Retention Intelligence combines your club's own data with national benchmarks, so you can see how your retention compares to the rest of the market and where to focus your attention.
This article explains every part of the dashboard and how to read it.
How and when the data updates
All figures are powered by a proprietary machine-learning model that draws on data from your Business Intelligence Members and Bookings dashboards. The model looks at signals such as attendance, tenure (how long someone has been a member), how often they play, who they play with, and a range of other variables to estimate each member's likelihood of cancelling.
The dashboard refreshes on the 1st of every month, using the previous month's data. For example, from 1 June onwards the dashboard shows figures for May. When a metric is compared to "last month," that comparison looks one month further back again so in June, "vs last month" compares May against April.
The Last updated date in the top-right corner always tells you which month the current data reflects.
The three headline metrics
At the top of the dashboard are three summary cards. Each one shows the current value, how it has changed since last month, and a National Average benchmark for context.
Predicted Churn Rate
The share of your members the model predicts will cancel. The benchmark figure shows the equivalent predicted churn rate for an average club nationally, so you can see whether you are above or below the market.
Members at Risk
The total number of members currently in the High Churn Risk band. These are the members most likely to cancel, and the ones worth prioritizing. The benchmark shows how many at-risk members an average club has, for comparison.
Revenue at Risk
An estimate of the membership revenue you could lose if your at-risk members were to cancel.
By default, this is an estimated figure. It uses average membership prices set by the Danish Golf Federation (DGU) and is based on two membership types only - Full and Flex. Because it relies on national averages, treat it as a guide rather than an exact amount.
To make it more accurate for your club, click the cog (settings) icon on the Revenue at Risk card and enter your own Full and Flex membership prices. The figure will then be calculated using your actual pricing.
Risk Distribution
This section shows how your members are spread across four risk bands, and how that spread compares to the National Average. The top bar is Your Club; the bar beneath it is the National Benchmark.
Every member is scored and placed into one of four bands based on their likelihood to cancel:
Low Churn Risk — least likely to cancel.
Limited Churn Risk — slightly elevated, but still low concern.
Elevated Churn Risk — a meaningful level of risk, worth keeping an eye on.
High Churn Risk — most likely to cancel. These are the members counted in Members at Risk.
We don't publish the exact thresholds behind each band. Instead, we show the percentage of your members in each band and how that compares to the benchmark.
Underneath each band you'll see its percentage and a "vs benchmark" figure. How to read it depends on the band:
For Low and Limited, a higher share than the benchmark is good — more of your members are secure.
For Elevated and High, a lower share than the benchmark is good. For example, a High band sitting 5.5% below benchmark means you have fewer high-risk members than an average club.
Predicted Churn Rate trend
This chart tracks your predicted churn rate over the last several months and plots it against the national benchmark.
The blue line is Your Club.
The grey line is the Benchmark (National Average).
Use it to see the direction of travel — whether your risk is rising, falling, or holding steady — and how that movement compares to the market. A widening gap below the benchmark means you are pulling ahead of the average club; a narrowing or closing gap is a signal to act.
AI Insight
The AI Insight panel turns the numbers into a short, plain-language summary of what matters most this month. It highlights whether your risk is stable, rising, or improving, how you compare to the benchmark, and where your attention is best spent.
Think of it as a quick read on the headline story behind the data, so you don't have to interpret every chart yourself.
Where the numbers come from
Your club figures come from your Business Intelligence Members and Bookings data.
Benchmarks are based on the National Average, also sourced from Business Intelligence.
Revenue prices use DGU average prices by default, or your own Full and Flex prices once you enter them via the cog icon.
Frequently asked questions
Why does the dashboard show last month's data instead of today's? The data refreshes once a month, on the 1st, using the previous full month's figures. So from 1 June onwards you'll see May's data for the whole of June. This gives the model a complete month of activity to work from. The Last updated date in the top-right corner always confirms which month you're looking at.
How often is the data updated? Once a month, on the 1st. It does not update in real time during the month.
What's the difference between Predicted Churn Rate and Members at Risk? Predicted Churn Rate is a percentage — the share of all your members predicted to cancel within 90 days. Members at Risk is a count — the number of members in the High risk band only. They measure related things in different ways, so they won't move in lockstep.
Why is Revenue at Risk only an estimate, and how do I make it more accurate?
By default it uses average membership prices set by the Danish Golf Federation (DGU), so it's an approximation rather than your exact figures. To base it on your own pricing, click the cog (settings) icon on the Revenue at Risk card and enter your Full and Flex membership prices.
Which membership types are included in Revenue at Risk?
Only Full and Flex memberships are used in the calculation.
What information does the model use to predict churn?
It draws on data from your Business Intelligence Members and Bookings dashboards, including signals such as attendance, tenure, how often a member plays, who they play with, and a range of other variables.
What are the exact thresholds for each risk band?
The cut-off points behind Low, Limited, Elevated, and High aren't published. Instead, the dashboard shows the percentage of your members in each band and how that compares to the benchmark.
What is the benchmark based on?
All benchmarks are the National Average, sourced from Business Intelligence data, so you're always comparing your club against the wider market.
My churn rate went up this month — is that a problem if I'm still below the benchmark?
Not necessarily. A rising figure is worth watching, but being below the National Average means you're still performing better than the typical club. Look at both the direction of your own trend and where you sit relative to the benchmark to judge how concerned to be.