• Mystery Shopping your Customer Experience

    • 0
    Shopping basket
    Updated: 15th April, 2025 | Created: 3rd December, 2020
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    How have virtual exercise classes developed since Lockdown 1.0?

    The Mystery Shop Process

    During Lockdown 1.0, we gave you insights on how the fitness industry pivoted to online classes overnight and who did it best. Well… you’ll be pleased to know the Proinsight team were once again the fitness fanatics throughout the month of November so that we could bring you ‘The Quickest Pivot in Business Part II’!

    Our aim was to establish whether operators virtual offering had changed, improved or even remained static 7 months on from their first online class and the main question we wanted answered: Were the fitness industry more prepared the second time around?!

    We were able to shop 28 of the 50 in November 2020 (LD2) to provide a good sample of how the online product has moved on. It was reassuring to see so many operators monetising their product. Our initial findings were:

    – 24% are now offering ‘members only’ virtual classes, closed to non-members

    – 28% are now selling ‘virtual subscriptions memberships. At an average cost of £16 per month.

    -14% of these offered 7, 14 or 30 day trial subscriptions with bank details to be added in order to qualify

     

    The Digital Shift

    Facebook was the most popular used platform (38%) in LD1, whereas now the majority of operators are hosting on their own website (35%) shifting towards the ‘on demand’ model. A positive shift to see organisations pushing consumers towards their own brand and embracing their own community.

    76% of classes were ‘live’ in LD1 this dropped to 42% in LD2. Unsurprisingly, the top scoring classes were those which engaged with the consumer and allowed them to become fully immersed in the class. It is no coincidence that these classes were ‘live’, where interaction is greatly improved with shout outs, technical feedback and coaching. Perhaps the move away from ‘live’ towards‘ On-Demand’ is affecting the consumer with the Fun factor dropping 11%.

     

    The Positive Uplift

    LD2 scores also showed significant uplift in the instructor offering a variety of progressions and regressions; this is a clear benefit to pre-recorded classes, allowing the coach to plan and consider the class and ‘get it right’ before it is uploaded.

    – 66% moving to 100% started and ended on time.

    – 65% moving to 78% offered a range of exercise regressions & progressions

     

    What’s Next?

    With the news we’ve all been waiting for that a vaccine is now on the way, by Spring 2021 we envision group exercises classes will start to return to full capacity levels again. So where does this leave virtual classes? Will operators continue to develop their online programmes or will we see the virtual offering eventually die out alongside Covid-19? At Proinsight, we certainly hope we can continue to deliver insights on the fitness industry’s digital offering…

    To receive the full benchmark report, simply provide your details below:


      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!