The fitness industry is rapidly growing with digital technology for operation and engagement with clients. This thesis explores how value creation is impacted by the use of IT Systems in the fitness industry. It also gathers insights how IT Systems are used for productive and efficient management operations, customer management/interactions, and strategic planning in context of different value dimensions. In our thesis we use qualitative research methods, including semi-structured interviews with fitness facilities in different countries. The research identifies key challenges and benefits of IT Systems. Finally, the research identifies how IT Systems could improve operational efficiency and strategic planning. The study emphasizes the importance of aligning IT Systems with broader business strategies to achieve competitive advantages and enhanced customer engagement. Finally, the research explores how the IT Systems affects the Fitness industry and how the value creation through IT Systems could be provided.