Demand, supply and competition in the market of additional educational services in the field of physical education and sports: professional retraining

The modern market for educational services in the field of physical education and sports is characterized by high dynamism and increasing competition. One of its in-demand segments is professional retraining programs (PRPs), which in turn serve as a key tool for addressing the industry's staffing issues. In the context of digital transformation, the emergence of new sports professions, and new types of sports, PRPs demonstrate the greatest flexibility and adaptability to the targeted demands of the industry. However, the rapid growth of this segment also gives rise to a number of challenges: intensified competition among providers, the risk of declining quality of educational products, and the need for constant updating of program content. The purpose of the study is to conduct a comprehensive analysis of the current state and identify key trends in the market for professional retraining programs in the field of physical education and sports, based on the examination of the structure and dynamics of demand, supply, and the competitive environment, as well as pricing policies in the area of additional professional education. Research methods: analysis of scientific-methodological and specialized literature, modern educational programs in additional education, regulatory documents, as well as labor market data and professional community requests; methods of systemic and comparative analysis. Research results and conclusions. The structure and workforce motivation of consumer demand for professional retraining programs have been analyzed, and key target audiences, along with their personnel and competency needs, have been identified. The structure of additional professional education (APE) offerings in the field of physical education and sports on the Russian educational services market has been determined and studied; the main providers of educational services have been identified, and the content and forms of training of the implemented professional retraining programs have been analyzed. The main aspects of pricing policy in this area have been defined, examples of successful implementation of professional retraining programs have been presented, and their comparative analysis has been conducted in the context of the main challenges and prospects for the development of this segment of the educational services market.