Management of marketing strategies of fitness clubs within the Sports as a Norm of Life Project in Nizhny Novgorod
Petrenko E.S.1,2
, Chaplygina A.S.2
1 Государственный университет управления
2 Российский экономический университет им. Г.В. Плеханова
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Journal paper
Economics and management in sports (РИНЦ, ВАК)
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Volume 4, Number 3 (July-september 2024)
Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=75097647
Abstract:
The article is devoted to the analysis of the role of fitness clubs in the implementation of the federal project "Sport as a norm of life", aimed at attracting citizens to regular physical education and sports. The main idea is that fitness clubs play a key role in achieving the goals of the project, creating conditions to meet the needs of the population in motor activity. The example of Nizhny Novgorod shows that despite the decrease in the number of fitness clubs, the number of people exercising is growing. This is due to effective marketing strategies, variety of services, affordable prices, and convenient location of clubs. In order to further increase the population's participation in sports activities, it is necessary to develop state support for the fitness industry, including the possibility of creating state fitness clubs, which can help increase the availability and quality of services provided.
Keywords: management, marketing strategy, fitness club, sports as a norm of life, population involvement, sports infrastructure, development, state support
JEL-classification: L80, L83, Z20
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