Socio-сultural Innovation or сommercial service: towards a discussion on the essence of modern fitness and paradigmatic foundations of professional training for specialists in higher education

In the presented text material of a discussion nature fixes the problem of an ambiguous approach to understanding fitness. It is conditioned by opposing ideological attitudes, which, on the one hand, are documented in the official narrative, on the other hand, in the theoretical studies of figures in physical culture and sports humanities. The existing contradiction makes it difficult to develop an adequate approach to learning fitness professionals in the process of obtaining professional and pedagogical education.