# Player Retention Rate

> The percentage of players who return to book again within a defined period after their first visit.

Canonical page: https://courtspulse.com/glossary/player-retention-rate

Player retention rate measures how many players come back after their initial visit. It's typically measured as the percentage of players who made a first booking in a given month and returned within 30, 60, or 90 days.

Retention is often tracked in cohorts — groups of players who started in the same month. This allows you to compare retention across different time periods and measure the impact of changes you make.

A healthy retention rate varies by sport and market, but generally 30-40% 30-day retention is considered good for sports venues. Top-performing venues may see 50% or higher.

## Formula

`Retention Rate = (Players who returned within period ÷ Total new players in cohort) × 100`

## Example

In January, 100 new players made their first booking. By the end of February, 35 of them had booked again. Your 30-day retention rate for the January cohort is 35%.

## Why it matters

Acquiring new players is expensive — through marketing, promotions, and word-of-mouth. Retaining existing players is far more cost-effective. A small improvement in retention rate can significantly impact long-term revenue.

## Related terms

- [Player Lifetime Value](https://courtspulse.com/md/glossary/player-lifetime-value)
- [Repeat Booking Rate](https://courtspulse.com/md/glossary/repeat-booking-rate)
- [Cancellation Rate](https://courtspulse.com/md/glossary/cancellation-rate)