This study aimed to investigate the effect of pricing sports facilities on consumer choice in Isfahan. The method of this research was descriptive causal which was done by survey method. The statistical population of the study was all consumers of sports facilities in Isfahan. The statistical sample size was 369 using Cochran's formula. The measurement tool in this study was standard questionnaires. These questionnaires were based on the objectives of the research; In the pricing sectors (market stability, customer-related goals, market share and capacity goals, competition-related goals, service-related goals, financial goals, goals related to achieving acceptable profit and sales, and goals related to Maximizing profits and sales) and consumer choice (need for uniqueness, functional value, social value, emotional value, product orientation and purchase intention). After conducting a preliminary study and determining the variance of the questions; Through Cronbach's alpha coefficient, the reliability coefficient of pricing questionnaires was 0.87 and consumer choice was 0.84. T, F and structural equation tests were used to analyze the findings of this study. The results showed that the coefficient of pricing path of sports venues on the method of consumer choice in Isfahan is equal to 0.55, which is a positive value and the existence of a significant and positive effect of pricing of sports venues on the method of consumer choice in Isfahan was confirmed. Finally, it can be said that pricing can be maintained as a dynamic factor derived from various factors.