5 Metrics Every GM Should Track Monthly

Most private club GMs report to their board with financials: revenue, expenses, capital reserves. These are lagging indicators. By the time revenue drops, you've already lost members. Here are the five leading indicators that predict club health 3-6 months ahead of financial statements.

1. Member Retention Rate

Formula: (Members at end of period - New members added) / Members at start of period × 100

Don't confuse this with "net member count." A club that loses 40 members and gains 35 has a 92% retention rate, not 99%. The acquisition masks the churn — and new members cost 5-7x more than retained ones.

Benchmark: Top quartile clubs maintain 95%+ annual retention. Below 90% signals structural problems.

2. Engagement Frequency Index

Formula: Total member visits / Active members / Days in period × 30

This normalizes visit data to a monthly rate regardless of how you measure "visits" (swipes, charges, reservations). Track the trend, not the absolute number — your club's optimal frequency is unique to your amenity mix and membership demographics.

Benchmark: 5-8 visits per member per month for full-service clubs. Golf-only clubs: 3-5 rounds per month during season.

3. F&B Utilization Rate

Formula: Members with at least one dining charge / Total active members × 100

Dining is the social heartbeat of a private club. Members who dine are 2.8x less likely to resign than those who don't. When F&B utilization drops below 40%, the club is becoming a facility, not a community.

Benchmark: Top quartile: 65%+. Median: 45%. Danger zone: below 35%.

4. Net Promoter Score (NPS)

Formula: % Promoters (9-10 rating) - % Detractors (0-6 rating)

Survey quarterly, not annually. Annual surveys catch problems 9 months too late. Keep it to 3 questions maximum — response rates above 60% matter more than question depth.

Benchmark: Private clubs should target NPS of 40+. Below 20 means your best members are not recommending the club to their peers — and in private clubs, word-of-mouth is everything.

5. Revenue Per Member (RPM)

Formula: (Dues + F&B + Ancillary revenue) / Active members

RPM tells you whether your members are using the club, not just paying for it. Declining RPM with stable membership means engagement is dropping — a leading indicator that retention will follow within 6-12 months.

Benchmark: Varies dramatically by club type. What matters is the trend: 5%+ year-over-year decline is a red flag.

How to Present These to Your Board

Don't dump five charts on a slide. Lead with the story:

1. Open with retention rate — it's the number that quantifies the problem
2. Follow with engagement metrics (frequency + F&B) — they explain WHY retention is where it is
3. Close with NPS and RPM — they predict where retention is GOING

Each metric should include: current value, 3-month trend, benchmark comparison, and one recommended action.