Fitness facilities require long-term product and service developments in order to attain competitiveness and market presence. This is critical because customer satisfaction may be reached by focusing on meeting customer expectations, which has a beneficial impact on customer loyalty and financial success. All of the fitness studio's value generating processes must be perfectly aligned with consumer expectations. Findings from studies on motivations in fitness sports can help, on the one hand, to build offers that take athletes' special wishes into consideration, and on the other hand, to achieve more effective marketing due to a more defined target group orientation. Female members of a health-orientated fitness club in a large city were surveyed. The questionnaire consisted of 15 items that could be summarised into seven motive areas. The questionnaires were available in the fitness club and could either be completed directly on site or taken away and completed at home. A total of 350 questionnaires were distributed, 278 of which were completed and returned. The response rate was therefore 79.4 per cent. The respondents were members who trained exclusively on equipment. The gender distribution is almost equal with a slight surplus (just under 53%) of male respondents. The sample consists of N=131 female respondents. The average age of the respondents is 55.4 years with a spread around the mean of 13.5 years. The age distribution shows a clear concentration of middle-aged to very old respondents, while younger respondents are comparatively rarely represented. Among respondents with a membership of more than one year, the average length of membership is 12.4 years (spread: 8.2 years). The results show demonstrably significant differences in 6 of the 17 significance tests. In detail, the following significant correlations between motives and age can be found, which are therefore not to be regarded as purely random effects of this specific sampling: a) People who mention the motive ‘Positive influence on physical complaints’ are older than people who do not mention this motive (mean values 59.9 years to 47.0 years), b) People who mention the motive ‘Special figure training (body shaping)’ are younger than people who do not mention this motive (mean values 47.1 years to 58.4 years), c) People who mention the motive ‘Balancing every day and professional stress’ are younger than people who do not mention this motive (mean values 51.0 years to 62, 1 years), d) people who mention the motive ‘Continuous guidance and training control’ are older than people who do not mention this motive (mean values 59.3 years to 51.3 years), e) people who mention the motive ‘Muscle building (bodybuilding)’ are older than people who do not mention this motive (mean values 57.9 years to 52.7 years) and f) people who mention the motive ‘Pleasant and relaxed training’ are older than people who do not mention this motive (mean values 57.4 years to 50.7 years). Of all the age differences, the difference in the motive ‘Positive influence on physical complaints’ is the most pronounced at 12.9 years. Finding out what motivates clients is crucial if you want to keep them around for the long run. You should also get to know them, classify them, and offer personalised action and fitness advice. The knowledge acquired also contributes to improving the standing of fitness sport overall and establishing the framework for the long-term prosperity of fitness clubs.