You've heard of ARM (average revenue per member) and LEG (length of engagement), but what do you know about LTV—lifetime value?

Lifetime value is just what it sounds like: how much a client pays you over the course of their entire relationship with your business. And at Chalkline CrossFit in California, it was over $9,000 per client in October.

Here's how owner Emily Cabral achieved such a high number and why LTV is an important figure to track.

Links:

Chalkline CrossFit
Gym Lead Machine
Two-Brain Coaching
The Big Win: When Your Gym Supports Your Lifestyle
Make More Money for Years: Amazing Client Onboarding
The State of the Industry guide

Timeline:

2:44 – Calculating LTV.

6:00 – The secret sauce.

9:36 – Dealing with the icon problem.

13:40 – Planning to raise ARM.

14:11 – Advertising and LEG.

19:49 – How LTV informs decision-making and spending.

25:58 – Advertising in the post-COVID era.

27:27 – Using the 90-day challenge as an entry point for prescriptive selling.

31:52 – The key to high LTV.