Trial conversion rate

Trial conversion rate is the percentage of trial members who become paying members. Forty trials, fourteen conversions, 35%. It’s the clearest measure of whether your gym delivers on what your marketing promised.

Conversion rate = trials converted ÷ trials started × 100

Measure by cohort — the people who started in January — not by month. Mixing cohorts makes a good month look bad when trials overlap the boundary.

Trial conversion sits between marketing and retention, and it’s usually the cheapest number to improve. The people are already in the building — you’ve paid to get them there.

The pattern that predicts conversion is attendance during the trial. Someone who comes three times in a fortnight converts far more often than someone who comes once. Which makes the trial’s job clear: get them in a second and third time, quickly.

Most gyms lose trials to silence. Nothing goes wrong — nobody follows up, the trial expires, and everyone forgets.

Trial members appear on your dashboard with an expiry countdown, so nobody quietly runs out. They get the full member app from day one — plan, tracking, companion — which is the difference between a two-week gym pass and a two-week experience of what membership feels like.