5 Simple Ways to Increase Customer Feedback in Your Leisure Centre
One of the questions we hear most from leisure operators is:
“How do we get more members to leave feedback?”
You can have the best survey in the world, but if nobody completes it, you’re missing valuable insight into what your members are really thinking.
The good news? Getting more feedback doesn’t necessarily mean sending more emails or creating longer surveys.
Often, it’s about making feedback part of everyday conversations.
Your Team Is Your Biggest Opportunity
Every day, your colleagues interact with hundreds of members across your facility.
Reception teams greet members as they arrive and say goodbye as they leave. Fitness instructors check in throughout their shift in the gym. Group exercise instructors finish classes full of energy. Café staff chat with customers over a coffee.
Each of these moments is an opportunity to ask one simple question.
It only takes around 30 seconds.
“Hope you enjoyed your visit today! If you’ve got a moment, we’d really appreciate your feedback. Just scan this QR code or use the link on our website.”
It isn’t about putting pressure on members or having long conversations. It’s simply about reminding people that their opinion matters.
Make Feedback Easy
Members are far more likely to leave feedback if it’s quick and convenient.
Some simple ways to encourage more responses include:
- Display QR codes at reception, in changing rooms and around the gym.
- Ask reception staff to mention feedback as members leave the building.
- Encourage group exercise instructors to ask for feedback at the end of class.
- Include feedback links on your website and in member emails.
- Promote feedback in your café or social spaces where members have a spare moment.
None of these take much extra time, but together they can make a significant difference to your response rates.
Explain Why Feedback Matters
People are much more likely to give feedback if they understand why you’re asking.
Rather than simply saying, “Can you fill in our survey?”, explain that you’re always looking to improve the member experience and that every response helps shape future decisions.
When members know they’re helping improve their local leisure centre, they’re often much happier to spend a minute sharing their thoughts.
Use Your Data to Drive Improvements
Collecting feedback is only worthwhile if you use it.
At Active-Insight, our data shows that over 90% of members told us that friendly staff and cleanliness are among the most important factors when choosing and continuing to visit their local leisure centre.
That’s a powerful insight.
If your feedback starts highlighting concerns around either of these areas, you’ve identified an opportunity to make improvements before member dissatisfaction turns into cancellations.
Likewise, positive feedback gives you the chance to recognise staff who consistently deliver fantastic customer experiences.
Every Response Counts
Not every member will leave feedback, but the aim isn’t to achieve a 100% response rate. It’s to build a culture where asking for feedback becomes part of everyday service.
Those small conversations soon add up to valuable insight, helping you understand your members better, identify trends earlier and make informed decisions with confidence.
Ultimately, the more you understand your members, the better equipped you are to create experiences that keep them coming back.
Sometimes, getting more feedback isn’t about changing your survey at all.
It’s simply about asking for it.
Article by Marianna Kirton – Client Success Manager
