CURRENT TRENDS IN THE SPORTS INDUSTRY AND THEIR INFLUENCE ON THE DEVELOPMENT OF ORGANIZATIONS
Keywords:sports industry, strategic development, physical activity, state policy, fitness, sports organizations, digital marketing technologies
The article considers the current trends in the sports industry and their impact on the development of organizations. In conditions of rapid changes in the regulatory framework, unstable economic situation, fierce competition for effective demand, organizations must not only focus on the development of domestic capacity, but also to form a flexible policy aimed at adapting to change. Therefore, the task of developing and implementing a model of strategic development of sports organizations, which would increase the efficiency of their functioning in a market environment, take into account the growing needs of the population in sports and health services and allow to form competitive strategies. The impact of the fitness industry on the health of modern man has been studied. In modern conditions, the issue of creating the necessary conditions to involve people in daily and specially organized physical activity of appropriate duration, intensity and regularity is relevant. In Ukraine, due to a number of objective and subjective reasons, significant reserves for increasing the motivation of the population to physical activity, the formation of relevant interests, the use of organizational and managerial capabilities of various actors in the system of sports and recreational physical activity, strategic directions and justification of innovative technologies to create a comfortable environment that will encourage physical activity.
It is proved that for today fitness is a driver of growth and development of the sports industry. This confirms the fact that the fitness industry involves many sectors of the national economy: industry (production of sporting goods, equipment, equipment, facilities), nutrition, sports medicine and pharmacy, and so on. Therefore, consider the current trends in the sports industry on the example of fitness.
Today, there is a need for change in the sports industry and the production of quality sports products based on the use of modern approaches, combining the efforts of interested organizations and the public. The definition of strategic directions of development of the sports industry, forecasting of perspective processes, use of system and program-target approaches in development and realization of practical actions acquires special urgency.
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