The important factors for success in today's business market are complete knowledge of the customer, prioritizing his needs and priorities, and providing quality services. Therefore, the overall goal of this research was to study the factors affecting consumer behavior of sports venues and spaces in Mazandaran Province. The present research method was qualitative, and the grounded theory method based on the Glaser method was used to build the conceptual model of the research. The research population was conducted through in-depth interviews with officials of the General Directorate of Sports and Youth of Mazandaran Province and the sports and youth departments of the counties, managers of clubs and sports complexes, sports coaches, and athletes. From this collection, to the extent that theoretical saturation was achieved with respect to the research topic (16 interviews), purposive sampling was used for sampling in this research. Qualitative data analysis led to the extraction of five main categories; Standard sports infrastructure, accessibility and location, perceived economic value, quality of services and human resources, and social and marketing activities were identified and categorized in the study of factors affecting consumer behavior. Therefore, it can be concluded that the behavior of sports consumers in Mazandaran Province is a function of a combination of physical, economic, and human factors. Consequently, it is recommended that managers of sports facilities and provincial sports policymakers utilize the framework presented in this study for planning, service improvement, and the design of effective strategies to attract and retain consumers.