Finding 1
A package represented a materially larger checkout decision
The median canonical package payment was $273.42, compared with $133 for plans and $60 for individual lessons. The package middle 50% ran from $157.53 to $300.
Payment value is not the same as revenue per lesson. Package size, duration, discounts, swimmer count and later credit usage all affect unit economics.
Finding 2
Package relationships showed durable but finite continuity
Among package relationships old enough to observe the entire window, 76.4% had scheduled activity during days 31–90, 41.6% during days 91–180 and 30.8% during days 181–365.
That was stronger than individual-lesson relationships in every later window and weaker than plans in the two longest windows.
Finding 3
Package lesson records had the lowest observed cancellation share
Canceled documents represented 10.3% of package canceled-plus-non-canceled lesson records, compared with 15.4% for plans and 17.9% for individual lessons.
This comparison is not risk-adjusted. Package buyers may differ in commitment, schedule stability, provider mix and season from families buying individual lessons.
Finding 4
The repurchase moment remains unmeasured
A finite package creates a clear renewal decision when credits run low. The current dataset can observe later payments, but it does not yet contain a randomized reminder cohort or a canonical package-exhaustion date for every legacy purchase.
The next defensible experiment is to randomize low-credit reminders and measure incremental 30- and 60-day repurchase—not raw conversion among alerted families.
Canonical payment size by product
| Product | Payment facts | 25th percentile | Median | 75th percentile |
|---|---|---|---|---|
| Individual lesson | 6,211 | $38.56 | $60.00 | $64.60 |
| Subscription plan | 2,510 | $99.75 | $133.00 | $190.00 |
| Package | 295 | $157.53 | $273.42 | $300.00 |
| Group program | 535 | $33.25 | $189.00 | $350.00 |
Cancellation-document share
| Lesson type | Non-canceled | Canceled | Canceled share |
|---|---|---|---|
| Package | 2,029 | 234 | 10.3% |
| Plan | 8,231 | 1,497 | 15.4% |
| Individual | 9,392 | 2,045 | 17.9% |
| Semi-private | 652 | 235 | 26.5% |
Methodology
How the benchmark was produced
This article intentionally combines three aggregate datasets—canonical financial facts, scheduled lesson relationships and cancellation documents—without treating them as one row-level cohort.
- Payment results use active, medium/high-confidence, positive USD earning facts through July 31, 2026.
- Continuity results group non-canceled historical lessons by business and family.
- Cancellation share uses canceled divided by canceled plus qualifying non-canceled lesson documents for each product.
- Every table preserves its own denominator; records are not joined across the published output.
Operator response
What to do with this finding
- Compare package economics per delivered lesson, not merely per checkout.
- Monitor the date when a family approaches its final usable credit.
- Measure package cancellations separately from expiration and non-repurchase.
- Use randomized low-credit reminders before claiming that renewal messaging creates lift.
Limitations
What this data cannot establish
- The financial, continuity and cancellation cohorts use different eligibility rules and cannot be combined into one conversion funnel.
- Package purchasers self-select and may differ from other families before purchase.
- Historical package product classification is incomplete for some revenue facts.