ARTICLE The Use of Cluster Analysis to Segment Clients of a Sport Center in Spain ROBERTO LUNA-AROCAS* & THOMAS LI-PING TANG** *University of Valencia, Spain **Middle Tennessee State University, USA ABSTRACT This research examines the motivation profiles of 218 consumers at a sport center in Valencia, Spain. We employed the Motivation in Sport Scale (MISS /Sport Center) with the following eight motives (factors): Positive Affect, Social Contact, Physical Exercise, Coping Strategy, Challenge, Body Image, Competition, and Entertainment. There were significant differences in consumers’ motives across gender, age, and marital status. We identified five motivation profiles using the eight motives of MISS  /Sport Center: Non-Competitive Leisure-Oriented Exercisers, Practical Social Entertainers, Affective Users, Enthusiastic Sportspersons, and Passive Participants. There were differences in demographic variables and satisfaction among five motiva- tion profiles. Results were discussed in light of marketing strategies for sport centers and the satisfaction of sport consumers. This study explores the motivation and satisfaction of consumers at a sport center by examining a small random sample of consumers of a large sport center in Valencia, Spain. The major purpose of this investigation is to ascertain the motivation profiles using the Motivation in Sport Scale (MISS / Sport Center) in a cluster analysis and to examine the possible differences in members’ satisfaction with a sport center and demographic variables across different motivation profiles. This study is of interest not only for sport centers but for any sport organization that depends on consumers for its financial welfare. Understanding why clients/fans endorse a particular sport organization and consume sport, and using that insight to apply segmenta- tion principles and to serve those consumers better is of high priority in Correspondence Address : Thomas Li-Ping Tang, P.O. Box 516, Department of Management and Marketing, Jennings A. Jones College of Business, Middle Tennessee State University, Murfreesboro, TN 37132, USA. Email: ttang@mtsu.edu ISSN 1618-4742 Print/ISSN 1746-031X Online # 2005 European Association for Sport Management DOI: 10.1080/16184740500430256 European Sport Management Quarterly, Vol. 5, No. 4, 381  /413, December 2005