Modeling a conceptual approach to the organization of health-oriented physical culture in the higher education system

The purpose of the study is to model the integration of phygital technologies into the system of organizing health-oriented physical culture for students in the context of the digital transformation of higher education. Research methods: analysis of contemporary scientific literature and regulatory documents; comparison and systematization of scientific approaches; modeling as a method for designing a conceptual model. Research results and conclusions. The issue of insufficient physical activity among university students, caused by lifestyle characteristics and the digitalization of the educational environment, has been updated. The author's definition of the concept of the 'phygital approach' is substantiated, representing a synthesis of physical and digital forms of activity, including gamification, feedback, and self-monitoring tools. Organizational and pedagogical conditions for the effective implementation of the phygital approach have been formulated. A structural-functional model for integrating phygital technologies into students' health-oriented physical education is presented. The need to modernize physical education in universities through the phygital approach is justified.