Relationship between design thinking and entrepreneurial way of doing business: case of a brazilian crossfit academy

This study aims to understand the expectations of the Crossfit practitioner of a business unit installed in a Brazilian state, proposing the design thinking methodology to be incorporated into the entrepreneurial way of designing experiences. Through an exploratory study, users were heard to propose personalized training solutions that support the decision of users to stay. Designing adjusted to user groups can provide the customer with unique and differentiated experiences, which means the adoption of experiential business tools that bring a competitive advantage to the entrepreneur.