The purpose of the current research was to identify the value proposition factors of the customers in the fitness clubs of Shiraz city. The research method is qualitative (data-based theory). The statistical population of the present study included managers, personnel, clients of Shiraz fitness clubs, as well as academic experts.The sampling method was purposeful and snowball technique. The research tool was interview, which consisted of 17 people including two general categories. The first group included managers, personnel and customers in Shiraz fitness clubs, and the second group included university experts who had authored articles in the field of value proposition. The validity of the research tool (interview) was examined and confirmed by the interviewees and then the expert professors, and the intra-subject agreement method was used to measure the reliability, and according to this method, the reliability value was equal to 0.87. In order to analyze the data, the data-based theory method was used.The findings of this research showed that the value proposition factors of fitness club customers in Shiraz city were classified in the form of 5 main categories. The categories include: functional value proposition, situational value proposition, emotional value proposition, social value proposition, cognitive value proposition. These 5 items contain9 concepts and 77 factors or open code. Based on the findings of the research, the value proposition components based on the importance and emphasis of the interviewees include: emotional value proposition, functional value proposition, cognitive value proposition, social value proposition, and situational value proposition.Based on the findings of this research, we conclude that for the development of fitness clubs in Shiraz, as well as the applicability of fitness clubs in Shiraz for the use of customers, it is necessary to focus on the categories extracted from this research through the identification of the proposed values ​​desired by customers. It is possible to take basic steps to meet their needs. Paying attention to these categories and their important components will help Shiraz fitness clubs in attracting and retaining customers. Owners and managers, sports entrepreneurs for fitness clubs are suggested to put their main focus on "Active Leisure", "Economic Resources", "Positive Performance", "Facilities" and "Consulting Services". It is an important place for the fitness clubs of Shiraz city.