Fitness is the largest sport in Europe. However, with a penetration rate of around 15% of total population, the market has not yet reached its full potential. There are many opportunities to grow and achieve EuropeActive’s goal of 80 million members by 2025. To achieve this challenge, the sector needs to focus on finding ways to keep existing members and clients longer, and to reach out to new target groups. The term customer engagement and customer experience pop-up regularly in business literature. In short, it is about the perception that customers have of all their interactions with an organisation. If the fitness sector provides an experience that customers like, they will have a positive feeling, and will be more likely to spread positive messages. They are also more likely to continue to be a customer for the long term, will increase their purchases, and will enhance their loyalty and retention. This book is written for club owners and managers in the health and fitness sector who want to learn more about the ways and means to improve their business. For this reason, the book contains contributions from a mix of experts, both from the academic and the business world, but also some interesting case studies and practical strategies on how to improve business in terms of customer engagement and experience.