THE MAIN TRENDS IN THE MARKET OF FUNCTIONING OF FITNESS CLUBS: DIRECTIONS OF APPLICATION OF DIGITAL TECHNOLOGIES

Abstract

Introduction. The article clarifies that fitness clubs play an essential role in in-volving various segments of the population in leading a healthy lifestyle and sports activities. The article demonstrates the growing involvement of the population in visiting sports organiza-tions and focuses on marketing solutions for fitness clubs in the post-pandemic period, largely related to the use of digital technologies. Materials and methods. The article examines the main trends in the fitness industry market based on the analysis and comparison of opinions of spe-cialists studying this field. The materials of official statistics, the results of expert analytical re-ports, empirical research materials, in particular, conducted by RBC and businesstat.ru. The methods of data collection, comparison, graphical display, analysis and synthesis, and formula-tion of conclusions are used. Research results. It is clarified that the sports industry in Russia is actively developing. The key impetus to this process is the social policy of the state, which stimulates the focus on a healthy lifestyle and the involvement of the population in physical ed-ucation and sports. Another area of crucial importance in the nation's recovery is the formation and development of a fitness services market that innovates and relies on the use of advanced digital technologies. Discussion and conclusion. It is determined that the market in which fitness clubs are active in Russia continues to grow today. During the pandemic, for objective reasons, in terms of the number of visits to fitness clubs by citizens, the decrease reached more than 47%. However, the situation has further changed in a positive direction. In many ways, this is facili-tated by the experience gained by clubs during the pandemic in terms of introducing digital technologies into their work. The key trends today are: the use of software products, digital so-cialization of consumers, gamification, the combination of online and offline training formats, automation of the processes of working with consumers and staff.