To meet the needs of fitness users, it is essential to know its characteristics and your preferences in relation to services and
activities. The gyms that adopt these practices are more successful and survive longer on the market. The aim of the present study was
to characterize the importance that users attribute to fitness trainer, comparing it according to gender and age range. A translated, adapted
and validated version of the questionnaire «Importance attributed to physical fitness (IAF)» was applied to 200 users, from 18 to 74
years old, 132 women and 68 men. Characterization were used with descriptive statistics and comparison with t test, for a significance
level of 5%. The range of average response values (characterization) from 6.88 (e.g., Image) to 6.98 (e.g., Ethics), allows verifying that
the importance assigned to the 25 quality indicators listed is very high [response scale: 1 (not important at all) to 7 (totally important)].
Comparisons between groups, have allowed verify that women give greater importance to the musical domain [t (84) = 2,998; p = .004;
d = .546; moderate effect dimension] and users over 30 give more priority to dedication shown by the trainer [t (84) = -2,213; p = .030;
d = .386; moderate effect dimension]. These data will allow the technicians to provide the services (the trainers) to design and improve
their intervention considering the characteristics and preferences of the target audience, improving satisfaction and increasing loyalty.
Key words: quality service; sports management; fitness trainers; athlete preferences; health.