Places Leisure, a social enterprise which operates and manages over 100 leisure centres across England, has introduced a newly created role to enable the organisation to be one of the best-in-class providers of customer experience in the leisure industry.

Hannah Crabtree will join Places Leisure in early April as director of customer experience and product strategy. This new role will primarily focus on developing Places Leisure’s end-to-end customer journey and building on the organisation’s strategy.

Hannah joins Places Leisure with an experienced career focusing on enhancing customer experience, driving commercial growth and building high-performing teams in both retail and hospitality organisations, with notable roles at Tesco and Berry Bros. & Rudd.

Hannah Crabtree, director of customer experience and product strategy at Places Leisure, said: “I am thrilled to be joining such a passionate and purpose-led team at Places Leisure. I know how powerful great customer experiences can be – not only in building trust and loyalty, but in making a meaningful difference in people’s everyday lives.

“In this new role, I am excited to support the team in strengthening our customer-focused, insight-driven approach – helping us deliver even greater health and wellbeing benefits to the communities we serve.”

Belinda Steward, managing director leisure, health and wellbeing at Places Leisure, said: “We are delighted to be welcoming Hannah to Places Leisure as we reach a key point on our journey to become the UK’s leading physical activity and wellbeing social enterprise.

“By introducing this new role, we will be able to utilise our data and insight more than ever before. With a large focus of using this insight to help us put customers at the heart of everything we do to elevate their experience while supporting retention and loyalty.”