Growth and retention
New Customer Acquisition
Are more new customers joining?
Know who’s joining. Know who’s staying.
Eleven focused reports turn the activity already happening in Clovo into a clear view of growth, loyalty, revenue, attendance, and class performance. No spreadsheet assembly required.
Illustrative studio data shown
The numbers are already there.
Reports read the activity happening in Clovo, so nothing needs assembling in a spreadsheet.
Eleven reports. Eleven useful questions.
Each report starts with one decision-ready signal, then gives you the trend, supporting numbers, detailed breakdown, and a plain-English explanation of how Clovo counted it.
Growth and retention
Churn Rate
How sticky are recurring memberships right now?
Growth and retention
Cohort Retention
Are recent member cohorts still with you after 30, 60, and 90 days?
Growth and retention
Member/Casual Ratio
How are active customers choosing to pay?
Revenue and value
Monthly Recurring Revenue
What is the current monthly value of active subscriptions?
Revenue and value
Avg Spend per Customer
What did each paying customer spend this month?
Revenue and value
Customer Lifetime Value
What is a paying relationship worth over time?
Attendance and capacity
Avg Visits per Customer
Are customers building a regular habit?
Attendance and capacity
Avg Fill Rate per Class
How efficiently are available spots being used?
Attendance and capacity
Cancellations & No-Shows
Where is booked demand being lost?
Attendance and capacity
Popular Instructors
Who is filling the room and bringing people back?
A studio is more than a number
See the people behind the movement.
Acquisition tells you whether new people are arriving. Visits show whether a routine is forming. Cohort retention shows whether the early experience is strong enough to last. Revenue reports explain what that activity is worth.
Read together, the reports connect the full member journey—from first account to regular attendance and long-term value.
From first visit to ninety days
Find the gap between acquisition and belonging.
A headline acquisition number only tells you who arrived. Cohort Retention groups new recurring members by join month, then checks whether they are still active at 30, 60, and 90 days.
- Compare the latest measurable cohort with the one before it
- View six recent monthly cohorts in one matrix
- Leave immature checkpoints blank instead of pretending the result exists
- Pair early retention with churn, visits, and member mix for context
Example cohort values for illustration
Example class data for illustration
Demand is not the same as attendance
See where the room fills—and where spots slip away.
Clovo separates booked fill from checked-in fill, then puts cancellations and no-shows beside the timetable signals that explain them.
- Rank top-filled classes by booked and checked-in capacity
- Separate early cancellations, late cancellations within 24 hours, and no-shows
- Find the classes losing the highest share of resolved bookings
- Compare instructors using weighted bookings, with co-taught classes split evenly
Feature by feature
What Clovo counts—and why.
Open any report below for the complete metric set and calculation logic. These definitions reflect the reports currently built into Clovo.
New Customer Acquisition
Counts customer accounts created in the latest 30 days and compares them with the previous 30 days. Staff, deleted, and purged accounts are excluded.
- New customers
- Previous 30 days
- Daily average
- Busiest sign-up day
Churn Rate
Divides recurring, non-trial memberships cancelled in the latest 30 days by the recurring member base active at the start of that window. Deleted, purged, and non-customer accounts are excluded.
- Current churn rate
- Cancelled memberships
- Members at window start
- Retention rate
- Biggest cancellation day
Cohort Retention
Groups recurring, non-trial memberships by join month across the six most recent cohorts, then checks active status at 30, 60, and 90 days. A checkpoint remains unmeasured until enough time has passed.
- Average 30, 60, and 90-day retention
- Latest versus prior cohort
- Joined member count
- Six-month cohort matrix
Member/Casual Ratio
Reviews non-cancelled customer bookings in the latest 30 days and groups people by member, pack, or direct purchase. Complimentary and trial-backed visits are excluded. A person can appear in more than one lane.
- Member, pack, and direct customer counts
- Represented customers
- Cross-lane overlap
- Paid mix breakdown
Monthly Recurring Revenue
Estimates current monthly value from active recurring, non-trial subscriptions. Weekly plans use 52/12, fortnightly 26/12, monthly plans use their price directly, and quarterly, half-yearly, and annual plans are divided into a monthly value.
- Current MRR
- Active subscriptions
- Average per subscription
- New MRR and lost MRR
- Start and end of window
Avg Spend per Customer
Totals successful, paid, non-refunded customer payments in the latest 30 days and divides by unique paying customers, then compares the average with the previous 30 days.
- Average spend per paying customer
- Paying customers
- Successful payments
- Total captured revenue
- Average transaction and busiest revenue day
Customer Lifetime Value
Sums every successful, non-refunded payment per paying customer across their whole relationship with the studio, then averages those totals. Staff-flagged, deleted, and purged accounts are excluded.
- Average and median lifetime value
- Paying customers
- Total lifetime revenue
- Paid in the latest 30 days
- Average value among the top 10%
Avg Visits per Customer
Counts non-cancelled customer bookings from scheduled classes in the latest 30 days, then divides by unique active customers. Check-ins provide a second view of actual attendance.
- Average booked visits
- Booked and checked-in visits
- Active customers
- Show-up rate
- Busiest bookings day
Avg Fill Rate per Class
For non-cancelled scheduled classes in the latest 30 days, Clovo divides booked spots and checked-in spots by available capacity. Complimentary bookings count because they still occupy a place in the room.
- Average booked fill rate
- Checked-in fill rate
- Classes counted
- Total booked spots
- Top-filled classes
Cancellations & No-Shows
Looks at resolved bookings in the latest 30 days. A booking is lost when it was cancelled, or when its class has passed without a check-in. Cancellations within 24 hours are treated as late.
- Attrition rate
- Cancellations and no-shows
- Resolved bookings
- Early and late cancellations
- Classes with the highest loss rate
Popular Instructors
Ranks instructors by customer bookings from non-cancelled scheduled classes in the latest 30 days. Co-taught classes are divided evenly so each instructor receives a fair weighted share.
- Current crowd favourite
- Weighted bookings
- Top instructor check-in rate
- Total customer bookings
- Instructor leaderboard
Designed for everyday studio work
Start with the signal. Drill into the reason.
Reporting is built to be glanced at on the dashboard, understood in detail, and used alongside Clovo’s retention workflows.
Pin what matters
Studio admins can pin any report to the main dashboard and arrange the reports they want in view.
Compare like with like
Most signals use a current 30-day window and the previous 30 days, reducing calendar-month noise.
When the numbers show drift, Ghost Alert helps identify the individual members who may need a timely follow-up.
Read the movement
A comparison chip shows up, down, or steady. Direction is context, not a verdict: lower churn and higher acquisition mean different things.
Open the evidence
Full reports add an expanded chart, supporting stat cards, report-specific breakdowns, and a calculation note.
Use reports together
Acquisition, visits, retention, member mix, and revenue form a connected customer journey rather than isolated KPIs.
Eleven views of one studio.
Growth, loyalty, revenue, attendance and class performance all come from the same platform.
Common questions
Reports, without the reporting project.
Which reports are included?
All studios receive all eleven: Churn Rate, Popular Instructors, Member/Casual Ratio, Avg Spend per Customer, Avg Visits per Customer, Avg Fill Rate per Class, New Customer Acquisition, Cancellations & No-Shows, Monthly Recurring Revenue, Customer Lifetime Value, and Cohort Retention.
What period do the reports cover?
Most use the latest 30 days and compare them with the previous 30 days. Customer Lifetime Value uses all successful, non-refunded payment history. Cohort Retention follows the six latest monthly cohorts at 30, 60, and 90 days.
Are reports available on the dashboard?
Yes. Studio admins can pin and arrange their priority reports on the main dashboard, then open any card for the complete report.
Is MRR the same as cash collected?
No. Monthly Recurring Revenue is a normalised estimate of the current monthly value of active recurring subscriptions. Spend reports cover successful payments and captured revenue.
What happens when there is not enough data?
Clovo keeps the report honest. For example, cohort checkpoints remain blank until the cohort is old enough to measure, rather than filling the gap with an estimate.
Run your studio with fewer blind spots.
Every report comes with Clovo’s full platform. No reporting tier, no analytics add-on, and no monthly software fee.