How to develop a successful customer feedback strategy

Thursday 16th June 14:55 - 15:35

The Business of Physical Activity

Creating a closed feedback loop is critical to the success of any business, especially in the increasingly competitive fitness space – and is key to selling and retaining memberships. This seminar will explore when and how to ask for feedback from your members, how to measure and analyse the feedback, and what actions you should take to grow your business.


Guy Griffiths

Managing Director

GG Fit

Guy Griffiths is a leading authority on member retention. His mission is to help more people to be healthier and happier by spreading the word on member-retention initiatives that work.

GGFit provides membership data analysis, retention policy, process definition, coaching workshops, and managed member communications for private clubs, national chains, and low-cost operators. Mystery joining, recruitment, customer feedback and e-learning all complement the core offering.

Guy’s systems background means he can help people understand complex processes and programmes. He also knows what makes people tick, having trained and practiced as a successful life coach. A regular speaker at industry events, his book Stick Around has 4.9 stars on Amazon.

Paul Roberts

Managing Director


Paul Roberts is CEO and co-founder of MyCustomerLens , the always-on customer listening platform. Paul has a passion for using customer data to drive better business outcomes. Before starting MyCustomerLens, Paul worked in the UK, Australia and New Zealand helping businesses to drive customer and revenue growth. While in New Zealand Paul started working with sport and leisure clients, helping them to use feedback data to improve member acquisition and retention. MyCustomerLens was born from the realisation that AI could transform how businesses create and use customer insight.

Shelley Austin

Regional Manager

The Gym Group

Having had a 20 year love affair with the fitness sector, 3 marathons, 3 children and a number of tattoos later, I am still as passionate and excited about the work I do.

Having the fortune of working various roles within operations and supply, I have a wealth of experience to draw upon. My newest role within TGG is Regional Manager across London, Herts, Beds and Bucks. I thrive on challenge and often take myself outside of comfort to ensure self-development is achieved. I love to support, motivate and deliver great outcomes, with the ultimate goal to draw out the best version of every team member and member. I am just finishing a Masters in Senior Leadership, which has been my latest qualification and self-development goal.

I am a regular and keen netball player and coach.. I love to run and functional/strength training are my favourite painful pass times. I love to read, listen to great podcasts and generally aim to make the most of every day, life is, after all, a precious gift. I feel hugely blessed to be in a sector, organisation and role, where I can truly make a difference.