The percentage of members who cancel or lapse over a given period, the inverse of retention.
Churn Rate
The percentage of members who cancel or lapse over a given period, the inverse of retention.
Churn is the leak in the bucket. If you start the month with 200 members and 10 cancel, your monthly churn is 5 percent. A few points of churn compounds fast over a year, which is why retention tools, automated win-back campaigns and failed-payment recovery matter as much as new sales. Most platforms report churn alongside member retention so you can spot a rising trend early.