This research focused on measuring perceived quality in the context of sport and fitness services using a novel approach in sport management: fuzzy logic. Several analytical procedures have been depicted to operate with fuzzy techniques, which may be applied to empirical research by a wide range of researchers in the sport literature, as well as sport managers. This study showed that fuzzy logic is an attractive method to increase the value of the information collected from customers’ evaluations. The implemented procedure overcomes the disadvantages of the research focused on the third-person approach, and minimizes the categorization bias and interaction bias derived from the relationship between verbal and numerical labels. An empirical study of two samples of consumers from two fitness centers illustrates the advantages of this method.