Connect CX Summit 2025

WellNation reports from the one day fitness event described as a “celebration of insight and customer experience excellence”

The Connect CX Summit 2025, held on 11 November, delivered a sold-out programme of high-impact learning, expert insight and lively connection, brought to the industry in partnership between Proinsight and Fitronics. The aim is for the event to become a platform that places customer experience at the forefront of sector-wide progress.

A FOCUS ON EXCELLENCE

The day opened with an energising Les Mills Yoga session, offering delegates a refreshing and mindful start. At 10am, hosts Lesley Aitken and David Hopkins formally welcomed attendees, setting a tone of ambition, collaboration and optimism for the future.

The morning progressed with a powerful keynote from Pete Cohen, who explored “Elevating the Customer Experience with the Power of Intentions”. Delegates responded enthusiastically to his focus on purpose-led leadership and emotionally intelligent service design – themes that resonated throughout the day’s discussions.

Following the 2-minute silence for Remembrance Day, the summit moved into the first round of TRP and Proinsight Awards, celebrating organisations excelling in service delivery, operational standards and customer engagement. This year’s winners included Magna Vitae, Village Hotels, Hertfordshire Sports Village, Everyone Active, Village Gym Swindon and Sandwell Leisure Trust (which has since rebranded itself as Kore) – each recognised for setting the bar high in their commitment to outstanding customer experiences.

A highlight of the morning was the research session led by Professor Melvyn Hillsdon, who presented the latest insights from TRP and Active Insights. His exploration of what non-members really think – and why the industry must address the “expectation gap” – provided valuable context for operators looking to expand reach and relevance.

The afternoon continued with equal momentum. Tony Eames delivered a compelling session on “Beyond the Gym: Building Real Communities That Move,” encouraging operators to prioritise belonging and authentic connection. This was followed by an operator-focused conversation with Marc Jones and Justin Musgrove, sponsored by HIREBOBAI, exploring the future of AI, technology and service personalisation.

A standout session came from Sarah Degeorges, whose expertise in luxury hospitality brought a fresh perspective to “Feeling is the Secret: Designing Luxury Client Experiences”. Her session gave operators tangible principles for elevating the emotional touchpoints of their customer journeys. Sarah later joined Chloe Kinch, David Connell, Stephanie Heath and host David Hopkins for a dynamic panel discussion on “creating magic moments,” which explored how small, intentional actions can transform experiences in ways that drive both satisfaction and loyalty.

The summit concluded with a lively networking session, giving delegates the perfect opportunity to build relationships, share learning and continue conversations sparked throughout the day. The atmosphere remained energetic, collaborative and optimistic – a true reflection of the spirit of the event.

As the industry continues to navigate changing customer expectations, increasing competition and rapid technological evolution, events like Connect CX play a vital role in shaping what comes next. Through their combined expertise – Proinsight in measuring and understanding the customer journey, and Fitronics in analysing, interpreting and activating customer insight – both organisations remain committed to supporting operators across the sector to deliver exceptional, consistent and emotionally resonant experiences.

In every sense, the Connect CX Summit 2025 was a standout success: sold out, high- energy, content-rich and deeply aligned to the future needs of the industry.

THE ORGANISERS

Proinsight – a specialist in customer experience measurement and mystery shopping.

Fitronics – a software company offering platforms such as TRP, CoursePro and Intelligent Counting.

The companies have a shared mission to support organisations across the fitness and wellness sector to better understand their customers, refine their service journeys and ultimately build stronger, more engaging member experiences.

Connect CX Summit is also supported by headline sponsor, Alliance Leisure; platinum plus sponsor, Les Mills and several supporting partners, including Orbit4, GGFit/Future Fit, Active Insights, HIREBOBAI, ZIVA and Taylor Made Designs.