Lifetime Value of Member
Lifetime Value of Member answers one question: over a client's whole relationship with the salon, how much more is a member worth than a non-member? It lists every client with their visits, first and last service, current membership status and lifetime service spend, and rolls them up into member vs. non-member averages, first-visit cohorts and distributions.
Find it under Reports → Salon Reports → Legacy.
Lifetime Value of Member covers The Lash Lounge locations only for now. It isn't available for Bishops or Frenchies.
Running it
The date range works differently from most reports: it is a first-visit window. The report includes every client whose first service falls between From and To, and then follows each of those clients all the way to today. Leave the default (2015 → today) to see everyone; set it to a single year to see the lifetime value of the clients you acquired that year; use MTD to look at this month's new clients.
Optionally pick one or more salons from the multi-select (leave it empty for every salon you have access to), then click Run Report.
The KPI strip summarizes the run: Avg Lifetime Spend — Members, Avg Lifetime Spend — Non-Members, the Member LTV Multiple (members' average divided by non-members', with the medians as a caption), and Clients (with how many have ever been members).
Export downloads a three-sheet workbook: Export (every client in scope, in the same column order as the franchisor's file, plus Retail and Tips), Salons, and Cohorts. The on-screen client list is capped at the top 5,000 clients by spend — a banner tells you when a run was capped, and the workbook always holds the full list.
The interactive section
Four panels sit above the table. Click a row in the Salons table to focus all four on that salon (click again to remove it; Clear selection resets), and click a segment in the distribution legend to narrow the charts to members or non-members.
- Lifetime value by first-visit year — average lifetime spend per client, members vs. non-members, for each year of first visit. Recent cohorts are naturally lower because they've had less time to spend; the useful comparison is the member/non-member gap within a year.
- Spend distribution — how many clients fall into each lifetime-spend band ($0, $1–250, … $10k+), split by member status.
- By membership status — the point of sale's current status for every client (Non-Member, Active, Suspended, Declined, Expired, Terminated) with the client count and average lifetime spend of each.
- Recency — how long since each client's last service (0–30 days, 31–90, … 365+), split by member status. Everyone in the 365+ band is, for practical purposes, lapsed.
Salons | Clients
The switch above the table toggles between two views.
Salons — one row per salon:
| Column | What it means |
|---|---|
| Clients | Clients with at least one qualifying visit whose first visit falls in the date range. |
| Members / Member % | Of those, how many have ever held a membership at the salon — any membership, any status, including ones that have since ended. |
| Avg Spend (Members / Non-Members) | Average lifetime service spend of each group. |
| Multiple | Members' average divided by non-members' average — the member lifetime value multiple. |
| Avg Visits (M / NM) | Average number of qualifying visits per client in each group. |
| Avg Lifetime (M / NM) | Average days between a client's first and last service in each group. |
| Total Spend | Lifetime service spend of every client in the row. |
Clients — one row per client, sorted by spend, with a name search and an MBO-status filter. It respects the salon selection made in the Salons view.
| Column | What it means |
|---|---|
| MBO Status | The client's current membership status as Mindbody reports it — Non-Member, Active, Suspended, Declined, Expired or Terminated. |
| Visits | Qualifying visits: completed, non-cancelled appointments, excluding non-service bookings (breaks, credits, fees, late-cancels, non-service hours and the like). |
| First / Last Service | The service (and date) of the client's first and most recent qualifying visit. Service names are the salon's current names, so a service that has since been renamed shows its new name. |
| Next Scheduled | The client's next booked appointment, if any. |
| Days Since Last | Days from the last service to today. |
| Lifetime (days) | Days from the first service to the last service, inclusive. |
| Was Member? | Whether the client has ever held a membership. |
| Spend | What the client has actually paid over their lifetime — real money the client paid for services and memberships, on the date it was paid, before sales tax. It counts card, cash and bank payments, including membership autopays on their charge date, with refunds to a card netted. A gift card, deposit or payment on account counts when the client pays for it; the service that balance later covers adds nothing, so the money is counted once. Services paid with account credit, a gift card or a comp add nothing. Tips and card convenience fees are never part of Spend. This is the same way collections are counted on the Sales Dashboard. |
| Retail | The same cash amount for retail products. |
| Tips | Tips the client left, shown on their own and not part of Spend or Retail. |
How this compares to the franchisor's export
Checked against the franchisor's export for two whole salons: status, dates, lifetime and next appointment match for 95–99.9% of clients. Spend is not meant to match. The export adds up every form of payment, so it counts a deposit or payment on account and the service it later pays for, and it includes services paid with account credit, gift cards and comps. This report counts only real money, once, so its Spend reads lower, most of all at salons that take deposits. The other differences are deliberate too: the export counts cancelled bookings as visits — so a client whose only bookings were cancelled appears there and not here (ours doesn't count them), it ignores refunds (ours nets them), it only counts sales attached to a visit, and it is cut off at 150,000 rows by its download limit (ours isn't — export the workbook for the full list). Service names differ only where the salon has renamed a service since the client's first visit.
Available on the Salon Reports page (Legacy section) to corporate/admin users and to anyone with reporting access. Data is limited to the locations you have access to — corporate and admin users see the whole system, a location user sees their own salons. Covers The Lash Lounge (Mindbody) locations only.