The present study was conducted with the aim of pricing strategies of sports
service centers (swimming pools, sports clubs, Massage centers). This
research is an exploratory research and was conducted by combined method.
The statistical population of the study included sports business managers,
sports marketing professors and experts and sports marketing managers who
were examined by the method of snowball to saturation and finally
interviewed 30 people. The research tool includes a semi-structured interview
and was used to analyze the information of the grounded theory process and
the research items were identified and identified and analyzed through three
phases of open coding, categorical coding and axial coding of research
interviews. . Q-Max Data software was used to analyze the data. The findings
showed that the final dimensions of sports services pricing in swimming pools
and massage parlors have six dimensions including economic environment,
rules, market environment, competitors, product value and cost. It can be
concluded that in pricing for sports services, several factors should be
considered in what environment and services are provided to customers and
how customers are able to pay for the quality of services and in addition to
being competitive with competitors, in line with The rules are reasonable and
the price is based on the value of the service and in accordance with the law.