The primary goal of this work is to determine the influence of goals in potential and/or active sports consumers of sports products, while the partial goal is to determine whether there are differences between the observed female and male samples. The observed sample consisted of 357 entities, with an average age of 24.5±7.46 years, 66.94% (239) of the female consumer population and 33.06% (118) of the male consumer population. For the purposes of analyzing the impact of goals on consumers of sports products, a questionnaire containing 13 items was used for this research. Respondents expressed their degree of agreement with each statement on a 5-point Likert scale. The results indicate a low level of physical/sports activities and a high level of awareness/information about the need to engage in and assess the importance/need of practicing physical/sports activities. When assessing the ranking of the importance of goals that influence or could influence the practice of physical/sporting activities, health turned out to be the most important goal. There is no difference in the assessment of the goals of the female and male samples, while there is still a difference in the other observed variables. The male sample is much more active and willing to pay more for activities, i.e. sports products.