AE UNLTD JIU JITSU
Performance Dashboard — Private & Confidential
Jan 2025 — May 2026
17-Month Trend View
Financial Snapshot
Gross Revenue (May '26)
$14,518
▲ +2.7% from Apr '26 ($14,131)
YoY: ▲ 4.2% vs May '25 ($13,939)
Net Income (May '26)
$2,862
▼ -43.7% from Apr '26 ($5,087)
Cash Position (Total Liquid)
$19,144
▲ +5.1% from Apr ($18,207)
Stripe Fees (May)
$422
▲ +$24 from Apr '26 ($398)
Trailing 12 Months
T12M Gross Revenue
—
—
vs Calendar 2025
T12M POS Revenue
—
—
vs Calendar 2025
T12M New Members
—
—
vs Calendar 2025
T12M Avg Churn %
—
—
vs Calendar 2025
Revenue Breakdown (May vs Apr)
| Category | May | April | Change |
|---|---|---|---|
| Membership Billing | $12,920 | $13,421 | -$501 |
| POS Revenue | $1,476 | $654 | +$822 |
| Taxes & Fees | $122 | $56 | +$66 |
| Refunds | $0 | $0 | $0 |
| Total Gross Revenue | $14,518 | $14,131 | +$387 |
Note: Taxes & Fees include 3% credit card processing fee pass-through to customers (policy started Nov 2025 for Stripe cost recovery).
Revenue Breakdown by Category — 15-Month Trend
Year-over-Year Revenue Comparison
Revenue vs Expenses (2026 only)
Gross Revenue — 15-Month Trend (GymDesk)
Expense Breakdown (2026)
May Expenses by Category
Top Expense Categories — Apr vs May
Cash Position
WF Checking
$8,884
▼ -$3,468 from Apr ($12,352)
WF Savings
$10,040
▲ +$5,000 from Apr ($5,040) — Rainy Day sweep
Stripe Balance
$220
▼ -$595 from Apr ($815)
Total Liquid
$19,144
▲ +5.1% from Apr ($18,207)
Cash Position Trend (Wells Fargo Checking)
Membership & Engagement
Active Members
127
▼ -3 from Apr '26 (130)
YoY: ▲ +38 vs May '25 (89)
New Members (May)
4
▲ vs 1 in Apr '26
YoY: -3 vs May '25 (7)
Churn Rate
9.2%
▲ up from 5.2% (Apr) — incl. freeze→cancel cleanup
YoY: ▼ improved vs 22.8% (May '25)
Net Growth Rate
-3.1%
▲ +0.6pp from -3.7% (Apr)
Growth 3.1% vs Churn 9.2%
Member Growth Detail
| Metric | May | April | Change |
|---|---|---|---|
| Active Members | 127 | 130 | -3 |
| New Members | 4 | 1 | +3 |
| Visitors (cumulative) | 253 | 230 | +23 |
| Frozen | 9 | 12 | -3 |
| Canceled (cumulative) | 327 | 315 | +12 |
| Growth Rate | 3.1% | 0.7% | +2.4% |
| Churn Rate | 9.2% | 5.2% | +4.0% |
| Net Growth | -3.1% | -3.7% | +0.6% |
Attendance & Engagement
| Metric | May | April |
|---|---|---|
| Avg Members / Session | 8.7 | 8.8 |
| Avg Sessions / Member | 6.2 | 6.1 |
| Active Members (check-in) | 118 | 119 |
| Visitors (check-in) | 27 | 25 |
| Demographics | 72.2% Male / 27.3% Female | 72.2% Male / 27.5% Female |
Active Members — 15-Month Trend
New Members per Month
Growth vs Churn Rate
Acquisition & Marketing
Leads (May)
49
▲ vs 23 in Apr
Trials (May)
14
▼ vs 16 in Apr
Conversions (May)
4
▲ vs 1 in Apr
Conversion Rate
8.2%
4 / 49 leads (vs 4.3% Apr)
Acquisition Funnel by Channel
| Channel | Leads | Trials | Conversions | Churned |
|---|---|---|---|---|
| Website | 39 | 0 | 0 | 0 |
| Referral | 2 | 5 | 2 | 0 |
| Physical Location | 1 | 2 | 1 | 0 |
| Google Maps | 2 | 1 | 1 | 0 |
| Cascao Affiliate | 0 | 3 | 0 | 0 |
| Other | 0 | 2 | 0 | 0 |
| School | 0 | 1 | 0 | 0 |
| (Unattributed) | 5 | 0 | 0 | 0 |
| Total | 49 | 14 | 4 | 0 |
Acquisition Funnel
Conversions by Channel
Google Business Profile (March 2026 — Apr–May pending)
746
Profile Views
215
Interactions
136
Website Clicks
73
Direction Requests
6
Phone Calls
105
Search Appearances
How People Find AE UNLTD
| Platform | Views | % |
|---|---|---|
| Google Search — Mobile | 315 | 42% |
| Google Maps — Mobile | 214 | 29% |
| Google Search — Desktop | 179 | 24% |
| Google Maps — Desktop | 38 | 5% |
| Total | 746 | 100% |
Top Search Terms
| Search Term | Count |
|---|---|
| jiu jitsu henderson nv | 30 |
| ae unltd jiu jitsu, south water street, henderson, nv | 26 |
| jiu jitsu | 25 |
| gym | 24 |
| 585 college drive, henderson, nv | <15 |
Point of Sale
POS Revenue (May)
$1,476
▲ +125.7% from Apr ($654)
Cost of Goods
$2,530
▲ +51.7% from Apr ($1,668)
Net Profit
-$1,054
▼ Continued apparel restock build
Items Sold
~46
▲ vs ~32 in Apr
Top Products
| Product | Qty | Revenue | COG | Margin |
|---|---|---|---|---|
| Gis (Adult + Kids) | ~8 | $635 | — | — |
| No-Gi Shorts & Skorts | ~12 | $385 | — | — |
| Rashguards | ~9 | $300 | — | — |
| Soap (Armbar) | 4 | $61 | — | — |
| T-Shirts | 2 | $25 | — | — |
| Mouthguards | 1 | $15 | — | — |
| Drinks (Celsius/Water) | 7 | $14 | — | — |
| Other (Memorial Day, tape, legacy) | ~3 | $41 | — | — |
| Total | ~46 | $1,476 | $2,530 (incl. restock) | -$1,054 |
POS Revenue — 15-Month Trend
Balance Sheet & Stripe
Balance Sheet Summary
| Account | May 31, 2026 |
|---|---|
| Assets | |
| Business Checking | $8,884 |
| Business Savings | $10,040 |
| Total Assets | $18,924 |
| . | |
| Liabilities | |
| WF Signify Business Card | $0 |
| Total Liabilities | $0 |
| . | |
| Equity | |
| Net Equity (Assets − Liabilities) | $18,924 |
| Total Equity | $18,924 |
| . | |
| Total Liabilities + Equity | $18,924 |
Stripe Account
| May | |
|---|---|
| Starting Balance | $258 |
| Gross Charges | $14,549 |
| Processing Fees | -$422 |
| Net Activity | $14,128 |
| Total Payouts | -$14,166 |
| Ending Balance | $220 |
Liabilities & Obligations
Business Line of Credit
A/C Replacement Units
$4,717
Now ~$2,350/mo (Capital One freed) | payoff ~Jul '26
$4,717 remaining (May)~$10,000 original
Owner Investment Reimbursement
Joe Guarino — Startup Capital
$23,564
$500/month (started Feb 2026) | $23,064 entering Jul
$23,564 remaining$50,000 original
Startup Credit Card
Capital One Spark
$0
Paid off May 2026 — $1,329 final payment
$0 remaining$4,458 original
Liability Paydown Projection
Key Notes & Observations
Revenue up 2.7%, but net income compressed by one-time builds: Gross revenue rose to $14,518 (+2.7% MoM) as POS rebounded hard. Net income fell to $2,862 from $5,087 — not an operating problem but two one-time items landing in the same month: the apparel restock (COGS $2,530) and an A/C repair (~$1,256 in Repairs). Net of those, the month was steady.
Total liquid hit a new high — and moved into reserves: Cash across checking + savings + Stripe reached $19,144 (+5.1% MoM), the most the business has ever held. WF Checking reads $8,884 (down from $12,352), but only because $5,000 was deliberately swept into the "Rainy Day" savings account, which doubled to $10,040. The cash wasn't spent down — it was reallocated to reserves.
Two debts cleared in May: Capital One Spark was paid off in full ($1,329 final payment → $0) and the WF Signify business card was brought to $0. With Capital One gone, roughly $2,350/month now redirects to the A/C line of credit (BusinessLine), on track for payoff around July.
Membership eased to 127 on a freeze→cancel cleanup: Active members moved 130 → 127. The 9.2% churn looks elevated, but it's inflated by a one-time cleanup of long-dormant accounts — Frozen dropped 12 → 9 and cancellations rose by 12 as stale freezes were formally closed out. Active count only slipped by 3, so day-to-day retention held; this is data hygiene, not a churn cliff. Summer freeze season is also beginning.
Acquisition funnel widened and converted better: 49 leads → 14 trials → 4 conversions (8.2% conversion rate — the strongest in months, up from April's 4.3%). Website still dominated lead volume (39 of 49) with 0 conversions, so the website-leads-don't-convert pattern persists; the wins came from referrals (2) plus a walk-in and a Google-Maps lead.
POS rebounded as the gear order landed: POS revenue jumped to $1,476 (+126% MoM) once the apparel restock arrived — rashguards, no-gi shorts, skorts and gis led the mix. COGS of $2,530 reflects continued inventory build, so POS net reads -$1,054, but that's timing, not demand. Sell-through of the new stock should turn POS net positive as inventory normalizes.
Full Monthly History
| Month | Gross Rev | Memberships | POS | Active | New | Churn % | Net % | Rev/Member |
|---|---|---|---|---|---|---|---|---|
| 2025 | ||||||||
| Jan | $18,972 | $18,246 | $689 | 106 | 6 | 8.5% | 0% | $179 |
| Feb | $15,245 | $14,873 | $596 | 107 | 6 | 40.6% | 0.9% | $142 |
| Mar | $17,627 | $16,747 | $894 | 106 | 7 | 5.6% | -0.9% | $166 |
| Apr | $15,570 | $15,165 | $514 | 101 | 8 | 17.9% | -4.7% | $154 |
| May | $13,939 | $13,328 | $559 | 89 | 7 | 22.8% | -11.9% | $157 |
| Jun | $12,017 | $11,251 | $707 | 92 | 12 | 9.0% | 3.4% | $131 |
| Jul | $11,153 | $9,748 | $905 | 101 | 16 | 19.6% | 9.8% | $110 |
| Aug | $12,164 | $11,247 | $848 | 104 | 7 | 11.9% | 3.0% | $117 |
| Sep | $11,818 | $10,848 | $651 | 106 | 2 | 1.0% | 1.9% | $111 |
| Oct | $12,857 | $12,474 | $490 | 109 | 5 | 2.8% | 2.8% | $118 |
| Nov | $13,876 | $12,308 | $1,071 | 109 | 9 | 19.3% | 0% | $127 |
| Dec | $11,470 | $10,444 | $676 | 123 | 19 | 3.7% | 12.8% | $93 |
| 2026 | ||||||||
| Jan | $14,698 | $12,976 | $1,377 | 131 | 16 | 5.6% | 4.8% | $112 |
| Feb | $14,141 | $13,146 | $588 | 133 | 7 | 3.8% | 1.5% | $106 |
| Mar | $16,144 | $14,462 | $1,165 | 134 | 5 | 1.5% | 0.8% | $120 |
| Apr | $14,131 | $13,421 | $654 | 130 | 1 | 5.2% | -3.7% | $109 |
| May | $14,518 | $12,920 | $1,476 | 127 | 4 | 9.2% | -3.1% | $114 |