Free tool for coaches and personal trainers
Coaching client lifetime value calculator
LTV = monthly fee × average months retained × margin, with average months retained = 1 ÷ monthly churn. In the example, a $300 monthly fee with 12.5% monthly churn means clients stay 8 months on average, so each one brings $2,400 of revenue; at an 80% margin the lifetime value is $1,920. If winning a client costs $250, LTV:CAC is 7.7 and the $240 monthly margin earns that cost back in 1.0 months.
Last updated 2026-11-12.
- Lifetime value per client (after costs)
- Average months retained
- Revenue per client
- Margin per client per month
- LTV : acquisition cost
- Months to earn back acquisition cost
Check the inputs: fee above 0, churn and margin above 0% and up to 100%, acquisition cost not negative.
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Example scenarios
Three sets of example inputs worked through the same formulas as the calculator above. They are illustrations, not averages or statistics.
| Scenario | Inputs | Months retained | Revenue per client | Lifetime value | LTV:CAC |
|---|---|---|---|---|---|
| Low | $150 a month, 20% monthly churn, 70% margin, $120 to win a client | 5 | $750.00 | $525.00 | 4.4 |
| Typical | $300 a month, 12.5% monthly churn, 80% margin, $250 to win a client | 8 | $2,400.00 | $1,920.00 | 7.7 |
| High | $600 a month, 8% monthly churn, 85% margin, $600 to win a client | 12.5 | $7,500.00 | $6,375.00 | 10.6 |
Method: Average months retained = 100 ÷ monthly churn %; revenue per client = monthly fee × months; lifetime value = revenue × margin %; LTV:CAC = lifetime value ÷ acquisition cost; payback = acquisition cost ÷ (fee × margin %) months. Figures checked against the same formulas on 2026-11-12.
How the calculator works
Monthly churn is the share of your paying clients who stop in a month: if you start a month with 40 clients and 5 leave, churn is 12.5%. On average a client then stays 1 ÷ churn months, so 100 ÷ 12.5 = 8 months. Revenue per client is the monthly fee times those months.
Lifetime value keeps only what is left after the costs of delivering the coaching (app fees, payment fees, assistants, materials): revenue × margin. If you enter what it costs to win one client (ads, discovery calls, referral rewards), the calculator compares the two and shows how many months of margin earn that cost back.
Worked example
A coach charges $300 a month and loses 12.5% of clients a month. Clients stay 100 ÷ 12.5 = 8 months, so each brings 8 × $300 = $2,400. With 80% left after delivery costs, the lifetime value is $2,400 × 0.80 = $1,920, or $240 of margin a month.
Winning a client costs $250. LTV:CAC is $1,920 ÷ $250 = 7.7, and the first month's $240 of margin nearly covers that cost: $250 ÷ $240 = 1.0 months.
Choosing churn and margin
Use your own records for the last 6 to 12 months: clients who stopped in each month divided by clients at the start of that month, then the average. A few months of data from a small roster swing a lot, so treat the result as a range, not a fixed number.
The formula assumes the same churn every month. In practice many clients leave in the first months and long-term clients stay longer, so check the result against how long your past clients actually stayed. This is an estimate, not financial advice.
What this tool does not do
It does not count upsells, price rises, pauses, refunds or referrals, and it does not discount future money. It is arithmetic on your numbers and keeps nothing after you close the page.
Questions
What if I know how long clients stay but not my churn?
Enter 100 ÷ average months as churn: clients who stay 10 months on average is 10% churn.
Why use margin instead of the full fee?
Lifetime value is meant to show what a client is worth to you after the costs of serving them; with a 100% margin it equals revenue.
Does this page store my numbers?
No. The math runs in your browser; nothing is sent or saved.
Made by Bardach Technologies. We also make Checkwren, a separate workspace template for online coaches that runs in Notion and keeps clients, weekly check-ins, training blocks, renewals and 24 reply snippets in one place (USD 78.99, one-time purchase on Gumroad). It does not calculate lifetime value, churn or prices. This calculator is free and needs no sign-up; nothing is charged on this page. Get Checkwren on Gumroad (USD 78.99)