Leisure industry mystery shopping and research specialist Proinsight has recruited Oliver Matthews to help drive the business forward as director of operations.

Matthews has 13 years’ experience of leisure and hospitality management. He will focus his expertise in customer service and data analysis to streamline internal processes, integrate a brand new technology platform and grow the Proinsight research arm.

“I'm thrilled to join managing director David Hopkins and the team at Proinsight Research at this exciting time in the company’s journey,” said Matthews.

“We are gaining momentum, our vision is clear, and our evolving and unique consumer insight service will become more and more indispensable to businesses who want to gain a competitive advantage fast.”

The business, which was formed in 2010, offers bespoke mystery shopping, benchmarking and research services. It received a welcome investment boost last year when industry veterans Andy Kay and Mhairi FitzPatrick backed Proinsight through their leisure-focused funding venture Socius Investing.