• Mystery Shopping your Customer Experience

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    Updated: 14th April, 2025 | Created: 8th February, 2024
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    The anticipation is over, and the curtains have finally been drawn to reveal the most awaited treasure trove of insights – our 2023 Health and Fitness Industry Benchmark Report. With over 45,000 pieces of data meticulously gathered from mystery shops conducted throughout the year, this report is your exclusive backstage pass to the inner workings of the health and fitness industry.

    “This report provides the health and fitness industry with a wealth of information that can be used to target areas for improvement. By delivering a better quality and more consistent end-to-end member journey, retention rates will improve and member numbers will grow. Every brand in this sector has something they can learn from this report” – Jill Spencer, Director of Business Intelligence 

    Whether you’re a gym owner, a fitness professional, or simply passionate about leading a healthy lifestyle, this report is your golden ticket to understanding the pulse of the industry. We’ve left no stone unturned, delving deep into the nuances that shape the landscape of health and fitness in 2023.

    What to Expect:
    1. Comprehensive Analysis: Our report goes beyond surface-level observations. It provides a comprehensive analysis of the data collected, offering a 360-degree view of the industry’s performance, trends, and challenges.
    2. Key Performance Indicators (KPIs): Dive into the key metrics that matter. From customer satisfaction to facility cleanliness, our benchmark report identifies the KPIs that can make or break a health and fitness business.
    3. Consumer Perspectives: Gain valuable insights into what customers truly want. Understand their preferences, expectations, and the factors that drive their loyalty to health and fitness establishments.
    4. Emerging Trends: Stay ahead of the curve by discovering the latest trends shaping the industry. Whether it’s innovative fitness classes, cutting-edge technology, or unique customer engagement strategies, our report highlights the trends that are making waves.

    “I am so excited to share all of the insights we have collected with our clients over the past 12 months, I love seeing the improvements year on year. 55% of operators are now conducting a follow up call, this was only at 28% back in 2017, so whilst, we still have a long way to go, we’ve made great progress.” – Chloe Kinch, Director of Client Success

    Why You Can’t Afford to Miss It:
    1. Strategic Planning: For industry professionals, our benchmark report is a strategic planning tool. Leverage the data-driven insights to fine-tune your business strategies, enhance customer experiences, and stay ahead of competitors.
    2. Benchmark Against the Best: Compare your business’s performance against industry benchmarks. Identify areas of improvement and capitalize on your strengths to stand out in the crowded health and fitness market.
    3. Educational Resource: Whether you’re a seasoned industry veteran or a newcomer, the report serves as an educational resource. Learn from successful businesses, understand market dynamics, and discover opportunities for growth.

    “Today’s consumer expects more; every interaction must be in line with the brand promise and potential/current customers react badly when the company fails to deliver. They will take their pound elsewhere and there are plenty of new faces with shiny new products making great offers.” – David Hopkins, Founder & Managing Director 

    The 2023 Health and Fitness Industry Benchmark Report is not just a document; it’s a roadmap to success in the health and fitness sector.

    Don’t miss out on the chance to elevate your business, make informed decisions, and lead the charge in shaping the future of the industry.

    Get my copy!


    David Hopkins

    David Hopkins

    Managing Director at Proinsight Mystery Shopping

    David has a long history in the business of doing good business. In 2008, he co-founded Proleisure, a leisure consulting company, where he identified a growing need for deeper customer insights across the industry. This led to the launch of Proinsight Mystery Shopping in 2014, with a vision to provide businesses with the valuable data needed to enhance customer experience.

    Now, as we approach our 10th year, Proinsight has become a leading provider of specialist mystery shopping, auditing, and research programs, serving a diverse range of sectors across the UK including real estate, fitness, retail, hospitality, and so many more. We remain committed to helping our clients achieve excellence and drive meaningful improvements in their businesses.

    David is deeply committed to enhancing customer service across all industries. His passion lies in providing valuable mystery shopping insights that empower clients to take actionable steps towards improvement. By delivering these insights directly, David helps businesses create effective strategies to elevate their customer experience and drive meaningful change.


    Chloe Kinch

    Chloe Kinch

    Director of Client Success at Proinsight Mystery Shopping

    Chloe joined Proinsight Mystery Shopping as an Account Manager in 2017. Prior to her role at Proinsight, she served as National Sales Manager at Parkwood Leisure, where she gained extensive experience in exceeding customer expectations and developed a deep understanding of the leisure industry.

    Chloe quickly advanced within Proinsight, progressing from Account Manager in 2017 to Head of Client Success in 2020, and ultimately to Director of Client Success and shareholder in 2022. In her current role, she leads client relationships with prestigious brands such as David Lloyd, Dyson, and Apple. Chloe is responsible for designing bespoke mystery shopping programs tailored to each client's specific needs, aimed at enhancing customer service and optimising sales processes across various industries, including real estate, hospitality, retail, leisure, and more.


    Lucy Winn

    Lucy Winn

    Brand and Communications Manager at Proinsight Mystery Shopping

    After graduating with a degree in Marketing from the University of Westminster, Lucy successfully grew and scaled her own e-commerce womenswear clothing business over a span of four years, expanding into international retail markets including Japan, the US, and France. With extensive expertise in brand development and digital communications, Lucy has driven commercial growth through strategic initiatives like influencer marketing, digital campaign management, and both online and offline retail expansion.

    In July 2024, she joined Proinsight Mystery Shopping as Brand and Communications Manager, where she leads the strategy and management of all digital platforms, including the website and social media, with a focus on driving shopper sign-ups and generating client leads. Additionally, she oversees event management for both internal company days and major external summits like Connect CX. At these events, we emphasise the critical importance of exceptional customer service across various industries, positioning it as a cornerstone of a brand’s overall UX strategy.


    Robert Brocklesby

    Robert Brocklesby

    Senior Client Success Manager

    Robert is a Senior Client Success Manager at Proinsight, bringing over 20 years of consultancy and industry experience in customer service measurement and development. Throughout his career, he has led numerous high-impact projects for well-known clients across the UK, spanning a wide range of sectors. His work has consistently driven significant improvements in customer experience and contributed to sustainable, profitable growth.

    Robert recognises that each client is unique. He designs tailored Mystery Shopping programmes to monitor, enhance, and elevate the customer journey, aligning with each organisation’s specific goals. In addition to his consultancy work, Robert is a qualified teacher and regularly delivers customer service workshops. These sessions focus on identifying key strengths and uncovering areas for development, empowering frontline teams to drive continuous improvement.


    Deborah Jones

    Deborah Jones

    Senior Client Success Manager at Proinsight Mystery Shopping

    Debs has spent the last 25 years working in the health and fitness, hospitality, leisure, and childcare industries, holding senior management and consultancy roles. She has also enjoyed some backpacking and travel adventures along the way! In her spare time, she loves all things health and wellness, spending time with friends and family, and hiking with her lovely dog!