Self-leadership is defined as the process through which employees influence themselves to achieve the self-direction and self-motivation necessary to behave and perform in desirable ways. The purpose of this study was to examine the effects of self-leadership of employees working at the sports center on job satisfaction and customer orientation. Data for this study were obtained from 299 employees working at the public and commercial sport centers. For data analysis, descriptive statistics was employed to identify the demographic characteristics of respondents and factor analysis and structure equation modeling were employed to test the research hypothesis by SPSS 13.0 and AMOS 5.0. Self-leadership strategies were divided into behavior-focused strategies, natural reward strategies, and constructive thought pattern strategies. The results were as follows. First, employee\'s self-leadership had a positive direct effect on job satisfaction. Second, employee\'s self-leadership had positive direct and indirect effects on customer orientation. Third, employee\'s job satisfaction had a positive direct effect on customer orientation. In conclusion, self-leadership strategies can be used as a guide for developing programs that affect job satisfaction and customer orientation outcomes.