In Italy, 80,000 sporting associations and 120,000 facilities produce sporting services. The Clubs and the Gyms, have, by now, become businesses with a specific structure, technologies and people to direct. And, the problems of management do not concern only the Sports Clubs which have to obtain a profit but also the local Sporting Circle and the Public Structures, which have to always be more efficient in order to operate in competitive markets. Therefore, SPORTS AND FITNESS STRATEGIES came into being to direct the Fitness Clubs and the Sporting Companies which intend to place themselves on the market in a winning way, projecting the organizational systems and controlling the quality of the process. Starting from the reference models common to the Strategic Management of the service sector, it arrives at personalizing the action in regard to the Fitness Club and its particular problem.