Two hundred members, and nobody knows who stopped coming

A member joins, attends four times a week, then twice, then stops. The membership continues billing until it lapses, at which point the centre discovers it has lost them.

The decision precedes the cancellation

By the time someone cancels, they stopped attending months earlier. Retention effort at renewal is aimed at a decision that was already taken.

Which drop matters

A fall relative to that member's own pattern, not an absolute threshold. Someone who always came twice a week and now comes once is a signal; someone who has always come once is not.

Cohorts tell you about the centre

Retention by joining month reveals whether a particular intake or promotion produced members who stayed. Most centres measure joins and cancellations separately and never connect them, so they repeat promotions that fill the gym with people who leave.