The answer
Answered same day Definition question routed Kestrel Fitness
The answer to one question from the Kestrel finance team: the figure, the definition behind it, the period and the source, plus a clear note on the part a consultant is still picking up. Answered by Sofia Reyes, senior analyst at Northfold Analytics, for the Kestrel finance team and Grace Whitfield, head of membership data. Question received Sep 24, 2026, record updated October 1, 2026.
Question from the Kestrel finance team, Sep 24, 2026: Why does Active members in the monthly pack not match the paid member count in our finance export?
Active members in the pack counts every membership holding a Paid or Frozen status on the last day of the four-week period, which gives 18,940. The finance export counts Paid memberships only, which gives 18,300. The 640 difference is the frozen memberships. Neither figure is wrong: they answer two different questions, and the pack names its definition on the page where the figure appears.
| Pack: Active members | Finance export: paid members | |
|---|---|---|
| What it counts | Memberships with status Paid or Frozen | Memberships with status Paid |
| Figure for the period | 18,940 | 18,300 |
| Source | Membership system, field membership.status | Finance export, paid memberships |
| Period basis | Four-week period, taken on the last day | Matched to the pack period before comparing |
| Owner | Arjun Mehta, Northfold Analytics | Kestrel finance team |
| Register status | Effective definition | Not in the register, Paid members is proposed |
Source trail
Every answer carries the trail below, so the finance team can check the figure without asking again.
| Field | Value |
|---|---|
| Question | Kestrel finance team, received Sep 24, 2026 |
| Pack figure | Active members = 18,940 |
| Definition | Count of memberships with status Paid or Frozen at period end |
| Source | Membership system, membership.status |
| Period | Four-week period, last day of the period |
| Paid only | 18,300 (pack figure less 640 frozen memberships) |
| Difference | 640 = memberships with status Frozen |
| Register | Active members, effective, definition owner Arjun Mehta |
| Answered by | Sofia Reyes, Sep 24, 2026, with both definitions attached |
What a consultant is still picking up
Definitions under review
Eight Kestrel Fitness definitions are under review: Paid members, Average membership length and Trial conversion rate wait in Client review; Freeze rate, Class fill rate and Visits per active member are in Collision check; Failed payment rate and Net membership change are Proposed.
Which questions are answered how
Answer directly
Same day Any senior analyst
Use when the figure is already in the pack, with the same definition, period and source. The reply carries the figure, the definition, the period and the source in one message.
Example. The Active members figure for the period, with the register entry attached. Nothing needs checking because nothing is recalculated.
Answer after a check
Checked before sending Second reader
Use when the figure is not printed in the pack but can be rebuilt under an existing definition, or when a source arrived late or incomplete. A second analyst or Arjun Mehta confirms the figure before it is sent.
Example. Visit totals for the one club whose check-in feed arrived 36 hours late. The answer says the total is incomplete and names the date the feed is expected to catch up.
Route to a person
Named owner Client is told
Use when the question is about what a definition should be, whether a figure is correct, or what caused a change. The client receives a note that a consultant is picking it up, with the owner and the date to expect an answer.
Example. Whether the September change in members can be credited to the call program for members inactive for 21 days. Arjun Mehta recorded it as observed alongside the action, not attributed to it, because there is no comparison group.
Repeated question
Pack review Arjun Mehta decides
Use when the same question arrives a second time. Arjun Mehta asks whether the pack itself should change instead of answering it again.
Example. Active members against paid members. If Grace Whitfield approves Paid members, a one line reconciliation between the two figures is proposed for the October pack, so the question stops arriving.
| Question log, four weeks to Oct 1 (sample figures) | Result |
|---|---|
| Questions logged | 23 |
| Answered from the existing pack | 14 of the 22 answered (64 percent) |
| Reached a senior analyst | 8 |
| Still open | 1, the frozen members question routed on Sep 24 |
| Median time to first answer | 3 hours |
| Repeated questions that became a pack change | 0 so far, 1 proposed |
Follow-up
Open items on this question
- Send the figure, both definitions, the period and the source to the finance team (Sofia Reyes, Sep 24)done
- Route the definition question to Arjun Mehta (Sofia Reyes, Sep 24)done
- Log the Active members and Paid members collision in the register (Sofia Reyes, Sep 25)done
- Decide with Grace Whitfield whether Paid members sits beside Active members (Arjun Mehta, before Oct 5)open
- Confirm with the finance team that its export uses the same period end as the pack (Sofia Reyes, Oct 2)open
- If Paid members is approved, add the reconciliation line to the October pack (Sofia Reyes, Oct 5)open
- Review the question log and any repeated questions at the weekly check-in (Arjun Mehta, Oct 8)open
Who answered
- Sofia ReyesSenior analyst, Northfold Analytics, answered the question
- Arjun MehtaAnalytics lead, Northfold Analytics, owns the routed definition question
- Grace WhitfieldHead of membership data, Kestrel Fitness, decides the definition