Current month
2.3%
May 2026 monthly cancellation rate
Trailing 12-mo avg
2.1%
Slightly favorable to the 2.4% Napa premium-club median
Annualized churn
24.4%
Compounded from current monthly rate
12-month trend
Monthly attrition rate
Why members leave
Attrition reasons
Price sensitivity31%
Inventory fatigue24%
Relocation14%
Service issue11%
Lifestyle / health9%
Unspecified11%
Pattern recognition
Flagged renewal months
Months historically associated with above-trend cancellations at Thornridge. Operations should pre-stage retention campaigns ahead of each window.
Januaryhigh
Post-holiday cancellations spike
Februaryhigh
Credit-card decline cluster on auto-renew
Augustmoderate
Summer travel skips become cancellations
Annualized churn rate24.4%
Highest single month (Jan)2.4%