula does not distinguish pauses, reactivations, or client quality; define those statuses consistently.
| Variable | Meaning |
|---|---|
| Starting clients | Active at the opening of the period |
| Ending clients | Active at the close of the period |
| New clients | Added after the period began |
| Retained clients | Ending minus new clients |