Benchmarks
The numbers of the back end, with their sources.
Retention, churn by billing cadence, completion, refunds, clients per coach, resell rates. Every figure carries a source and a credibility grade. Where no credible public benchmark exists, we say so and publish our own named data points instead of a made-up average.
Nobody with a large enough sample has published one. The software vendors who could see across thousands of coaching businesses publish rules of thumb rather than tables. The operators treat their retention numbers as private. Most coaching businesses we audit cannot state their own six-month retention, let alone compare it.
Our own operating numbers
What the back ends we run actually do.
Six numbers from two named clients. They sit at the top of the tables on these pages for a reason, and they are marked as one business each, not as a benchmark.
How to read a benchmark
Three kinds of number, three levels of trust.
The grade on every figure follows the same three-dot scale. Vendor data is where most published coaching numbers come from. Your own data is the one that decides anything.
Vendor data
Moderate at bestPublished by a software platform from its own users. Real numbers, but one niche, self-selected, and written to sell the platform. Read the sample size before the headline.
Coachway's 5,666 fitness clients. Kourses' membership churn bands. Ruzuku's completion rates.
Operator data
Named data pointOne business's numbers, with the name attached and a period. Not a benchmark, because it is one business. Checkable, which is more than most averages can say.
Our Acquisition Ace and Video Business Academy figures above. Always with the typical-results line.
Your own data
The number that countsStart cohorts, not snapshots: share of clients still active at month three, six and twelve, client success rate, share of revenue from resells. Most coaching businesses we audit cannot state any of these.
Compute yours with the calculators, then put it next to the tables on each page.
Statistics pages
Six pages, each with a graded table, what the numbers mean over a year, and what to do with them.
Strong 1:1 online coaching keeps more than 70% of clients at six months and more than 40% at twelve.
ProfitWell's subscription data, cited in Hormozi's Money Models, puts monthly cancellation at 10.7% for monthly billing, 5% for quarterly and 2% for annual.
Marketplace and MOOC courses finish 3 to 15% of enrolments.
A payments processor serving coaching puts the vertical's chargeback ratio at around 1%, one of the highest in payments.
There is no independent benchmark.
No credible public benchmark exists for resell or renewal rates in high-ticket coaching.
State of Coaching Fulfillment 2026
The first benchmark report built from operators' data rather than vendor blogs: retention, resell rate, refund rate, clients per staff member and fulfillment cost across coaching businesses. The survey opens later this year. To take part or be told when it is out, write to us through the contact form.
