Purpose: The purpose of this research was to test the influence of consumer knowledge management on attitudinal and behavioral loyalty through service quality and psychological involvement. Design/methodology/approach: The participants (N = 396) were recruited through a convenience sampling technique from non-profit sport clubs in Iran. Data were analyzed with the Structural Equation Modeling using Mplus 7.4. Findings: The results revealed that the effects of service quality on psychological involvement were dependent on consumer knowledge management. Furthermore, there were the mediating effects of service quality and psychological involvement in the relationships between the consumer knowledge management and loyalty. Practical implications: The research findings provide valuable insights for non-profit sport club managers seeking to better attract and retain their consumers by demonstrating the importance of investing in consumer knowledge management initiatives. Managers should thus integrate knowledge orientation into their marketing and relationship management strategies and apply the strategy into consumer knowledge within club services. Originality/value: This study empirically highlights the important role of knowledge from, for and about the consumer on perceived service quality and loyalty building among the non-profit consumer base.