Meet Your Members: The Hidden Segment Patterns in Your Class Schedule

Member data can be analyzed through countless lenses, each revealing a different story about your business. In our last two articles and our recent webinar, we introduced four behavior-based segments uncovered through an analysis of millions of reservations on the Mariana Tek platform.

But we found another lens worth exploring: The timing of members’ visits—both time of day and day of the week. This uncovered a second set of patterns about when members prefer to show up and what that timing tells you about their value, their habits, and where the incremental revenue opportunity actually lives in your schedule.

The Key Time of Day Segments

Our analysis of reservations covering studios in the US and Canada throughout 2025 found three main segments by time of day.

Morning Risers

These members take 70% or more of their classes before 9am. They make up 14% of the average member base but punch above their weight, driving 17% of revenue. They visit 1.8 times per week and retain at 89%, both above average. If this is sounding familiar, it’s probably because Morning Risers look a lot like the Committed segment from our routine-based segment analysis: consistent, higher-spending, and stickier than the average member.

Late Morning and Evening Visitors

Late Morning (9 AM–noon) and Evening Visitors (5 PM or later) both contribute revenue roughly proportional to their size—12% and 11% respectively—but both visit 1.4 times per week, below the platform average of 1.7x. As for retention, both sit several percentage points below average.

Post-Lunch Visitors

This is a smaller segment (5.4% of the base) but Post-Lunch Visitors generate the highest average monthly revenue per member of any time-based group at $189. On the surface, that looks like a win. But their 6-month retention is only 45.2%, compared to a platform average of 62.2%. They’re spending well when they’re active, but they’re not always staying. 

Day of the Week and Booking Momentum

The time-of-day data is about value tiers, while the day-of-week data illustrates the rhythm of habit formation, and where in the week you have the most leverage to extend it.

Monday and Tuesday: Your Peak Habit Window

Monday and Tuesday between 8 and 9am have the highest volume of check-ins across the entire platform. These slots are both busy and meaningful: Members who show up early in the week are in planning mode. They’re more primed than at any other point in the week to think ahead, commit to a routine, and book additional classes.

Weekday Customers: Most Valuable Day-Based Segment

Among day-based segments, those who take at least 70% of their classes Monday through Friday are the standout performers. They make up 51% of the average member base and generate 57% of revenue.

In contrast, members who take 60% of their classes on Saturday and Sunday make up 8% of the customer base and only contribute 6% of total revenue.

Weekday Visitors	Weekend Visitors
$183.20 per month per member	$139.70 per month per member
1.9 visits per week	1.1 visits per week
90.6% retention	80.5% retention

Want to know your segments better?

For a deeper dive into these segments, explore our previous articles and watch the recording of our webinar featuring David Bergeron of EverybodyFights and Nick Staples of Zenergy Cycling. They shared the real-world strategies they use to engage members, increase retention, and drive revenue.