Client Lifetime Value (LTV) | FitConnect Help Center

What is Client LTV?

Client Lifetime Value (LTV) measures the total revenue a client generates throughout their relationship with you. Understanding LTV helps you make informed decisions about client acquisition, retention strategies, and pricing.

Historical LTV

Revenue already earned from subscriptions, packages, and sessions

Projected LTV

Estimated future revenue based on current engagement and patterns

Revenue Components

Historical LTV is calculated by summing all revenue streams from a client:

Subscriptions

Recurring monthly or annual subscription payments. Each billing cycle adds to the client's historical LTV.

Packages

One-time package purchases (e.g., 10-session bundles). The full package value is counted when purchased.

Individual Sessions

Pay-per-session bookings. Each completed session adds its value to the historical LTV.

Pro Tip

Platform commission is automatically deducted from LTV calculations to show your actual revenue, not gross bookings.

LTV Tiers

Clients are automatically categorised into tiers based on how their LTV compares to your average:

High Value

LTV is 1.5× or more above your average

Medium Value

LTV is between 0.5× and 1.5× of your average

Low Value

LTV is below 0.5× of your average

Projected LTV Calculation

Future LTV is estimated using several factors:

Average Monthly Revenue

Calculated from the client's historical spending patterns over their tenure.

Client Tenure

Longer-tenured clients typically have more predictable future revenue.

Engagement Score

Higher engagement indicates lower churn risk, increasing projected LTV.

Recent Activity

Active clients in the last 30 days receive higher projections than dormant ones.

Pro Tip

Projected LTV is risk-adjusted based on engagement. A disengaged client with high historical spending may have a lower projection than an engaged client with moderate spending.

Using LTV Data

Retention Focus

Prioritise retention efforts on high-LTV clients who show declining engagement. Losing them has a greater business impact.

Pricing Decisions

Understanding average LTV helps you price packages and subscriptions appropriately for your market.

Acquisition Strategy

Knowing your average LTV helps determine how much you can invest in marketing to acquire new clients profitably.

Service Development

Analyse what high-LTV clients have in common to develop services that attract similar clients.

LTV Summary Metrics

The LTV dashboard provides aggregate metrics across your entire client base:

Metric	Description
Total Historical LTV	Sum of all revenue earned from all clients
Total Projected LTV	Estimated future revenue from current clients
Average Client LTV	Mean LTV across your client base
Top Clients	Your highest-value clients ranked by total LTV
Tier Distribution	Breakdown of clients by high/medium/low tiers

Privacy & Data

Financial Data Security

LTV calculations use only transaction data already processed through the platform. Financial information is visible only to you and is never shared with clients. All data is encrypted and stored securely.