Doctoral Thesis / Dissertation from the year 2012 in the subject Sport - Sport Economics, Sport Management, grade: cum laude, Sport Academy Cologne (Institut fur Sportokonomie und Sportmanagement), language: English, abstract: The study examines the question why some members utilitze their fitness club membership only little. This behaviour seems to be odd under microeconomic theory assuming human beings to maximize profits. An estimated 30% of fitness club members in Germany utilize their membership rarely but still do not intend to cancel despite ongoing monthly fees. In order to answer the...