The purpose of this research aims investigate whether front line personell are brand carriers who can affect the customers brand experience. This present study focuses on commercial fitness centers in Kalmar. Like brands, training is taking part in people’s everyday lives; fitness centers are offering the customer a wider range of group training. This thesis is based on a qualitative approach whereby eight interviews have been carried out with two members of the board and six employees of the front line. Additionally, this thesis is also based on three focus groups with four customers, representing the majority of each fitness centers. The research findings highlight that the front line employees are very important as they are seen as the brand; therefore the front line employee’s personality and behaviour will influence the customer’s view of the brand. The knowledge of the front line employee’s is crucial and it is of high importance. Communication between the board and the front line employees are important and the board needs to make sure that all information is provided.