Average revenue per member (ARM) and length of engagement (LEG) often steal the spotlight when it comes to tracking your metrics, but do you know your average lifetime value (LTV)?

It's just what it sounds like: How much a client spends over the entire course of their business relationship with you. And while it may not seem as immediately crucial as ARM or LEG, knowing that number can help you make important decisions, such as how much to spend on lead acquisition.

Debbie Rosslan owns CrossFit Unstoppable in Jefferson City, Missouri, and her LTV is one of the best in the biz: She's among the top 12 Two-Brain gyms whose LTV ranges from $8,200 to $14,000.

Get a glimpse of how she does it here.

Links:

CrossFit Unstoppable
Forever Fierce
Gym Lead Machine
Gym Owners United

Timeline:

2:00 – CrossFit Unstoppable: Then and now.

5:34 – Building relationships with clients.

7:13 – The 100-Month Club and other key touchpoints.

11:18 – Membership: The sweet spot.

13:54 – Gamifying retention.

16:15 – Knowing your client avatar.

20:11 – Learning from LTV.

23:21 – Improving LTV with goal-review sessions.

28:20 – Getting members to buy in to goal reviews.

30:18 – Generating reviews.