A classification of sport and physical activity services based on two dimensions is presented. The first dimension is the type and extent of employee involvement in the production of services—consumer, professional, and human services. The second dimension is the four sets of client motives for participation in sport and physical activity—pursuit of pleasure, skill, excellence, and health/fitness. A combination of these two dimensions yields six classes of sport and physical activity services: consumer pleasure, consumer health/fitness, human skills, human excellence, human sustenance, and human curative. The managerial implications emerging from the proposed model are outlined with reference to programming, organizing, staffing, and leading in organizations delivering sport and physical activity services.
P. Chelladurai is now with the School of HPER, The Ohio State University, Columbus, OH 43210-1284.