HIT & MISS

A mystery shopper report, compiled for SportsNation by Proinsight, has shown that padel court operators could be missing out on new customers due to tardy or non-existent replies to enquiries

As interest in padel surges, so too does the importance of creating a smooth and supportive experience for those taking their first steps into the sport.

To explore how well padel court operators are responding to first-time enquiries and turning them into business, SportsNation commissioned Proinsight to conduct a mystery shopper-style assessment of 20 padel centres across the country

The aim of the mystery shopper research was to evaluate how effectively operators support first-time customers via websites, online/email enquiries, and telephone calls. The mystery shoppers were tasked with three specific actions for each location: browse the website, submit a web/email enquiry and make a telephone call, all from the perspective of someone completely new to padel. The questions were simple: Was it easy to find the information needed? Did staff respond promptly and helpfully? And, perhaps most importantly, did the interaction inspire confidence to take the next step?

The results, compiled in the Padel First Timer Enquiry Insights – May 2025 report, paint a mixed picture. While there are encouraging signs, the findings also highlight several missed opportunities – and a clear need for greater consistency.

Key headlines

l Assessment scores highlighted scope for improvement across all channels, but especially for the online enquiry and telephone call experience. l Websites were generally easy to navigate and included most (but not always all) of the information a first timer would need to start. Email responses and telephone interactions were friendly, professional and personalised. l Non-response was an issue for both online enquiries and telephone calls. l 9 out of 20 didn’t receive a response to their online enquiry and 5 out of 20 weren’t able to get through after three separate call attempts. l Typically, the measures performing less well were around access to information needed for someone new to padel, such as number of people needed to play, pricing info, equipment hire etc. l Most felt at least somewhat confident to get started based on their experience, but across each channel there were some who did not feel confident. Email responses to an online enquiry were least likely to inspire confidence in first timers. l There was inconsistency in experience, with some users citing a good experience while others struggled to make contact and get the information they needed.

OVERALL EXPERIENCE

Overall performance

Overall scores highlighted scope for improvement across all areas, but particularly for the online enquiry and telephone call experience.

What went well?

Across the 20 assessments, areas that performed better centred on ease of website navigation and friendly, personalised responses and interactions.

Website navigation

Email response was personalised

Call answered in a welcoming and friendly manner, and closed with a thank you

Asked about padel experience

What didn’t go so well?

Lower scoring areas were access to information needed for someone new to padel. Across all channels, the level of information available was inconsistent.

Website: not clear how many people needed to play

Website: not able to find out all information needed

Email response didn’t explain all necessary information (pricing, number of people etc.)

Telephone call didn’t explain all necessary information (pricing, number of people etc.)

Response times

Non-response was an issue for both online enquiries and telephone. Consider the impact of not being able to make contact for first time users looking to find out more, and how this could be a barrier to getting started.

11 out of 20 received a response within 24 hours

9 out of 20 received no response Encouragingly, of those that did receive a response, most received a reply in less than 2 business hours (7 out of 11 assessments)

15 out of 20 were able to get through

5 out of 20 could not get through Of the 15 successful calls, 12 were able to get through on their first attempt

Available info on the website

Feedback on the websites was varied. Some websites included plenty of information. However, most websites failed to include all the information that might be useful to a first timer or someone new to padel. User suggestions for improvement could be broadly categorised into two areas: content and accessibility.

SUGGESTED IMPROVEMENTS:

I wasn’t able to find any information about the game itself, the number of people involved or the equipment I would need to get started.

It was annoying that I could not see the prices.

The only thing I couldn’t find without clicking on the book now was the number of people required to play. From the booking, it looks like it’s doubles only, but it wasn’t fully clear.

The website needed the court times and prices.

The website is in development, but information was still available via the FAQ link; although it would have been helpful if this could have been made more prominent.

It was difficult to find a telephone number, bar the urgent call line

The page is quite ‘wordy’, and the key information is contained either within large chunks of text or at the bottom of the page. It could be highlighted in bold perhaps to make the key details stand out.

Confidence to get started

Although based on a small number of assessments, across each channel there were at least some users who didn’t feel confident to get started based on their experience. Email responses to an online enquiry were least likely to inspire confidence in first timers.

Based on your experience only, as a first time player, did you feel confident to get started?

Likelihood to recommend

The distribution of likelihood to recommend scores reflects the range of experiences users had when visiting the website, making an online enquiry and telephone call.

On a scale of 0-10 (0 being unlikely, 10 being likely) how likely are you to recommend this centre to a friend or colleague?

Overall, it was a good experience contacting this centre. I found their response times were quick, and I was able to get the information I needed. After the interactions, I felt I had a good understanding of the game and would be confident to give it a go.

The email reply was very prompt, but quite basic with the information provided. I would have also liked to have some opening hour information, equipment hire, and it to be personalised by name. Also, the process to contact via telephone was very confusing.

Range of experience

For all channels, some users had a great experience while others struggled, highlighting a real inconsistency in experience across different locations.

This is a great website with lots of information on the sport itself, what you need to play and how to play. I loved the information on the construction of the courts, which really helped to pique my interest.

The site is woefully lacking and doesn’t tell me anything as a first timer what to expect, how many play, what it costs and when the courts are open.

I received a very quick response to this enquiry, and I liked the level of detail provided… I liked that I was offered the chance to ask any additional questions.

It would have been useful to include here some basic “need to know” information, such as costs for court hire/coaching (if available), what equipment you needed etc.

I had a fantastic call with this team member where I was able to get a lot of information on the sport itself and what’s involved.

I was disappointed that I didn’t manage to talk directly to anyone [after three separate attempts]… I am not sure that I would have continued to investigate the possibility of joining the club.

Nearly half of operators failed to respond to online enquiries, and one in four couldn’t be reached by phone – highlighting critical gaps in first-timer support

CHANNEL EXPERIENCE: DETAIL

Website experience

Overall, most were able to easily navigate the website and find most of the information needed as someone new to padel.

● 17 of 20 assessments said it was

‘very easy’ to navigate the website ● Most were able to find information about equipment hire, court opening times and the cost of a padel session

● Only half (10 of 20) said it was clear how many people you need to play

The website was well laid out; it was easy to read, with large font sizes, graphics, comprehensive information and conveyed friendliness. I felt it had all the information I needed to feel confident starting.

Email or web enquiry experience

Online enquiry experience was the poorest performing. Non-response was the main issue, with almost half not receiving a response within 24 hours

● Personalised response and closing

● Response times (non-response) ● Invitation made to visit the centre ● Explaining/including relevant information

5 of 11 were told about equipment needed, 4 of 11 had pricing information, 1 of 11 included court opening hours, 1 of 11 stated how many people were needed to play

I sent an email, but I didn’t receive a response within 24 hours, which was disappointing.

I received a quick response to this email enquiry today, however, there wasn't a lot of information about the game itself and what was needed to play.

Telephone experience

Five out of 20 weren’t able to get through on the phone. For those that did, the call was generally friendly and welcoming and some effort was made to discuss payment options, coaching and visiting the centre. However, often opportunities were missed to capture contact details and to share information that might put a new player at ease.

● Call greeting ● Asked about padel experience ● Thanked for the call

● Staff member discussed option of pay and play padel courts/bookings ● Staff member discussed a padel coaching/programme ● Invited to visit the centre ● Ability to get through ● Capture of contact details ● Explaining all necessary information

8 of 15 were told about equipment needed, 7 of 15 mentioned court opening hours, 6 of 15 were told about membership options

60%

OVERALL EXPERIENCE

69%

Website

49%

Online / Web enquiry*

58%

Telephone call*

Base: Padel Enquiry Assessments May-25 (20). Note: sections marked with an * were only scored where a response was received – Online Enquiry (11) and Telephone (15)

Base: Padel Enquiry Assessments May-25 (20)

ONLINE ENQUIRY

TELEPHONE

Base: Padel Enquiry Assessments May-25 – Online Enquiry (11), Telephone (15)

1 – CONTENT

2 – ACCESSIBILITY

Website

Online enquiry

Telephone

3 2

Very confident

Somewhat confident

Not at all confident

Base: Padel Enquiry Assessments May-25 (20). Note: online and telephone were only scored where a response/reply was received. Chart shows number of users selecting each response.

Base: Padel Enquiry Assessments May-25 (20)

GOOD EXPERIENCE

POOR EXPERIENCE

Website

Online Enquiry

Telephone

Base: Padel Enquiry Assessments May-25 (20)

Higher scoring measures

Lower scoring measures

Base: Padel Enquiry Assessments May-25 (20)

Higher scoring measures

Lower scoring measures

Base: Padel Enquiry Assessments May-25 – Online Enquiry (11)

Higher scoring measures

Mid-scoring measures

Lower scoring measures

Base: Padel Enquiry Assessments May-25 – Telephone (15)