This is a cross-sectional, empirical study set in Spain and Colombia to examine the main motivations and attitudes towards physical and sports activity in different population groups. An empirical model is proposed which integrates two existing models that explain the behaviour of physical exercise and sports practice: the physical activity and leisure motivation scale (PALMS), and the theory of planned behaviour (TPB). The results show neither significant differences between the two countries nor any differences in other categories, such as gender or age group. The motivation to take part in sports is seen as an improvement in physical condition and mental state and as a desire for mastery in sports practice. This is one of the most complete studies carried out in two countries at the same time to examine the process of consumer behaviour regarding sports services.