Although the needs and desires of customers are different, obtaining positive and negative experiences is an inevitable consequence of consuming products and services purchased by the consumer. The nature of these experiences is very important for the retail industry and in particular sports stores, as the intangible experience includes the main essence of the products and services provided by businesses; in other words, sports products are mostly experience-oriented and can be classified as an overall experience. Despite the importance of the consumer experience as a dominant and effective paradigm in consumer behaviour, the design of sports customer experience has received less attention from researchers. Therefore, the present study seeks to answer the question of what aspects of creating and developing the customer experience in sports and recreational complexes are. To answer this question, this chapter attempts to identify the areas of creating customer experiences in sports and recreational environments by examining the case of the Enghelab sports and recreational club (in Tehran, Iran) using qualitative research methods and interviewing experts in this field and using the content analysis technique. The findings indicate that cognitive, functional, comprehensive, human, physical, functional, aesthetic, sensory, social, emotional and communal components are the most important components of creating and enhancing customer experience in sports and entertainment complexes.Therefore, the owners, managers and marketing unit of these collections should invest in the creation and development of these components in the design of their strategic marketing plans in order to provide a memorable experience for the customer during their journey and finally be able to benefit from the subsequent positive consequences such as customer satisfaction, word-of-mouth advertising, loyalty and return intention.
