In this paper, the identification of goals for the consumption of sports services was analyzed on the example of recreational sports consumers. The popularization of sports, as well as physical activities, nowadays keeps sports high on the list of interests in life. One of the main "enemies" and problems of the modern era is certainly the sedentary lifestyle practiced by all generations. Sports activity has numerous functions, among which are contributing to a healthy lifestyle of citizens, upbringing and education, economic development. In sports, management is a key element of success. When managing both sports organizations and teams, many aspects are involved that differ from those in other industries, such as running competitions, managing athletes, developing talent, managing finances, securing sponsors, following changes in the sports industry, and more. When managing marketing in sports organizations, it is necessary to effectively combine the very elements of the marketing mix, which Karolina Cindrić: Identifikacija ciljeva konzumiranja sportske usluge na primjeru sportskih potrošača rekreativaca V are the same as in the marketing of any other activity, namely: product, price, promotion and distribution. A sports product can be defined as a tangible or intangible product whose purpose is to satisfy a user's need or desire, which means that a specific product does not necessarily have to be in material form to satisfy some need or desire.