Physical activity is the most effective preventive medicine in enhancing our physical health and subjective wellbeing. Since 2013, the South Korean government has introduced and developed the public sports club system as a way to promote exercise and the health of the general public. The current study investigated factors underlying the general public’s desires and intentions to join or participate in a public sports club (PSC) using the model of goal-directed behavior (MGB). Data were collected from 254 college students who had prior experience of participating in at least one PSC and were primarily analyzed using structural equation modeling (SEM). The results suggest that, among the five MGB determinants, the positive anticipated emotions and perceived behavioral control were significantly associated with participants’ desires, and, in turn, their desires were significantly related to their intention to participate in PSCs. Meanwhile, the respondents’ prior experience was marginally but significantly associated with desire but not with behavioral intention. Prior knowledge (through health communications) was significantly related to attitude, desire, and behavioral intention. Overall, the findings support the use of positive anticipated emotions, perceived behavioral condition, prior knowledge, and desire as indicators of participation behavior in the PSC context, and may aid the development of health communication and interventions aimed at encouraging future participation.