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Universal Fitness KPIs v1.1
Why Universal Fitness KPIs Exist
Booking platforms, brands, and consultants often use the same terms to mean different things.
These definitions exist to make performance comparable across systems, modalities, and business models - without requiring alignment on tooling.
KPI Definition
Percentage of leads that attended a first class
KPI Definition
Number of accounts created within the selected timeframe
KPI Definition
Percentage of at-risk clients relative to total active clients
KPI Definition
Percentage of new clients who returned for a 2nd visit
KPI Definition
Average attendance per class in given timeframe
KPI Definition
Percentage of class capacity filled in a given timeframe
KPI Definition
Average duration between first and last visit within the observable window of October 1, 2022 (end of Covid) to current date
KPI Definition
Percentage of new clients relative to total clients in the selected timeframe
KPI Definition
Percentage of clients who have only visited 1x since October 1, 2022 (end of Covid)
KPI Definition
Number of unique clients who attended at least one class within the selected timeframe
KPI Definition
Average revenue per unique client from studio-derived class revenue only, excluding ClassPass and Wellhub/Gympass, retail, and private sessions
KPI Definition
Average Core Class Revenue generated per instructor
KPI Definition
Average Core Class Revenue generated by the location of a studio/brand
KPI Definition
Classes where the instructor covered for another as a percentage of their total taught classes
Universal Fitness KPI FAQs
A quick guide to help you understand the Universal Fitness KPI framework — why it matters, who’s behind it, and how these shared metrics strengthen the entire fitness industry.
What are Universal KPIs
Universal KPIs are a standardized set of performance metrics that allow all fitness businesses to measure, compare, and understand their operations using the same definitions.
Who is supporting this initiative
The initiative is backed by leading franchisors, operators, booking platforms, consultants, and independent industry experts across fitness, finance, and policy.
What's the goal of the of this standard?
The goal is to establish shared, cross-platform KPI standards that bring clarity, consistency, and transparency to how the fitness industry measures success.
Why should I care about KPIs?
Clear, consistent KPIs help studios make smarter decisions, benchmark performance accurately, and identify the actions that most effectively drive growth.
How can I get involved?
Studios, partners, and advisors can participate by reviewing the framework, sharing feedback, adopting the standards, or joining upcoming working groups.