• Mystery Shopping your Customer Experience

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    Updated: 21st January, 2022 | Created: 17th August, 2021

    When you own a business, it goes without saying that you will always want to ensure that you’re providing the best possible user experience to your members. However, as your members’ needs and wants change over time, it can sometimes be difficult to continue providing the high standard of customer experience that you’re striving for. Thankfully, mystery shopping companies have a number of services that can greatly benefit you in this regard.  

     

    Mystery shopping is frequently used in the health and fitness industry, and the services provided by these expert companies can help you to improve business-critical areas, such as employee engagement and customer satisfaction. If you’re wondering what leisure centre mystery shopper services are available to you and which are most beneficial to use, below we have looked into some of the different ways experienced mystery shopping companies can help you.  

     

    Video mystery shopping 

     

    This leisure centre mystery shopper service isn’t too dissimilar from standard face-to-face mystery shopping, but it provides you with the best possible insight into how well your team is doing. Video mystery shopping is perfect for any businesses that have a lot of customer interaction and it can greatly benefit your leisure centre in so many different ways.  

     

    As the name of this particular service suggests, a mystery shopper will wear state-of-the-art recording equipment and record their whole experience at your leisure centre. The video content provided by this service won’t just help you to establish where changes need to be made, but it even allows employees to see for themselves what they’re doing well and how they can improve, and it can be a hugely valuable training tool as well. 

     

    Member journey research 

     

    Arguably, this is one of the best leisure centre mystery shopper services available and it is very different from how traditional mystery shoppers work. Member journey research is designed to help you better understand the long-term relationship between your leisure centre and its members, which is sometimes more beneficial than the quick interactions of other services.  

     

    Simply put, when undertaking member journey research, a mystery shopper will become a member of your leisure centre for a predefined period of time and they will behave like any other member, using all of the services your centre provides. A mystery shopper will then feedback on all aspects of their membership, giving you an insight into your user experience in a whole new way. This service really will provide you with invaluable information about your leisure centre.  

     

    Competitor shops  

     

    Due to the fact that the number of leisure centres prospective members have to choose from is on the increase, a competitor shop service can be incredibly advantageous. This leisure centre mystery shopper service is fairly self-explanatory and it involves mystery shoppers going into competitor centres and interacting with their employees.  

     

    This particular service is very useful when you’re losing members to another local leisure centre and it will give you a much better idea of what makes another centre appealing to members. By knowing what other leisure centres are doing well, and also what they’re not so great at, you can begin to understand what sets you apart from your competitors and what you can improve on to make your centre stand out for all of the right reasons.  

     

    Using leisure centre mystery shopper services  

     

    All in all, there is no denying that when you’re wanting to improve the user experience you provide at your leisure centre, all of the mystery shopping services mentioned above can be incredibly beneficial to use. It is easy to see why so many businesses within the health and fitness industry turn to mystery shoppers nowadays and if you’ve never used services of this kind before then they are undoubtedly worthwhile trying.  

     

    Whenever you’re looking for leisure centre mystery shopping services, be sure to contact us here at Proinsight. We are in the best possible place to understand what makes a great user experience in this industry as our management team have all held senior positions in David Lloyd, Everyone Active and Anytime Fitness. You can turn to us in confidence knowing that your leisure centre will be in the best hands with our incredibly experienced team and we will do all we can to help you improve your centre for your members. We look forward to hearing from you. 

     

     

     


    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.