When I first started in the mystery shopping industry over 15 years ago, almost all of our clients were in hospitality. Over time, we have expanded into many other industries including financial services, higher education, retail, senior living, car washes, museums, and movie theaters. While hospitality is still a major focus, a fitness facility (gyms and health clubs) have become one of the fastest growing client groups for us.
Why do gyms use mystery shopping? Most often, it is to see how their guest experience really measures up. This can include evaluating how a new membership is sold, reviewing the sales tactics staff use, or checking the overall cleanliness and atmosphere of the facility. Mystery shopping also provides insight into amenities, equipment, staff interactions, and follow up procedures. In short, it helps gyms understand everything that shapes a member’s experience.
If you are new to fitness facility shops, here is what to expect and some tips to make the process smooth and rewarding.
Multi Step Shops
Most shops include two parts: a phone call and an in person visit, usually on the same day. The phone call tests how staff handle inquiries and explain membership options. Take detailed notes during the call because the shop form will ask which points were covered and evaluate the overall sales approach.
Straight Profit Shops
Fitness facility shops are straight profit, which means you do not spend any money during your visit. Payments usually range from $25 to $40 depending on the assignment.
Photos and Observations
Almost every shop requires photos, typically of the building exterior, the lobby, marketing materials, or signage. Take a moment before your visit to review the form so you know what to photograph and when. While on site, pay attention to details like equipment condition, cleanliness, and the overall energy of the staff. Observations like these are just as important as the photos.
Dress the Part
Wear athletic or workout clothing. You want to blend in as a potential member, not stand out as a shopper. Gyms are looking to attract new members, so anyone showing interest in joining, even if they are not fitness enthusiasts, is a qualified guest.
Proof of Visit
Since no purchase is required, you will not have a receipt. Proof of visit can usually be a brochure, a business card, or a photo of the rate sheet if those items are not available. These small details let the client know you completed the assignment.
Timing and Follow Up
Some clients want to see if staff follow up within 24 to 48 hours after the visit, which is part of their sales process. It is important to complete as much of your report as possible while waiting so the scheduler can see that most of the assignment is done.
Why These Shops Are Valuable
Fitness mystery shops are more than a way to earn extra cash. They offer real insight into what it is like to be a member. Shoppers experience the sales process firsthand, see how staff handle questions, and notice how clean, organized, and welcoming the facility is.
For gyms, these shops uncover strengths and weaknesses that surveys alone may not reveal. They also provide a way to coach staff, improve processes, and ensure a consistently excellent member experience. For more on industry standards and best practices for gyms and health clubs, visit IHRSA.
Extra Benefits for Shoppers
- Sharpen observational and communication skills
- Learn how customer service standards are applied in the fitness industry
- Gain insight into best practices for sales and membership processes
- Experience short, focused visits that are simple and low stress
Fitness facility shops are quick and easy, and best of all, a great way to make a little cash as you are never asked to put out any money on these shops. The forms are usually short and condensed and directed at very specific points of service.
If you haven’t done one of these shops and are hesitant to pick one up, please let us know and we would be happy to answer any questions you have.