234 Rodrigues, R. G., Pinheiro, P., Gouveia, A., Brás, R. M., O’Hara, K., Duarte, P., & Esteves, M. (2017). Segmentation of Portuguese customers’ expectations from fitness programs. Journal of International Studies, 10(3), 234-249. doi:10.14254/2071- 8330.2017/10-3/17 Segmentation of Portuguese customers’ expectations from fitness programs Ricardo Gouveia Rodrigues NECE – UBI (Research Unit in Business Sciences), Business and Economics Department, Universidade da Beira Interior Portugal Email: rgrodrigues@ubi.pt Paulo Pinheiro NECE – UBI (Research Unit in Business Sciences), Universidade da Beira Interior Portugal Email: pgp@ubi.pt Ana Gouveia Institute of Biophysics and Biomedical Engineering, University of Lisbon, and Faculty of Health Sciences, Universidade da Beira Interior Portugal Email: anagouveia@fcsaude.ubi.pt Rui Miguel Marques Brás CIDESD (Sports Sciences, Health Sciences and Human Development), Sport Sciences Department, Universidade da Beira Interior, Portugal Email: rmmb@ubi.pt Kelly de Lemos Serrano O’Hara CIDESD (Sports Sciences, Health Sciences and Human Development), Sport Sciences Department, Universidade da Beira Interior, Portugal Email: ohara@ubi.pt Paulo Alexandre de Oliveira Duarte NECE – UBI (Research Unit in Business Sciences), Business and Economics Department, Universidade da Beira Interior Portugal Email: pduarte@ubi.pt Maria Dulce Leal Esteves Sport Sciences Department, Universidade da Beira Interior Portugal Email: desteves@ubi.pt Journal of International Studies Scientific Papers © Foundation of International Studies, 2017 © CSR, 2017