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Column
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Description
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Month
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Month for the reported data. |
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Terminated During Month
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Customers that were active prior to the month, and terminated during the month, and did not renew during the month
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Currently Terminated
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Customers that were active prior to the month, and terminated during the month, and did not renew during the month, and are terminated as of the current date
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Newly Active Members
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Customers that are active in the club during this month who were not active last month (this includes Newly Joined Members).
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Newly Joined Members
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Customers that were never part of the club and are new signups during the month.
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Total Active
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The total number of active club memberships at the end of the month.
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Declined and Renewed During Month
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Customers who were active in the club last month, declined this month, then later renewed this month.
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Declined and Renewed To Date
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Customers who were active in the club last month, declined this month, then later renewed as of the current date.
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Declined and Terminated During Month
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Customers who were active in the club last month, declined this month, then later terminated this month.
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Declined During Month and Currently Terminated
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Customers who were active in the club last month, declined this month, and are currently terminated.
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Declined and Not Renewed During Month
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Customers who were active in the club last month, and declined during the month, and did not renew during the month.
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Declined During Month and Currently Terminated
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Customers who were active in the club last month, and declined during the month, and did not renew during the month.
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Declined During Month and Not Renewed During Month
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Customers who were active in the club last month, and declined during the month, and did not renew during the month.
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Declined During Month and Not Currently Renewed
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Customers who were active in the club last month, and declined during the month, and did not renew during the month.
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| Total Members Before 1st |
The number of active members going into the month.
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| Members Lost |
Number of members ending their club membership (“Terminated During Month” + “Declined During Month And Not Renewed During Month”). |
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Ending Members
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Number of members in clubs (“Total Members Before 1st” + “Newly Active Members” – “Members Lost”).
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| Lasted a Month, Lasted 3 Months, Lasted 6 Months, Lasted a Year |
These columns represent the period in which a club membership was maintained before the customer chose to opt out. It should be noted that these columns represent lost memberships so their sum is equal to the number of Members Lost (“Members Lost” = (“Lasted a Month” + “Lasted 3 Months” + “Lasted 6 Months” + “Lasted a Year”).
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| Lasted a Month |
Never renewed. |
| Lasted 3 Months |
Had membership 2 to 3 months.
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Lasted 6 Months
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Had membership 4 to 6 months.
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| Lasted a Year |
Had membership for 7 months or more.
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Churn Rate
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The rate at which members leave the club (“Members Lost” ÷ “Total Members Before 1st”).
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% Churn
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The percentage of membership lost (“Members Lost” ÷ ((“Total Members Before 1st” + “Ending Members”) ÷ 2)).
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% Monthly Growth
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The percentage of growth this month (("Ending Members" - "Total Members Before 1st") ÷ "Total Members Before 1st").
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| % Annualized Growth |
The percentage of growth projected annually (% Monthly Growth * 12).
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