Mystery shopper business Proinsight Research has merged with ReactCX, a customer experience measurement and market research specialist.

Proinsight, which counts David Lloyd Leisure, Anytime Fitness, 9 Round and Everyone Active among its leisure industry clients, works with gym and health club operators to improve customer service and member and staff retention.

The deal will see the ReactCX team, including director Jill Spencer and the company’s portfolio, merge into Proinsight with all clients remaining with their account teams.

“The onboarding of ReactCX is instrumental to the development of our business,” said Proinsight MD, David Hopkins. “Proinsight is a progressive company with growth ambitions. All our decisions are driven by a central mission to enhance the services and experiences we provide to our clients and to reinforce our company’s standing in the market.”

Hopkins founded Proinsight in 2014 and now manages a network of around 40,000 mystery shoppers in the UK.

“Our mystery members are helping drive our adherence to all our initiatives, and more recently helping contribute to a reduction in attrition, which we moved from 37 to 32 per cent over the last few years,” said Mia Manson-Bishop, membership experience director at David Lloyd Leisure.

ReactCX was established in 1994 and, like Proinsight, is a member of the Mystery Shopping Professionals Association (MSPA) Europe/Africa.

“This is an extremely positive move for everyone associated with Proinsight and ReactCX, enabling growth and development beyond our individual capabilities,” said Spencer. “I'll continue to play an active role in the day-to-day management of the operation and also maintain an influence on the strategic direction of the business, working alongside the other Proinsight board members.”