This thesis analyzes the possibilities of growth of the Liberan windsurfing school, which within the company Autopleter d.o.o. Zagreb provides services for beginner and advanced windsurfing courses, rental and sale of equipment and related items for windsurfing. The main goal of the research was to identify the driving forces of windsurfing school development, to choose a development strategy and to suggest a way of proving the chosen strategy. In order to achieve the main goal of research, data are collected from secondary (relevant professional and scientific literature and company documentation) and primary (semi-structured interviews and surveys) data and information sources. The results of the research show that the main drivers of the development of the Liberan sailing school are quality, differentiation and cost management. By analyzing alternative strategies (quality management strategy, minimum cost strategy and customer experience management strategy), the strategic choice is the customer experience management strategy. Recommendations for implementing the solution in practice (customer experience management) are based on a complete customer focus. This includes top services, additional benefits (one stop shop - a complete service for reservations, transportation, accommodation, meals, sailing schools to after-sales activities) and the entire experience of learning to windsurf. The key contribution of the authors of this paper is an in-depth analysis of the strategic development direction of the windsurfing school. The results of the research can help decision makers in starting and running a windsurfing school. Recommendations for further research relate to the impact of the use of advanced technologies in the management of windsurfing schools.