Gordon Atkins is the General Manager of Action Water Sports in Southeast United Kingdom, offering activities such as water skiing, wakeboarding, an aqua park, and more. In this interview, Gordon shares how Action Water Sports drives the guest experience through the team, the personalization, and by managing guest feedback. The team members at Action Water Sports love what they do, largely because many of them began as guests and applied for the job to be part of it on a regular basis. This leads to incredible guest experiences, particularly when the staff can take guests from being happy to ecstatic, which turns into positive survey results and online reviews that reference the team members’ names individually. Gordon also stresses the importance of learning from guest feedback, especially when the feedback is negative, so that improvements can be driven by what will make the guest experience better.