Globally, the fitness industry is growing strongly, resulting in a large increase in competition in this market. Today, fitness centers are struggling with the problem of how to keep their clients for the purpose of their own survival. As a solution, a modern business philosophy is imposed, which is called relationship marketing and its derivative, customer relationship management. Experience from practice shows that the implementation of CRM is often unsuccessful, so in order to successfully implement CRM in the work of fitness centers it is necessary to approach the problem of implementation systematically and explore the optimal framework for the implementation of CRM in the work of fitness centers. In this sense, it was necessary to investigate whether the users of fitness centers are satisfied with the services of fitness centers, what is important to them and what they would like in the future, and how fitness centers can improve their services. Also, the research aimed to find out whether fitness centers need systems for managing customer relations, or CRM software solutions. Research has shown key attitudes of respondents towards the work of fitness centers, and the results show that respondents express a desire for the attention of fitness centers, want to participate in decisions related to the work of fitness centers, but are not willing to pay more for better services the need for better management of fitness centers. Finally, when it comes to the need to introduce a CRM system, respondents recognize the importance of a software application that would monitor their behavior and progress, are willing to participate in research related to the quality of fitness centers, and want better interaction with fitness center staff. Their satisfaction is a key factor for loyalty to the fitness center.