Abstarct: A The purpose of this study was to examine the effect of experiential marketing on customer passion in fitness clubs, with the mediating role of customer value. The present study was designed as descxriptive-correlational research and, in terms of time, as a cross-sectional study. The statistical population included all customers of fitness clubs in Iraq who had officially registered in one of the licensed clubs. Finally, using a multistage sampling method, 288 participants were selected as the research sample. Data were collected using the 16-item standard experiential marketing questionnaire developed by He and Yang (2013), the 3-item customer value questionnaire by Wu et al. (2018), and the 9-item customer passion questionnaire by Doyle et al. (2013). The research instruments were validated by experts and specialists in sport management, and their reliability was confirmed using Cronbach’s alpha. For data analysis, descxriptive statistics, correlation coefficient, and structural equation modeling (SEM) were employed. The findings showed that experiential marketing had a direct and significant effect on both customer passion and customer value in fitness clubs. Furthermore, the results of the structural model indicated that customer value played a significant mediating role in the relationship between experiential marketing and customer passion. In other words, experiential marketing, by increasing customers’ perceived value of the received services, enhances their level of passion, engagement, and willingness to maintain sustainable interaction with the club. baxsed on these findings, it is suggested that fitness club managers provide the conditions for increasing perceived value and, consequently, improving customer passion by designing distinctive experiences, including the quality of staff interactions, the physical environment of the club, a sense of belonging, and positive sensory and emotional experiences.