• Mystery Shopping your Customer Experience

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    Updated: 15th April, 2025 | Created: 13th July, 2021
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

     Tens of millions of people here in the UK now have a membership for a gym or a leisure centre and it is fair to say that the fitness industry is booming. However, the increased demand for memberships has also resulted in an increase in the number of health clubs and similar facilities, so there is more competition than ever before for business owners.  

     

    Unlike other industries, the member journey in the health, fitness and wellbeing industry is vital to the success of a business and providing a positive member/customer experience is just as important as membership sales. Thankfully, if you’re trying to ensure that your leisure centre doesn’t get lost amongst the competition, a professional mystery shopping service can help to make sure that your member journey is exemplary. Below we have looked into some of the different ways a leisure centre mystery shopper can help.  

     

    Initial contact with your leisure centre 

     

    The very first interaction a potential member has with your leisure centre is arguably one of the most important and it is absolutely essential to ensure that you’re giving off the best possible first impression. Whether someone asks a question via your social media channels or over the phone, it is key to make a positive connection with them and persuade them to join your centre.  

    Google Reviews

    A mystery shopper will contact you in the same way any other member would and provide you with feedback regarding their initial experience with your business. This feedback can then help you to make the most of every interaction you have with potential members in the future.  

     

    Signing up for a membership 

     

    Many members will visit a leisure centre to carry out any required paperwork to become a member and this face-to-face interaction is incredibly important to start the relationship on the right foot. Ensuring that a new member is acknowledged and listened to and that they’re provided with a membership that suits their needs is essential to them signing up.  

     

    A mystery shopper will be able to explain to you first hand what went well with their face-to-face experience at your leisure centre and what needs improvement. You will then be able to ensure that you’re not losing out on any membership opportunities at this critical stage.  

     

    First time using the membership  

     

    Once a member has paid for the use of your leisure centre, they will be expecting it to deliver in every way that you previously promised. Their first experience after the membership sale has been made needs to be everything they hoped it would be and if it isn’t you run the risk of complaints being made and potentially even refunds being demanded.  

     

    A mystery shopper will use the membership at your leisure centre and behave like a normal member using all the features and benefits. The feedback that they provide about your centre, in general, will then give you a useful insight into what all other members experience.  

     

    Trying different aspects of the membership 

     

    Every experience that a member has at your leisure centre is just as important as their first and this is key to customer satisfaction. All of the services that you provide should be equally as good as one another too, preventing any areas of your business from letting you down and potentially damaging your long-term relationships with your members.  

     

    A mystery shopper will continue to use your leisure centre for a predefined period of time assessing each and every visit and feeding back on all aspects of the membership. This enables you to ensure that every member has a seamless continued experience at your centre. 

     

    Working with a leisure centre mystery shopper 

     

    All in all, there is no denying that a leisure centre mystery shopper can be invaluable to you and they really can help you to improve every single stage of your member journey. Even if you’ve never considered working with a mystery shopping company before, it is definitely worthwhile looking into the services that they offer in more detail and you can almost guarantee that they will have a positive impact on your member satisfaction.  

     

    To find out more about how a leisure centre mystery shopper can help, feel free to contact us here at Proinsight. We have worked with many of the major health and fitness operators here in the UK including Snap Fitness, David Lloyd and Link4Life, and we will gladly discuss relevant mystery shopping services with you in more detail. Whether you own a leisure centre, health club, gym, fitness club or health spa, we are the best company to turn to for mystery shoppers and we can help you to significantly improve your member journey.  

     


    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!