The number of members who leave your business in a given time period is known as churn.
Also called attrition, churn is an unavoidable component of membership- and subscription-based businesses—new clients will sign up and existing clients will leave. This ebb and flow of clients is perfectly normal since not everyone is a perfect fit for your business. But even though it’s unavoidable, minimizing churn needs to be a continuing focus.
In this post we’ll cover how to find your churn rate and how to track the reasons your members are leaving, Understanding why members churn can help inform your efforts for minimizing future churn.