I am still amazed at how many business owners are stumped when I ask them, "what is the lifetime value of your average client?" It seems like a basic management metric that everyone would know off the top of their head.They may know the average monthly rate members pay, but thinking about the lifetime value of a client seems foreign to many. It shouldn't be. I promise your competitors are thinking about lifetime value. For many it is the driving force for fighting to convert your clients into their clients.