This study segments the clients of fitness centres in the Portuguese island of Madeira based on cluster analysis. A questionnaire with 121 observations is used to examine the motivation profiles. The findings reveal that there are three segments in the data: the first is denominated as the 'happy consumer' segment. The second segment consists of the 'unhappy consumers' and the third are composed of the unmarried, unattached consumers. The managerial implications of the results are derived.

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This research aims to understand the effects of public policies on sports for people in local level, through the study of factors influencing the process of regional sport development in Portugal. The chosen framework presented here considers to sever-al variables such as the demographic dimensions, organizational levels, financial resources, political parties through the num-ber of athletes variable. This applied methodology studies the development of sports for 2000-2009, using spatial economet-rics to explain the variables in the database. The results obtained, indicate an increasing number of athletes who were fa-voured and recruited by sports leaders (sporting director), the expenditure and investment on culture and sport as well as the politics of sports are influenced by prevailing political parties. We conclude that the growth policies for sports should include 1: promote an active demography, 2: prioritize deprived areas, 3: invest in the human factors, 4: increase spending on culture and sport, and 5: preferably choosing a municipal Social Democrat or Independent management team.

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Con el objetivo de caracterizar el perfil sociodemográfico y de gamer, y hábito deportivo de los/las gamers portugueses/as desde una perspectiva de género se realizó un cuestionario (N=413) en el evento de videojuegos celebrado en Braga, Portugal. Los resultados muestran que el gamer es predominantemente masculino (92.1%), estudiante (76.7%) y desempleado (76.9%), aunque los hombres son más jóvenes (menos de 20 años, 78.5%) respecto las mujeres (mayores de 20 años, 69.7%); los hombres tienen estudios más bajos (secundaria o inferior, 61.9%) respecto las mujeres (graduado o superior, 54.6%); y, los hombres reciben más retribución por jugar (50%) respecto las mujeres (6.1%). Atendiendo al perfil gamer, ambos entienden los videojuegos como entretenimiento (83.8%) y lo valoran como formación personal (87.1%), se identifican como gamer amateur (86.4%), dedican menos de 10h/semana de juego (55.1%) y siguen a streamers menos de 2h/día. La razón por la que empezaron a jugar (entretenimiento el 52.9% de los hombres y la competición el 36.4% de las mujeres) y la especialización de juego (estrategia/acción el 38.7% de los hombres y el retro el 57.6% de las mujeres) difiere según el género. Atendiendo los hábitos de práctica deportiva, las mujeres practican menos (42.4%) y los hombres practican más días a la semana; y reconocen beneficios en su rendimiento posterior en videojuegos (66.4%); las mujeres no realizan entrenamientos específicos para gamers (66.7%). Se concluye que estos datos evidencian las diferencias de perfiles según el género y la necesidad de desarrollar estrategias de promoción de la actividad física, así como desplegar acciones para adaptarse mejor a las necesidades de cada género. Palabras clave: gestión deportiva; e-games; gamers; actividad física; género. Abstract. With the aim of characterizing the sociodemographic and gamer profile, and sporting habits of Portuguese gamers from a gender perspective, a questionnaire (N=413) was carried out at the video game event held in Braga, Portugal. The results show that the gamer is predominantly male (92.1%), student (76.7%) and unemployed (76.9%), although men are younger (less than 20 years old, 78.5%) compared to women (over 20 years old, 69.7%); men have lower education (secondary school or less, 61.9%) compared to women (graduate or higher, 54.6%); and, men receive more compensation for playing (50%) compared to women (6.1%). Regarding the gamer profile, both understand videogames as entertainment (83.8%) and value it as personal training (87.1%), identify themselves as amateur gamers (86.4%), spend less than 10h/week playing games (55.1%) and continue to to streamers less than 2h/day. The reason they started playing (entertainment 52.9% of men and competition 36.4% of women) and game specialization (strategy/action 38.7% of men and retro 57.6% of women) ) differs by gender. Considering sports practice habits, women practice less (42.4%) and men practice more days a week; and recognize benefits in their subsequent performance in video games (66.4%); women do not perform specific training for gamers (66.7%). It is concluded that these data show the differences in profiles according to gender and the need to develop strategies to promote physical activity, as well as to deploy actions to better adapt to the needs of each gender. Keywords: sport management; e-games; gamers; sport habits; gender.