The purpose of this paper is to examine sports market via applying conjoint analysis to commercial sports club services. A simulation model was used to predict fluctuations in sports club market share. Data for this study were collected from an urban commercial sports club located in Osaka. A sample of 198 club members was studied through computer interactive interviewing. Six service attributes and 18 levels were considered in the research design. Service profiles that were combinations of attributes and levels were presented to respondents by means of paired comparisons. The overall ranked data were analyzed using Jonhson\u27s nonmetric tradeoff algorithm. Conjoint analysis allows the researcher to determine consumer\u27s part-worth utilities for each service attribute under study. Conjoint choice simulator requires part-worth utility information to predict which set of competing attribute profiles individuals are likely to choose. The first choice model was used as the choice simulator in this study. Findings from the simulation were as follows : 1) Extension of the market share was caused by improvements in conditions such as \u27distance\u27, \u27monthly fee\u27, and \u27augumented facilities\u27. 2) Reduction in market share was caused by a decline in \u27instractor quality\u27, \u27distance\u27, \u27membership initiation fee\u27, and \u27monthly fee\u27 conditions. 3) A sports club without any distinctive service attributes was not chosen by consumers. These results that management should characterize the sports club as having specific service attributes
