Seeing our Clubs Through Fresh Eyes

10 February 2026

Recently, Clubs New Zealand undertook a mystery shopper initiative across a sample of approximately 80 member clubs. This was the first time we've taken this approach at a national level, and it was done for one simple reason: sometimes you need fresh eyes.

For those who live and breath their club everyday it can be heard to step back and see what a first-time visitor experiences. This initiative wasn't about fault-finding or ranking clubs against each other. It was about gaining a new perspective, offering reassurance where things were working well and identifying opportunities that can make a difference.

First Impressions: The Moment That Matters

The mystery shoppers were given a clear and consistent prompt: "What is your first impression when you walk into the club?" That question framed the exercise, from signage to entryways, to the atmosphere inside the club, to the way people were greeted. 

Encouragingly, 72 out of 79 mystery shoppers said their first impressions were positive, and the majority found clubs to be clean, welcoming and well presented. Many commented on bright spaces, tidy entrances, clear information boards and a sense of pride in the environment.

Our People Are The Difference

One of the strongest and most consistent themes across the verbatim comments was the impact of people. Time and time again, mystery shoppers highlighted friendly staff, welcoming volunteers and genuine interactions that made them feel comfortable - even when clubs were busy, understaffed, or operating with volunteers only. 

A Strong Net Promoter Result

As part of the programme, mystery shoppers were asked how likely they would be to recommend the club to a friend or family member. This forms the basis of the Net Promoter Score (NSP), a widely recognised measure of customer loyalty.

For Round 1, the overall Net Promoter Score was +46, based on 79 responses.

For context:

• A score of 20+ is considered great
• 50+ is considered fantastic
• 80+ is regarded as prestigious

"I Didn't Even Know This Club Was Here"

A number of mystery shoppers said they didn’t even know the club existed before their visit. Some had driven past for years without realising what was inside. Others assumed the club “wasn’t for them”.

And yet, after walking through the door, being welcomed and seeing what the club had to offer, many said they would return, bring friends, or consider joining.

That tells us something important. There is a significant part of our potential audience who simply don’t yet understand what a modern club is, what it offers, or how accessible it can be. Once people experience a club first-hand, perceptions often shift very quickly, but getting people through the door remains one of the biggest opportunities for growth.

This initiative is all about giving us perspective. It confirmed that clubs across the country are delivering warm, authentic hospitality and it reinforced that people are our greatest assets. It also highlighted that there is still untapped potential in our communities, made up of people who just need an invitation, a sign or a friendly greeting to discover what clubs have to offer.

Sometimes, all it takes is a fresh set of eyes to remind us how much we already do well and where the next opportunity lies.

What's Next

We have created a quick key takeaways document that you can download here. Even if your club wasn't part of the Round 1 exercise there are things that you can take away from it.

All clubs that participated in the Round 1 mystery shopper exercise have received an individualised report, including specific observations, commentary and practical takeaways relevant to their club. Clubs that were not included in the initial sample but are interested in exploring mystery shopping as a way to gain fresh insight are encouraged to contact the Clubs New Zealand team on 0800 425 827 to discuss available options.