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Each time medium and small business give time increase the trust in their brand. The literature supports that brand trust is an antecedent of satisfaction, word of mouth and loyalty. Even given its importance, in the field of sport management has been underestimated. Our objective is to propose a multiple lineal regression model to explain the background of the trust in a fitness premium service. The results of the consultation (314 customers) show that the corporative image is the most important background in brand trust (β=.53), followed by the perceived value (β=.16), satisfaction (β=.13) and finally quality (β=.12). This paper provides new information by the fact of studying the brand trust inside sport management in relation with other traditional variables, added to premium fitness is a field little studied. The main extracted information, is that the image is the most influential factor of trust convey to brand customers, which lead to practical information for the sports managers. [ABSTRACT FROM AUTHOR]