How many students actually stay?
Across the fitness industry, roughly one in three members leaves every year, and most of the people who quit do so in the first weeks.
Annual member retention averages 66.4% across 175 companies and more than 17,000 facilities in 27 countries. In a separate peer-reviewed study of 5,240 new members, 63% stopped attending before their third month.HFA 2025 Fitness Industry Benchmarking Report; Sperandei et al., 2016
Ocio watches the pattern for you: it nudges a student whose pass is running out, follows up when someone stops booking, and lets you see who is drifting while you can still do something about it.
