Last week, I posted on LinkedIn about a fitness franchise client that has seen some excellent results with mystery shopping over the last 12 months.
This was one of those social media posts that I call a “stealth” post. It was stealth because it didn’t get a lot of engagement on the actual post, but in less than 24 hours, I had three new potential clients reach out after seeing what this client has achieved. So, just in case you missed that LinkedIn post, here’s the download….
We have a fitness franchise client (who has chosen to remain anonymous) who started mystery shopping with us in October 2023. They recognised that their sales conversion rates were too low, specifically their prospect to converted sale was (on average) 23%.
This fitness franchise client decided to mystery shop every club once a week for 12 weeks.
For the first round of mystery shops, their mystery shopping results were on average 32%.
Every week we mystery-shopped every club. And every week, this franchise fitness client gave the team feedback and coaching.
By the end of the 12 weeks, their conversion rates (on average) were 51%.
By the 12th week, their mystery shopping results were (on average) 83%.
After these initial 12 weeks, we pulled back to mystery shopping these clubs once a month. Every month, the staff continued to get the feedback and receive coaching.
Nearly 12 months after our very first round of mystery shops, their conversion rate has remained consistently high at 53%.
Their mystery shopping results on average score between 82% and 95%.
Apply some basic maths to this (using some nice easy numbers)…
- You get 100 enquiries about joining your fitness club in a month.
- Your average sale is worth $1,000 over 12 months.
- Before mystery shopping, your average new sales = $23,000 per month.
- After mystery shopping, your average new sales = $51,000 per month.
- If you annualise it, that’s $336,000 extra in revenue a year.
Does mystery shopping work?
We’ve certainly seen it work for our clients.
Of course, our clients need to be willing to consistently give feedback and coach their teams to see these kinds of results, but lucky for us, the clients who come to us are already proactive, hungry for results, and ready to act.
And these kinds of results don’t just apply to our fitness clients. We apply this same methodology to our QSR clients, who are assessing if their staff are recommending some of their awesome add-ons, and our clothing retail clients, who are assessing if their staff are proactively suggesting complementing products.
So that was the info in my stealth post, and now you have the same info in your inbox. If you’re hungry for results and ready to act, you know where to find me.
