This section aims to address sports consumer behavior in health and fitness clubs from the perspective of conspicuous consumption. With rising health consciousness and increasing leisure opportunities, the demand for fitness and wellness services has grown substantially. This shift has transformed sports services from mere activities offering physical benefits into domains of symbolic consumption, through which individuals express their identity, lifestyle, and social status. Within this framework, the study explains the decision-making process of the sports consumer through psychological components such as motivation, attitude, personality, and perceived barriers, while also discussing the attitudinal and behavioral outcomes of the sports experience. Furthermore, it examines—through a theoretical lens—how sports consumption in health and fitness clubs can evolve into a practice of conspicuous consumption via processes of social comparison and the production of symbolic meaning.