"LA Fitness grew from three clubs, each owned by one of the founders. In 1990 Fred Turock, Jeremy Taylor and David Turner decided to come together to jointly manage these clubs , with the aim of building a network of gyms with world-class facilities. In 1996 they created the LA Fitness brand and the following year they became part of the top ten health and fitness club operators, catering to a wide variety. of people of all shapes and sizes and with a wide range of goals. In 1999 the growth and success of the LA Fitness group led to a listing on the London Stock Exchange. In 2005 the team decided it needed more control: wanted to ensure that LA Fitness could continue to provide affordable membership and a fun environment for its growing membership. LA Fitness now has more than 88 clubs and over a quarter of a million members across the UK." , 2007). Consumer behavior is the way consumers demonstrate. in researching, purchasing, using, evaluating and disposing of products and services. The study of consumer behavior as a separate marketing discipline began when marketers realized that consumers did not always react as marketing theory suggested (Ekström, 2003). Many consumers rebel against using the same products everyone else uses, instead preferring differentiated products that they believe reflect their special needs, personalities and lifestyles. Instead of trying to convince customers to buy what LA Fitness has already produced, the marketing department decided to produce a product for families and not just individuals. The company decided to do this through research. The needs and desires of consumers have become the main focus of the company. This consumer-oriented market...... middle of document ......APCRT%3E2.0.CO%3B2- 5&size=LARGE&origin=JSTOR-enlargePage#abstract database.Chowdhury, Mohammed S. (June 2006 ) . Human behavior in the context of training: An overview of the role of learning theories applied to training and development. Monroe College Journal of Knowledge Management Practice, 7 (2), . Retrieved July 29, 2007, from http://www.unlibrary-nairobi.org/PDFs/Humanbehavior.docRummel RJ(2005). Freedom. . Retrieved July 28, 2007, from http://freedomism.blogspot.co m/2005/05/chapter-4-intentionality-principle.htmlDiSC. (1996). Research report on classics and models of personality. Retrieved July 31, 2007, from http://www.inscapepublishing.com/pdf/PPSMOPO-232.pdf.Zins, Andreas H., & Bauernfeind, Ulrike. (2005). Information and Communication Technologies in Tourism 2005 (5th ed.), from http://www.springerlink.com/content/k2872j0q6705r377/