Along with the growing leisure and health consciousness of Taiwanese people, sports and exercise-related industries have mushroomed and are constantly innovating themselves. A good service design can help fitness center maintain and improve their competitive edge and rise above the rest. To this end, through collation of documents and using Stickdorn's and Schneider's customer journey canvas as the theoretical framework, this thesis explored the current service provided by sports center with a view to helping resolve their operations issues. Summary of the collated documents revealed that if sports center can understand customer needs and value customer experience, as well as making full use of social media to build positive public relations, they can increase consumer satisfaction and loyalty, and solidify their place in the market. The following recommendations have been formulated based on these results: 1. find the right consumers by understanding customer needs; 2. establish good public relations by managing customer relationships well; 3. use social media effectively to generate positive word of mouth; 4. pay close attention to service contact points, with an emphasis on customer experience; This thesis will serve as a reference for future government organizations and other related organizations in planning managing strategy for fitness center.