The fitness level of the Indonesian population is considered very low according to the 2022 Sport Development Index report. According to a survey by the Health Collaborative Center (HCC), 70% of Indonesians have resolved to lead a healthy lifestyle and exercise regularly in 2024.In Bandung, more than 150 fitness establishments are operated by individuals who see these centers as business ventures. Several of these fitness centers offer an extensive array of facilities at varying price points. Due to the highly competitive nature of the market, business owners must develop strategic approaches, one of which involves leveraging consumer behavior. The goal is to ensure customers are satisfied with the provided facilities and have a positive experience using the services, which is expected to encourage repeat subscriptions in the future. However, it has been observed that only 60% of fitness center members remain loyal and renew their subscriptions regularly. The role of price as a crucial factor influencing customer retention at fitness centers is notable. This study employs a quantitative research method with a causal objective, conducted in a cross-sectional manner without researcher interference. The analysis is carried out at the individual level within a non-contrived setting. The research strategy involves surveys, focusing on independent variables such as experience, engagement, and price, a dependent variable being future intention, and an intervening variable being satisfaction. Using a Likert scale for measurement, the sample was determined through non-probability purposive sampling, resulting in 190 respondents who frequently visit fitness centers in Bandung City. Data collection involved administering questionnaires to fitness center users, and data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study's findings indicate that in Bandung's fitness centers, price, customer experience, and customer engagement all significantly enhance consumer satisfaction. Additionally, customer satisfaction at these fitness centers has a significant positive impact on their future purchase intentions. Indirect effects were also found, wherein customer experience and engagement positively influence future purchase intentions through customer satisfaction. This research aims to provide valuable insights for designing marketing strategies through a consumer behavior approach, particularly in service marketing, within a competitive business environment.