A Recipe for Transformational Experiences?

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There’s so much talk about transformational experiences these days, but I think I just stumbled upon one that might take transformation to the next level.

You Me Bum Bum Train

Last week, I was invited to learn about how to volunteer for the best-kept secret in London: the Bum Bum Train (YMBBT). If you’ve never heard of it, let me explain… except, I can’t. Much like Fight Club, the first rule of the Bum Bum Train is you don’t talk about the Bum Bum Train—or at least not what happens inside it.

What I can tell you is that it’s an immersive theatre experience unlike anything else. Passengers (the audience) are thrown into unpredictable scenarios, each one designed to surprise, challenge, and leave them utterly transformed.

During the orientation, as I listened to the testimonials, people spoke of moments that changed their outlook on life, stretched their sense of self, and left them feeling profoundly inspired. Kate Bond and Morgan Lloyd appear to have created one of the most transformational experiences I’ve ever heard of.

And it is this alchemy that the industry, from immersive storytelling to brand experiences, yearns to create. These moments of awe are what make experiences unforgettable. As an experience designer, I found myself reflecting deeply—yet again—on this question: What is the secret to creating these kinds of transformative experiences, and why does it feel so elusive?

Some things stood out to me.

© The War of the Worlds

Ingredients: Novelty & Surprise

YMBBT creates magic because it is shrouded in mystery. Passengers are given no advance knowledge of the scenarios they’ll encounter. While you could dismiss this as a clever marketing ploy, YMBBT’s secrecy is essential—if you knew what was coming, the magic (and probably your courage) would vanish.

Without this secrecy, participants would inevitably try to prepare themselves, mentally rehearse, or even opt out. But when you are thrown headfirst into an experience you can’t anticipate, you are forced to break out of your comfort zone, to feel, to grow.

Despite being a trained actor, public speaker, and someone who usually dives headfirst into adventure, my skin started to tingle as I listened to stories about what passengers experience. It sounded incredible—but also terrifyingly unpredictable and uncomfortable.

Yet, that’s exactly the point. Transformation doesn’t happen when you’re safe in your comfort zone. It thrives in the unfamiliar.

Similarly, new technologies like VR or 3D billboards initially tap into this same sense of the unknown, creating extraordinary moments of awe. In these moments, they spark curiosity and wonder, showing us what might be possible—and so transforming how we see the world.

Ingredients: Participation

Surprise and novelty are essential, but they are fleeting on their own. Experiences like seeing the moving image of a train on a screen for the first time or immersing yourself in a VR headset are awe-inspiring because they stretch your sense of what’s possible. But without participation, these moments remain cerebral and have a shorter transformational effect. Participation is at the heart of transformation.

YMBBT and Burning Man thrive because they engage both their audience and their volunteers in meaningful ways, creating a cycle of transformation that fuels itself. The active involvement of participants—whether it’s passengers navigating their own journey or volunteers shaping it for others—is a key ingredient. Transformation is rarely a passive process. Being part of the unfolding story, whether by confronting the unexpected or contributing to it, allows us to tap into a deeper part of ourselves.

Participation isn’t just transformative for those on the receiving end—it’s equally impactful for those creating the experience. For volunteers, facilitating transformational experiences for others is profoundly meaningful. Witnessing someone’s awe or self-discovery serves as a powerful reminder of the beauty of human creativity and connection. But it’s more than just observing—volunteers actively participate in shaping these moments. Through their energy, authenticity, and care, they amplify the impact for participants while simultaneously discovering their own ability to contribute to something extraordinary.

At Burning Man, I’ve seen this dynamic play out. While first-time participants are often transformed by the novelty of the event, those who contribute to its creation—whether by building art, hosting events, or giving freely of their time—often find the process just as life-changing as the experience itself. This cycle of giving and receiving, of creating and being transformed, is what makes participation so powerful.

Ingredients: Trust, Connection, & Community

Transformation doesn’t just happen because of what we experience—it’s deeply influenced by who we experience it with. As social beings fuelled by connection, so much of what makes an experience memorable is the human interactions we have along the way. These connections are most powerful when they feel authentic, not transactional.

This is why YMBBT’s volunteer-led model is so transformative. Volunteers aren’t just supporting the show; they’re part of its soul. Much like Burning Man, YMBBT creates an environment of authenticity and trust through its reliance on voluntary contributions. When someone freely gives their time to contribute to something larger than themselves, it imbues the experience with meaning and value. Our brains automatically recognise this generosity as a marker of trustworthiness, which creates the safety needed for transformation. When we feel safe, we open ourselves to new ideas, realities, and ways of being.

Volunteers also create the foundation for community, which is key to making transformation last. The connections formed during experiences like YMBBT or Burning Man don’t end when the event itself concludes. Whether it’s the camaraderie among volunteers or the relationships participants build through shared moments, these bonds allow the transformation to live on.

While not every experience can be powered by volunteers, YMBBT’s model highlights an important lesson: the people on the front lines of any experience are integral to its success. If they are valued, empowered, and aligned with the mission, they become part of the emotional glue that makes the experience authentic, connected, and meaningful. And when those connections are nurtured before and after the experience, they help build a lasting community that amplifies the transformation for everyone involved.

Ingredients: Joy

Joy is the thread that ties all the other elements together. While transformation often involves discomfort or challenge, it should also leave participants with a sense of exhilaration and possibility. Joy is what makes the experience stick in our minds and hearts.

Joy in transformative experiences can come in many forms. For participants, it might be the spark of discovering new parts of themselves or realising what they’re capable of. For volunteers, it’s the satisfaction of creating something extraordinary and seeing its profound impact.

Joy also creates a ripple effect. It inspires us to share, to reconnect, and to seek out more moments of possibility. Unlike discomfort, which fades over time, joy imprints itself as a memory we revisit and cherish. Transformation without joy can feel like a challenge; transformation with joy becomes a celebration of what’s possible.

A Recipe for Transformational Experiences

Looking back, the recipe for transformative experiences might look something like this:

• 1 cup of Novelty: The experience must feel entirely new—something you can’t categorise or compare.

• 2 tablespoons of Surprise: You can’t know what’s coming, so you can’t prepare.

• A pinch of Discomfort: Growth comes from pushing past your own boundaries.

• A pint of Participation: Both as an active audience member and as a facilitator of transformation.

• 1 generous serving of Trust: Authenticity fosters the safety needed for growth.

• A heaping spoonful of Connection: Shared experiences amplify meaning and impact.

• A handful of Community: Ongoing relationships keep the transformation alive.

• A sprinkle of Joy: A spark of hope that leaves you inspired and ready to take on the world.

Reflecting on YMBBT, Burning Man, and my work, one thing becomes clear: transformation is the holy grail. It’s what fuels us all. When these elements align, anything feels possible. Whether you’re stepping into the unknown or crafting it for others, transformation requires courage, creativity, and community.

Participate in YMBBT

If you want to experience YMBBT for yourself, as a passenger or a volunteer, you now have the opportunity for both. YMBBT is actively seeking volunteers (both performers and behind-the-scenes roles), and they’ve just added extra performance dates. The ballot for tickets is open until 2 February—so don’t miss your chance.

• To Enter the Ballot: Ballot Form

• To Volunteer: Volunteer Form