The market of fitness meets in an extremely competitive environment, where to offer a differentiated service each more difficult time has been a strategy. The trend of the academies, today, is to have great infrastructures and to join the biggest number of services, if becoming true clubs, but to usufruct as many advantages and services the consumer has that to be made use to pay a high price. The work carried through a research that it looked to identify and to mensurar the real factors that take the consumer of gymnastics academies to frequent an academy, through a field research. Using the method of joint analysis, the preference of the consumers can be observed in accordance with four attributes: proximity, price, public and services. For the result of the research, one concludes that exactly with the ample gamma of products and offered services, today, the factor price is the attribute most important for the consumers. The attributes proximity and public had also had significant importâncias, but the attribute service, did not have no relative importance to excessively.