• Mystery Shopping your Customer Experience

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    Updated: 15th April, 2025 | Created: 17th January, 2022
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    The health, fitness and wellbeing industry continues to grow year on year and it really is one of the most thriving industries. Not only do millions of people in the UK have a membership to a leisure centre or a gym, but there are more new health clubs and similar facilities opening than ever before, so the industry is incredibly competitive.  

     

    When you operate a leisure centre, working with a mystery shopping company can be really beneficial and their services, from face-to-face mystery shopping to member journey research, can help you ensure that you continue to stand out from the competition. A mystery shopper can give you a useful insight into various aspects of your business and mystery shopping programmes are more useful than you may initially realise. After a mystery shop, you will receive honest and constructive feedback about things such as;  

     

    The quality of your services  

     

    Not only will leisure centre mystery shoppers provide you with an insight into the quality of your customer service, but they will also provide feedback on the quality of the different services you offer at your leisure centre. Whether you only have a swimming pool and a gym at your centre or you also offer a range of fitness classes, learning more about these services from a customer’s point of view can be very advantageous.  

     

    The member journey in the health, fitness and wellbeing industry is vital to your success and when your services don’t disappoint, you can prevent members from moving to your competitors. This is particularly important as we head into the new year as the fitness industry always experiences increased interest throughout January.  

     

    The cleanliness of your centre  

     

    Whilst they’re visiting your leisure centre, mystery shoppers will also be looking at the centre itself and they will bring to your attention any problems with things such as cleanliness. When your leisure centre isn’t up to standard in this regard, it will be affecting customer satisfaction and likely result in members cancelling their membership. With the help of a leisure centre mystery shopper, you can ensure no part of your member experience is letting you down.  

     

    The approachability of your team  

     

    As touched on above, mystery shopping provides an insight into your customer service and it is essential to ensure that your team is providing great customer service to all members. The feedback from a leisure centre mystery shopper will be inclusive of how friendly, helpful and approachable your team is, and they will offer an insight into every interaction they have with your centre. Using this feedback, you can ensure that you’re providing a positive experience across the board, after all, member experience is just as important as membership sales. 

     

    The safety of your equipment 

     

    Leisure centre mystery shoppers will use your leisure centre just like any other member and they will experience everything that you have to offer. Whilst participating in fitness classes or using your gym equipment, for example, mystery shoppers will highlight any problems that you might not previously know about, enabling you to make any required improvements. Mystery shopping isn’t just about ensuring customer satisfaction it’s about ensuring member safety too.  

     

    Working with a leisure centre mystery shopper 

     

    Ultimately, working with a mystery shopping company is undeniably worthwhile when you operate a leisure centre and using a range of mystery shopping services will aid the ongoing success of your business. If you’re looking for a leisure centre mystery shopper to assist you, be sure to explore the rest of the Proinsight website today. With many years of experience behind us, we can provide you with the insights you need into all aspects of your centre.  

     

    At Proinsight, we currently mystery shop for a range of health and fitness operators here in the UK including; Snap Fitness, David Lloyd and Link4Life. You can turn to us for mystery shopping services in confidence knowing that we have the expertise required to help you get the most out of every single mystery shop. We can help you to create a bespoke mystery shopping programme that is perfect for your leisure centre and every project we deliver is unique. Should you have any questions at all about the services we provide, feel free to get in touch with our knowledgeable team today.  

     


    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!