Marketing analysis of the activities of fitness clubs

The article presents the results of a marketing analysis of the activity of fitness clubs in modern crisis conditions. The degree of influence of factors of the external and internal environment of fitness clubs is revealed. A detailed description of the conducted PEST-analysis is provided, which notes that the administration of fitness clubs in their professional activities focus on the state of mental and physiological health of the population, and only then financing (67 points), improvement of the regulatory and legal framework (63 points). The process of conducting such a method of marketing analysis as SWOT-analysis is revealed. The process of such an analysis includes the following stages: identification of strengths and weaknesses; identifying opportunities and threats and reflecting them in terms of strengths and weaknesses; search for an opportunity to function on the border of responsible characteristics of fitness clubs. The content of the constructed matrix of SWOT-analysis of further activities of fitness clubs is revealed.