Understanding which marketing KPIs to track has played an essential part in helping us to scale our own personal training gym, INTENT91, from 1 to 4 locations. 

Here are 3 marketing KPIs that every gym owner needs to track:

1) Cost per Acquisition (CPA)

• Why it matters: This is your gym’s ultimate health check. If you’re happy with how much you spend to acquire a new member, your marketing engine is working—so you don’t need to obsess over every minor metric.
• How to calculate: Total marketing spend ÷ number of new members.
• Red flags: If your CPA is too high, it could be caused by a variety of factors. Dive deeper into the other KPIs that we discuss below to find and solve the problem.

2) Conversion Rate

• Why it matters: Tells you where the funnel is breaking down. A healthy 25–35% means your messaging and sales process are aligned.
• How to calculate: (Number of leads converted ÷ total number of leads) x 100
• Red flags: If you’re below 10%, dig into either your lead quality (marketing side) or your sales approach.

3) Customer Lifetime Value (LTV)

• Why it matters: Shows the full revenue potential of each front-end sale - allows you to calculate how much you can responsibly spend to acquire new members.
• Red flags: Low LTV indicates a high level of churn - review your membership retention strategies. 

Ready to get your gym's KPIs in check? Reach out to us at [email protected], visit hamperagency.co.uk, or DM us on Instagram @hamperagency.