The purpose of this study is to investigate and describe what factors are most important to students when choosing training center, and how these factors affect the choice of each training center.  We investigated this by performing a qualitative research and a quantitative survey of students at Karlstad University that trains at Friskis & Svettis and Sats in Karlstad.  The results show that there are a number of important factors in the total customer experience that affects a student's choice of training center and that they also differ between a premium center and basic center.  Our conclusion is that when a total customer experience concept consists of a core, core experience and peripheral experiences well linked into each other competitive advantages is created, resulting in more satisfied and loyal customers.