The Member Average Revenue dashboard shows how much revenue your members generate and how average revenue changes over time. Use it to compare spending among members who made a purchase with average revenue across your full membership base, and to analyze revenue by club, profit center, and member segment.
By default, the dashboard displays Members with Spend. You can switch to All Members to calculate average revenue using the club’s full member count.
What the dashboard shows
The main chart displays Average Revenue Per Member over time. Hover over a data point to see the supporting revenue and member metrics for that month.
Use the controls above the chart to change how the average is calculated:
- Members with Spend is the default view and calculates average revenue using only members who generated positive revenue during the month.
- All Members calculates average revenue using the club’s Total Members.
- Show/Hide Trend Lines adds or removes trend lines without changing the underlying results.
This lets you look at both the spending behavior of members who made purchases and the value generated across your entire membership base.
Metric Definitions
- Average Revenue Per Member: Total Revenue divided by the selected member population — either Members with Spend or Total Members.
- Total Revenue: Revenue generated during the selected period and included by the dashboard filters.
- Members with Spend: Distinct members who generated positive revenue at any point during the month.
- Total Members: The club’s member count at the end of the month.
Why can Members with Spend be higher than Total Members?
These metrics measure different populations in time. Members with Spend includes anyone who made a purchase during the month, while Total Members is the membership count at month-end.
For example, a member may make a purchase early in the month and then cancel or expire before the end of the month. That person is still included in Members with Spend but is no longer included in Total Members.
Because of this, Members with Spend can be higher than Total Members even when Home Club Purchases is selected.
Filtering the dashboard
Use the filter panel to narrow the revenue included in the analysis.
Profit Center Group and Profit Center Filters
These filters let you focus on specific areas of the business.
For example, selecting Personal Training limits the revenue and Members with Spend metrics to members who purchased Personal Training.
The club’s Total Members count is preserved, allowing you to compare revenue from a particular product or service with the overall membership base when All Members is selected.
Home Club Purchases Filter
Use Home Club Purchases to control whether purchases from members of other locations are included.
- All Purchases: Includes purchases made at the selected club, including purchases made by members whose home club is another location.
- Home Club Purchases: Includes only purchases made at the member’s home club.
This is especially useful for multi-club organizations where members may make purchases at locations other than their home club.
When Home Club Purchases is selected, cross-club purchasers are excluded. However, the monthly timing difference between Members with Spend and the month-end Total Members count still applies.
Using Members with Spend
Because Members with Spend is the default view, the dashboard initially focuses on purchasing behavior.
This view can help answer questions such as:
- How much does the average purchasing member spend?
- How many members purchased Personal Training?
- How many members purchased from a particular Profit Center Group?
- How has spending among purchasing members changed over time?
Switch to All Members when you want to understand revenue relative to the club’s entire month-end membership population.
Interpreting changes in Average Revenue Per Member
Average Revenue Per Member can change because of movement in either revenue or the member population used in the calculation.
When investigating a change, consider:
- Changes in Total Revenue
- Changes in the number of Members with Spend
- Growth or decline in Total Members
- Changes in the mix of products and services purchased
- Profit Center or Profit Center Group filters
- Cross-club purchases when All Purchases is selected
- Members who purchased during the month but were no longer members at month-end
Reviewing Average Revenue Per Member, Total Revenue, and the selected member count together provides the clearest picture of what is driving the trend.