When are people most likely to cancel their online group coaching programme?

August 28, 2025

The months with the highest number of cancellations are May, June and August. Within the week, cancellations peak on Mondays. To reduce churn, coaches should focus on building engagement and momentum before these high-risk periods.

Why timing matters for cancellations

Cancellations don’t happen randomly – they follow patterns connected to seasons and weekly routines. By knowing when motivation dips, you can:

Prepare members with extra encouragement before they’re most likely to cancel
Keep group energy high during vulnerable times
Maintain stronger retention rates year-round

Which months see the most cancellations?

Looking at cancellations across the year:

May, June and August are the highest-risk months – often linked to summer holidays, routine changes, or competing priorities.
March-April also show elevated churn – motivation may dip after the New Year’s momentum wears off.
September-December are lower-risk months – routines settle back in and fewer people cancel.

What to do:

Run short challenges or themed content in spring and summer to keep energy up.
Remind members of their progress and goals before these high-risk months.
Offer flexible ways to stay engaged if life gets busy.

Which days of the week have the most cancellations?

Not all days are equal when it comes to cancellations:

Monday is the clear peak – more than 20% of cancellations happen at the start of the week.
Tuesday-Thursday are moderate, while
Saturday is lowest – few people cancel on weekends.

What to do:

Share motivational group content on Sundays to set a positive tone for the week.
On Mondays, keep momentum high with reminders of progress, wins, or upcoming milestones.
Use weekly rhythms to create a sense of accountability and structure.

Practical retention strategy for coaches

Anticipate seasonal churn. Plan extra engagement for May-August when cancellations are most common.
Counteract Monday dips. Use Sunday and Monday as touchpoints to set energy for the week.
Celebrate progress regularly. Highlight wins to remind members why they joined.
Provide flexibility. Encourage members to adapt their level of participation rather than drop out.
Focus on community. Strong group connection reduces the likelihood of cancellations.

Final takeaway

Cancellations follow predictable patterns: they peak in late spring and summer, and at the start of the week. By recognising these patterns and taking proactive steps to re-energise your community, you can reduce churn and build longer-lasting engagement.

At the end of the day, keeping members motivated is just as important as signing them up.

With CoCoach, you don’t have to figure this out alone – our platform helps you schedule the right tasks and content at th

FAQs about promoting your coaching programme

Which months have the most cancellations?

May, June and August are the highest-risk months.

What is the most common day for cancellations?

Monday sees the most cancellations.

How can I reduce cancellations?

Keep engagement high with challenges, community focus, and regular reminders of progress.

What’s the best way to counter Monday cancellations?

Set a positive tone with Sunday and Monday group activities or motivational content.

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