Exploring Customer Experience of Aerial Yoga in Taiwan

As innovation becomes the core driving force of modern entrepreneurship, “experience” has gradually emerged as a key strategy for startups to address market challenges. Aerial yoga, which combines suspension techniques, strength training, and visual aesthetics, has recently gained popularity in Taiwan as an innovative form of fitness. However, academic research on the marketing aspect of aerial yoga in Taiwan remains scarce, indicating a gap in both theoretical and practical understanding. To address this, the present study conducts an exploratory qualitative investigation into how experiential marketing shapes customer experience in the aerial yoga industry. Guided by Schmitt’s (1999) five-dimensional experiential marketing framework (Sense, Feel, Think, Act, Relate), in-depth interviews were conducted with five female practitioners aged 33–43 with 2–8 years of experience. The findings highlight that sensory stimulation, emotional resonance, and social connection are the three key factors influencing customer satisfaction and behavioral intention. As an initial exploration, this study aims to provide a theoretical basis for future quantitative and cross-cultural research, while offering practical insights into the application of experiential marketing in fitness-focused startups.