THE ROLE OF THE FITNESS INDUSTRY IN CREATING JOBS AND SUPPORTING SMALL BUSINESSES

The article analyzes the role of the fitness industry in creating jobs and supporting small businesses. The paper examines the mechanisms contributing to the development of the industry, including government support, digital transformation and modern business models. The study uses statistical analysis, a comparative approach, as well as an overview of modern economic models of fitness business management. The authors use data from official sources, scientific publications, and industry analytics. The main results of the study show that the fitness industry is an important source of employment, providing jobs for trainers, administrative staff, marketers and digital technology specialists. Small businesses in this area are characterized by high adaptability and flexibility in responding to market changes. Government support in the form of preferential taxation, subsidies and educational programs helps to increase the number of small businesses in the fitness industry, stimulating investments in the development of sports infrastructure. Digitalization affects the development of the industry through the introduction of CRM systems, online courses, mobile applications and personalized training programs, optimizing business management, expanding the customer audience and increasing the competitiveness of organizations. It is expected to strengthen the role of digital technologies, the development of hybrid business models and the expansion of government support, which will lead to the growth of the fitness services market.