What happens when you take action sports, innovation, experience design, and put them all in a blender? You get Divert Brands. Zach Adamson, Divert’s Founder & CEO, joins The Guest Experience Show to talk about how his passion for action sports led to the creation of Divert Brands, which removes the barriers for action sports and makes them more accessible to people who otherwise wouldn’t have the opportunity to participate. In this interview, Zach shares how the importance of Divert’s theme, which is to achieve the impossible, carries through how the experience is designed, including their core impressions that guests should feel after visiting. We talk about the importance of resilience, embracing failure, and how sometimes businesses may have a disconnect between what they want the experience to be versus what the guest wants it to be. This conversation is guaranteed to bring you inspiration.