Abstarct: The purpose of the present study was to investigate the impact of service innovation on customers' verbal advertising through sensory marketing. This research is descxriptive and analytical. The statistical population of the study was all female clients of Semnan aerobic and fitness clubs in 2019. The statistical sample was estimated 400 people. The sampling method was a complex multi-stage probability cluster. Questionnaire was used for data collection. The validity of the questionnaires used was confirmed by experts. The reliability of the questionnaires was assessed and confirmed using Cronbach's alpha coefficient. After data collection, data were analyzed using Spss25 and Amos22 software. The results of the research showed that service innovation has a significant impact on customers' verbal advertising and intuitive marketing. On the other hand, sensory marketing has a significant mediating role in the relationship between customer service innovation and verbal advertising. Therefore, sports clubs must always be innovative in their services in order to gain competitive advantage and Emotional marketing provides the opportunity for clubs to create a pleasing experience for their customers by providing distinctive customer service and turning them into satisfied and loyal customers.