Membership Business Economics: Gyms, Coworking & Clubs

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Turn the Ashcombe Club plan list into monthly recurring revenue, see which plans carry the business and compare the average revenue per gym and per coworking member.
• Roll the gym's member base forward for six months, measure monthly churn and turn it into an expected member lifetime and a lifetime value.
• Measure how crowded Ashcombe Fitness gets: members per square metre, the safe capacity of the floor and the utilisation in each two-hour block of the day.
• Compare the standard join offer with a "no joining fee + half-price first month" promotion by the lifetime revenue of each month's cohort of joiners.
• Add up the club's extra income – classes, personal training, day passes, meeting rooms and the shake bar – and measure it per member and as a share of total revenue.
• Build the staff cost of every hour the gym is open from the duty roster, scale it to a week and break it down to a cost per member visit.
• Find how many coworking members Ashcombe Works needs to cover its fixed costs, express it as an occupancy rate and draw the classic break-even chart.
• Model a new Premium tier and a small price rise for the monthly gym plans: who upgrades, who leaves and what happens to MRR.