Abstarct: The purpose of this study was to investigate the effect of ethical selling behavior on the quality of communication and willingness to re-attend clients of fitness clubs. The statistical population of this study consisted of all bodybuilders clubs in Shahroud city, out of which 308 were randomly selected and studied as sample. To collect data after determining the validity and reliability, the questionnaire of ethical selling behavior (Najafi, 2016), quality of communication (Kim, 2008) and tendency to re-presence (Lim, 2006) were used. To determine content validity of these questionnaires, 12 experts and sports management and sports coaches attitudes were used. to confirm the convergent and divergent validity and reliability of the questionnaires, three factors of factor loadings were used. Cronbach's alpha coefficient and composite reliability coefficient were used according to Fornell-Locker (1981). Cronbach's alpha coefficient of moral selling behavior questionnaire (0.91), relationship quality (0.84) and tendency to reappear (0.83) were calculated. Structural equation modeling was used to test the hypotheses and in particular the partial least squares approach. The results showed that the ethical sales behavior of managers had a direct and significant effect on the quality of communication and willingness to reappear. Also, the effect of quality of relationship with customers on willingness to reappear was positive and significant. Finally, the fitting indices showed that the overall model of the research is suitable. Since ethical sales behavior is a good predictor of quality of communication and willingness to re-attend customers, it is recommended that managers and owners of bodybuilding clubs use ethical behavior in communicating with customers, as ethical sales behavior Strengthening the relationship will increase the desire for clients to be present at the club again.