• Mystery Shopping your Customer Experience

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    Updated: 15th April, 2025 | Created: 25th April, 2022
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    Proinsight: The Leading Mystery Shopping Provider For The Health And Fitness Sector

     

    At Proinsight, we have experience working with businesses across a range of different industry sectors. We have carried out everything from retail audits to care home audits and our team of mystery shoppers have provided honest and constructive feedback about various interactions they have had with different businesses.

     

    One industry in particular that we have helped to improve customer experience over the years is the health and fitness sector. We have worked closely with industry giants like David Lloyd, Snap Fitness and Anytime Fitness, helping them stay competitive during this exciting period of growth in the fitness industry as more and more people invest in gym memberships. We are also a key partner in the UKActive awards, so we truly understand what is important to provide an outstanding user experience in this sector.

     

    How Proinsight can help businesses in the health and fitness sector

     

    In addition to offering traditional face-to-face mystery shop audits, which are one-off interactions with your business, we also offer member journey research services as well. This type of mystery shop is particularly advantageous for the health and fitness sector as many consumers investing in this sector will have numerous interactions with the same business.

     

    As the name suggests, member journey research involves auditing the whole customer journey and mystery shoppers will build a long-term relationship with a business. For example, a mystery shopper will join a gym and use their membership for a predetermined number of months before feeding back about their whole experience. They will provide detailed feedback about all aspects of their membership, the facilities and services offered, and also the interactions they have with members of staff. Their insight will be invaluable and it will help businesses understand what it is like to be a loyal member at their gym.

     

    Not only do we know how to get under the skin of businesses in the health and fitness sector, and provide them with an insight into their customer journey, but we also know what to do with the feedback provided by mystery shop audits. We can take the knowledge gained and help you boost your business growth, ensuring you have a good ROI on mystery shopping.

     

    The benefits of mystery shopping for gyms and health clubs

     

    Conducting mystery shopping is something that businesses across all industry sectors should do, but it is particularly useful for industries like the health and fitness sector that rely on consumers to pay a monthly membership. It is crucial in this industry to continuously deliver exceptional customer service otherwise you risk losing members. When your business needs members to return month after month in order to be profitable, mystery shop audits aren’t something that should be overlooked.

     

    By enlisting the help of the Proinsight team, you can make sure your members are satisfied with the overall experience you provide and they’re happy to continue paying for their membership. What’s more, by using services such as telephone mystery shop audits and social media mystery shop audits, you can ensure you’re doing all you can to attract new members too and that you’re making sure no part of your customer journey is letting you down. Ultimately, working alongside a mystery shopping company is a brilliant way to ensure your business remains successful, competitive, profitable and future-fit.

     

    Finding out more about mystery shop audits

     

    If your business falls into the health and fitness sector, and you think that mystery shop audits might be beneficial, be sure to get in touch with the Proinsight team today. We will be happy to answer any questions you may have and we can provide you with the additional information you require about the mystery shopping process. On our website, you will also find more information about the customer experience and why it is so important.

     

    When it comes to choosing a mystery shopping provider, we can assure you that you will be in the very best hands when you turn to Proinsight. Our management team have held senior positions in David Lloyd, GLL, Parkwood, Everyone Active and Anytime Fitness, putting us in the best position to understand how you can improve your customer experience. Our mystery shop audits can be conducted in line with your unique requirements too and we will work closely with you to help you achieve your individual goals. We always create bespoke packages for our clients and you will be investing in the very best when you choose us to be your provider.


    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!