• Mystery Shopping your Customer Experience

    • 0
    Shopping basket
    Updated: 14th April, 2025 | Created: 6th March, 2024
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    In the dynamic world of fitness and hospitality, creating exceptional customer experiences is a key factor in attracting and retaining clients. Village Health & Wellness Club, a prominent player in the industry, recognized the significance of understanding their customer interactions early on.  

    Early Adoption and Enduring Partnership 

    Village Gyms first became aware of Proinsight through a commitment to staying ahead of the curve.  

    Anthony Heskins, National Sales & New Openings Manager of Village Gyms, explains, “Village has been an early adopter and long-standing partner of Proinsight, seeing the tremendous value a high-quality mystery program holds.”  

    This proactive approach allowed Village Gyms to glean insights into customer experiences that traditional feedback channels might miss. 

    Shaping Strategies with Invaluable Insights 

    The partnership between Village Gyms and Proinsight goes beyond just gathering data. The insights provided by Proinsight’s mystery shopping services have directly influenced strategies and improvements implemented at Village Gyms. 

    By analyzing both objective and subjective information gathered during mystery shops, Village Gyms identified common trends across the group. These findings became the foundation for strategic adjustments, ensuring a more seamless customer journey from inquiry to membership. 

    “The insight we’ve received into a customer’s experience of our enquiry handling process has been used to shape our sales and new member strategy.” 

    Integrating Feedback into Operations 

    For Village Gyms, the feedback loop with Proinsight’s mystery shopping services is not a one-time event but an integral part of their ongoing operations. The mystery shop program is seamlessly integrated into their monthly strategy, with each period focusing on different aspects of the enquiry and new member processes. 

    This ongoing assessment allows Village Gyms to rank the performance of their clubs, creating a culture of continuous improvement. The clubs are incentivized to maintain strong adherence to brand standards, fostering a commitment to delivering top-notch customer experiences. 

    Adapting to Growth and Change 

    With Village Gyms experiencing growth, Proinsight’s mystery shopping service has seamlessly adapted to meet the needs of new locations and expanded services. The program has not only expanded geographically but has also increased in frequency and level of detail, showcasing the flexibility and scalability of Proinsight’s services. 

    Envisioning the Future 

    Looking ahead, Village envisions an evolving role for mystery shopping services in the future growth and development of Village Gyms. As the industry moves towards increased use of AI, the focus will shift to understanding the impact of these changes on the customer’s experience throughout various stages of the sales and new member journey. 

     

    Proinsight’s commitment to staying at the forefront of technological advancements aligns perfectly with Village Gyms’ forward-thinking approach. Together, they are poised to navigate the evolving landscape of customer interactions and ensure that each visit to a Village Gym is not just a workout but an exceptional experience. 

    Meet Village Gyms’ Account Manager, Chloe…

    Chloe joined us as an Account Manager in August 2017. Prior to Proinsight, Chloe had worked as National Sales Manager for Parkwood Leisure and has vast experience in the leisure industry. She will be responsible for looking after many of our clients and helping them get the most out of their mystery shopping programmes. Her infectious laugh and quiet wit keep the office staff alive with anticipation.

    Connect with Chloe on LinkedIn

    Do you want a Mystery shopping program like Village Gym's?

    Get started today by clicking the button below!

    Click here to get started


    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!