A consistent developing trend for hardware facilities and software services has been observed in the operation of sports centers in Taipei. In addition, geographical proximity causes sports venues to compete intensely with other venues located in the same administrative division. Therefore, sports centers must clearly identify their strengths and the service area of consumers. The objective of this study was to analyze the differences in motivations and behaviors for participating in sports based on service area and demographic variables. The Wanhua Sports Center in Taipei was examined. The results and findings are listed as follows. Wanhua Sports Center consumers were mainly concentrated in the Wanhua District. These consumers constituted a male-dominated, highly educated population of middle-class office workers. The main sports motivation was to promote health. For visual identification and characterization, Wanhua Sports Center consumers were divided into three distinct service areas, namely primary, secondary, and marginal; these service areas encompassed 12 districts in Taipei, adjacent administrative districts in New Taipei City, and portions of Keelung City. The consumers in the primary service area spent an average of 16 min commuting to the venue. The key concerns and characteristics for these consumers were close commuting distance, low commuting time, exercising alone, exercising three times per week or more, and a high probability of purchasing a long-term membership. The gym, swimming pool, and dance studio were the most frequently used facilities. For consumers in the secondary service area, the travel time was approximately 25 min. These consumers participated in sports weekly with lower frequency than the consumers in the primary service area and exercised with partners. In the marginal service area, consumers exhibited a wide and dispersive geographical distribution. These consumers were willing to spend longer commuting time for specific features of facilities (approximately 34 min) than were those in the other service areas. These consumers exhibited high loyalty and satisfaction.