This study aims at constructing a variety of preference factors, targeting at the consumer of fitness center which enjoys concernment from the public, and at concretely analyzing conclusive cause of selecting fitness center in the subjective aspect, classified with factors. This study leaded to the conclusion as follows. First, this study investigated how the consumer responds to respective factors such as ‘expense’, ‘environment’, ‘employee’, ‘expense’, ‘exercise program’, ‘position’ etc. when they selected fitness center. At f irst, as for expense factor, the views were suggested such as ‘ low gravity of expense’ and ‘preferred consideration’ in the factor of expenses. As for environment factors such as facilities and exercise apparatus, t he v iews w ere suggested s uch as ‘ low gravity of e nvironment factor’ and ‘preferred consideration of environment factor’. As for exercise leader's quality and an employee's service. the views were suggested such as ‘kindness of leaders and employees’, and ‘self-management based on leader's efforts and passions’. As for whether GX exercise program is operated or not and how much members prefer the program, the views were suggested such as ‘low gravity of GX exercise program management’ and ‘preferred consideration of exercise GX program operation’. As for easiness and convenience in access, that is, moving distance, time, means etc. the views were suggested such as ‘low gravity of access’ and ‘preferred consideration in access’. Second, as for consumer's selection of fitness center, this study investigated what they consider the most, of ‘expense’, ‘environment’, ‘employee’, ‘excercise program’, ‘position etc.’. The consumer presented determination factors such as ‘expense’, ‘environment’, and ‘employee’ upon selecting fitness center. Concretely, this study analyzed that the consumer presented the determination factors such as ‘proper expense not so burdensome’, ‘through maintenance of the facility and apparatus for exercise’, and ‘employees’ kindness and employee's kindness'.