In modern marketing conditions to achieve the required competitiveness level, fitness organizations are to focus on active implementation of marketing as an activity management concept, directed at the variety of product portfolio and price policy. Thus, it will provide stable functioning and development, achieving full satisfaction of the needs and interests in all target audience groups. The aim of the conducted marketing research is to compile the necessary information and analytical base to ensure that fitness organizations make reasonable marketing decisions to expand the customer base and attract new consumer segments. The following methods are used in the course of the study: target audience analysis, building a competitive polygon, ABC analysis of the fitness services market, and a survey of fitness organizations heads and fitness instructors. A study of the Omsk fitness services market was conducted, its key features and trends were identified, the number and types of fitness organizations’ services were determined, and a consumer profile was compiled based on key characteristics. The results determine the need for regular monitoring of the characteristics and needs of the target audience in order to develop a marketing strategy and change trends in the fitness services market. The authors identify the prospects for the innovative development of the fitness services market, among which, as one of the promising areas that have not yet found sufficient implementation in the region, is the introduction of physical rehabilitation programs for various target groups into the list of services of fitness organizations. It would ensure the restoration of health after a disease and allow to return to an active life. This can be considered as a key competitive advantage that ensures the required satisfaction level for a particular consumer segment and increases the effectiveness of the organization as a whole.
Tsalko et al. (Wed,) studied this question.