The Top 5 Reports Every Gym Should Be Running

To run a successful gym, it’s essential to stay informed about what’s happening across all areas of the business—from membership trends to financial health. The right reports can give you insights to boost member retention, optimise resources, and increase revenue.

Here are the top five reports every gym owner should be running, complete with a guide on how often to review them, what each report offers, and how they can make a difference in your gym’s success.

1. Member Movement Report

What it is:
A Member Movement Report provides a breakdown of membership changes, covering members who have recently joined, cancelled, or suspended their memberships.

How often to run it:
Weekly or monthly, depending on your gym’s size and frequency of membership activity.

How it benefits your business:
Tracking membership movement over time allows you to understand patterns in member behaviour and engagement allowing you to adjust marketing, retention, and re-engagement strategies effectively. For example:

Example Action Steps:
If you notice a trend in member suspensions, you might want to implement a “Stay Fit Anywhere” digital workout option for members on a break. By providing value even during periods of inactivity, you increase the likelihood they’ll return.

Consider conducting regular feedback sessions with new and cancelling members. This can be done through surveys or personal outreach. Understanding their experiences can provide insights into areas for improvement and help you develop loyalty programs that resonate with your members.

Use Trends for Targeted Campaigns

Tip

When you notice a spike in new memberships or cancellations during certain periods, tailor your marketing efforts to pre-emptively engage members. For example, send targeted emails or offers ahead of peak times to capitalise on trends.

2. Daily Sales Report

What it is:
The Daily Sales Report gives you a daily summary of income generated through memberships, personal training sessions, retail sales, and other revenue streams.

How often to run it:
Run this report at the end of each day.

How it benefits your business:
Daily sales data helps you understand revenue consistency, seasonal sales patterns, and peak spending days. With this knowledge, you can create offers to maximise profits:

Example Action Steps:
Use the data to introduce a “Midweek Motivation” promotion if sales dip on specific days. Offering retail discounts or free trial classes on slow days can encourage more foot traffic.

Engage your team in regular debriefs to discuss sales performance. This can foster a culture of accountability and allow you to brainstorm immediate actions to boost sales, such as flash sales or social media promotions.

Monitor Sales by Hour

Tip

Track revenue by time of day to pinpoint your busiest and quietest hours. If certain times are underperforming, introduce special promotions or discounts to draw more members in during those off-peak hours.

3. Defaulted Members / Members Overdue Report

What it is:
This report identifies members who have missed payments or whose memberships are overdue, helping you keep track of revenue owed.

How often to run it:
Weekly, to stay on top of outstanding balances.

How it benefits your business:
Managing overdue payments allows you to address payment issues before they become significant, maintaining steady cash flow. It also gives you the chance to re-engage members who may be at risk of leaving:

Example Action Steps:
Personalised outreach can make a significant difference; a simple customised email can help re-establish connections and encourage them to get back on track.

Automate a friendly reminder email sequence for overdue members with links to update payment information, making it easy for them to catch up and maintain their membership

Automate Payment Reminders

Tip

Set up automated, friendly reminders to reduce overdue payments. Personalised messages with a simple call to action, such as “click to pay,” can encourage members to settle their balances swiftly without extra effort on your part

4. Cancellation Report

What it is:
This report lists all members who have formally requested to cancel their membership. It’s essential for tracking cancellations and taking steps to prevent them where possible.

How often to run it:
Weekly or monthly, depending on membership volume.

How it benefits your business:
Addressing cancellations quickly offers you a final opportunity to engage with departing members and gain valuable insights into why members choose to leave, helping you to proactively improve retention:

Example Action Steps:
Set up an automated message to reach members who’ve submitted cancellation requests, asking them to reconsider with a special offer, like a month at a discounted rate or a complimentary personal training session.

Create an exit interview process for members who cancel. This could be as simple as a follow-up survey or a direct conversation. Gathering detailed feedback can illuminate areas for improvement and foster a sense of community, even as members leave.

Offer Flexible Retention Solutions

Tip

For members requesting cancellations, offer flexible retention solutions such as a temporary pause in their membership, a discounted rate, or a complimentary service like a personal training session to entice them to stay.

5. Bookings Report

What it is:
The Bookings Report provides a comprehensive view of all past and upcoming class, personal training, and amenity bookings. It can cover a variety of activities within your gym.

How often to run it:
Weekly to keep track of demand and optimise your resources effectively.

How it benefits your business:
Analysing past bookings shows which services are most popular, while future bookings help you plan and manage resources and schedules more effectively, increasing member satisfaction by meeting demand and improving operational efficiency.

Example Action Steps:
If you notice that early morning slots are consistently booked up, consider adding more sessions during that time or create a “Waitlist Priority” feature, where members on a waitlist get notified if new slots open.

Review class bookings with your team each week to spot trends and refine schedules. If certain classes are consistently popular, consider adding additional sessions or reserving more space. For classes with lower attendance, experiment with different times or formats, and leverage social media promotions to boost interest.