In the introductory part of this article, we summarized the external environment of the fitness market, regarding the increase in the number of physical exercise modalities and the main objectives to be achieved during the study. In the second part, we talked about the theoretical framework, covering services marketing, relationship marketing and customer loyalty, the main topics to be addressed in the article. In the sequence, a research was carried out between Vittoria Crossfit teachers and students in order to identify the main strengths and weaknesses of the company, and finally a brief conclusion of what was analyzed during the research.