According to the Moving Communities’ 2024 Customer Experience Survey, England’s leisure centre operators have taken on board the importance of providing top quality service and investing in the customer experience to retain members.

While research showed the Net Promoter Score (NPS) increased during the pandemic – thanks to changes in booking and upgraded cleaning regimes – a year or two afterwards the score started to drop, driven partly by a reduction in staffing levels and cleaning standards.

So it’s heartening to see that in 2024, NPS is on the rise again – up 10 points compared with 2023.

While some of this uplift can be attributed to a post-COVID stabilisation, it also represents a significant enhancement in member satisfaction and loyalty, driven by several key factors.

A Data-driven approach
Our research highlights that one factor contributing to this NPS growth is the renewed investment in customer experience training. As local authorities and community-owned facilities strive to attract and retain members, they’re increasingly recognising the importance of providing exceptional service.

By prioritising staff training to enhance interpersonal skills and engagement, these centres are cultivating a welcoming and supportive environment that elevates satisfaction.

Many operators are also adopting a data-driven approach to understand their members better. Public sector leisure centres are increasingly analysing feedback and utilising various relevant metrics to identify specific areas for improvement, such as facility cleanliness, equipment availability and the quality of classes.

The changing landscape of consumer preferences is also playing a significant role in this positive trend. The rise of alternative fitness options, such as open water swimming – which we’ve recently researched (see left) and outdoor fitness classes, reflects a growing desire for varied and inclusive health activities. Many consumers are seeking unique experiences rather than sticking with traditional gym routines. Operators who expand their offerings to include these alternatives are likely to engage a broader audience and further increase satisfaction and loyalty.

Medical support
Notably, our insights indicate that patrons who regularly engage with public leisure centres are more likely to view them as sources of medical support, using facilities for physical activity as preventative health measures, rather than relying solely on traditional healthcare routes. This emerging trend highlights a vital opportunity for public sector leisure centres to position themselves at the intersection of health and fitness, serving as key facilitators for community wellbeing.

In conclusion, the upward trend in the NPS of the UK’s health and fitness sectors, especially within public leisure centres, underscores the need for operators to prioritise the design and delivery of high-quality customer experiences, as well as measure the experience and use the data for actionable insights. By understanding their members’ needs and adapting accordingly, these centres will be able to sustain this positive momentum in NPS as well as contribute to the broader aim of increasing community engagement in physical activity across the UK.