Customer Relationship Management (CRM) plays an extremely important role at the beginning of the 21st century in business of many companies. In the focus of CRM is the client and meeting his needs. Implementing CRM in the daily business, among other things, it helps to better understand customer needs, create deep customer relationships and meet their needs on a higher level. Customer satisfaction is the most common reason for repeat purchase and it results in customer loyalty, leading to increased competitiveness and profits. Customer loyalty is considered to show the strength of a relationship between an individual’s relative attitude and repeat purchases. In this paper, as part of sports marketing, it signifies the willingness of the user to visit a sports and recreation center on a regular basis. The saturation of the market of sports and recreation centers requires the need for systematic management of customer relationships and the creation of long-term and solid relationships. This is the topic of this research, which addresses the issue of the impact of loyalty programs and certain elements of the centers' service on customer loyalty and investigates how sports and recreation centers can influence creating and increasing customer loyalty for business success. The research results with the cognition that certain elements of sports and recreation centers affect customer loyalty. In addition, the research has proven that using different types of loyalty programs can increase customer loyalty.