PurposeThis study aims to identify the variables that could influence the intentions to use fitness apps based on the attractiveness of the fitness apps.Design/methodology/approachThe technology acceptance model (TAM) was used in this study. For this purpose, an online questionnaire was sent to 200 sports consumers of a fitness center (117 women and 83 males) to find out their perceptions regarding attractiveness, usefulness, ease of use, enjoyment, trust and intention to use of the fitness app of the fitness center. Exploratory factor analysis, confirmatory factor analysis and structural equation modeling were conducted.FindingsThe results showed that the variables analyzed have a positive influence on the intention to use fitness apps, with the attractiveness and usefulness and the ease to use and intention to use having the strongest relationship.Originality/valueThese findings show the importance of these variables for the use of fitness apps in fitness centers. Furthermore, the findings represent advancement and help in the design and development of apps in fitness centers, as well as in the field of sports management.