Why client economics matters for a fitness business
Ads are paid on the day you run them. Students pay over months. A creator who looks only at the first sale sees one side of that trade and can stop a channel that was profitable, or keep one that never pays back.
Client economics puts both sides in one place. With LTV, CAC and payback next to each other you can decide how much a new student is worth spending, which channel deserves the next budget and which mechanic to work on next.
LTV per product and per cohort
Lifetime value, or LTV, is the revenue a student brings over their time in your school: the first purchase, renewals, upgrades and the next programs they buy. FitCoUp shows it per product, so you see which entry product leads to the most valuable students, and per cohort, the students who joined in the same month, so you see whether a change in onboarding or pricing made later cohorts worth more.
CAC per channel from your ad spend
Customer acquisition cost, or CAC, is what you spend to get one paying student. FitCoUp takes your ad spend per channel and divides it by the new paying students that channel brought, matched by the UTM and source captured on every lead. A Meta campaign, a TikTok campaign and the link in your profile each get their own number.
- CAC per channel, from the UTM and source captured on every lead.
- New paying students per channel next to the spend.
- The same channels in the funnel report on Pro and above, from visit to quiz to purchase.
Payback in months
Payback connects the two numbers: how many months of a student's payments it takes to cover what you spent to get them. For example, if a channel's CAC is 40 EUR and a student from that channel pays 19 EUR a month, payback is a little over two months.
A short payback lets you reinvest sooner. A long one tells you to raise the value of a student first, with retention, recovery and the next program, and the budget after that.
Revenue from mechanics
The Revenue from mechanics card on the dashboard shows what each mechanic earned on top of the first sale, so you see where your revenue grows and where a playbook can add more.
- Retention. Students who came back after an inactivity message or a win-back.
- Failed payment recovery. Renewals that went through after a retry or a card update.
- Thank you page. One-click offers taken after a purchase.
- Checkout recovery. Purchases completed after a recovery email.
- Upsell funnels. Subscriptions and next levels bought from a funnel.
Plans, data and export
Client economics is part of every plan, from Basic at 99 EUR per month. Pro adds the full analytics with CSV export: the funnel from visit to quiz to checkout to purchase, trial conversion, churn, completion and lesson drop-off. Enterprise and Agency add a data export API.
The numbers come from your own Stripe account and your school. Data is hosted in the EU in Frankfurt, and you can export students, progress and sales at any time.