ГЛОБАЛЬНИЙ РИНОК ОЗДОРОВЧОГО ФІТНЕСУ: СИСТЕМАТИЗАЦІЯ СУЧАСНИХ ТРЕНДІВ ТА СТРАТЕГІЧНИХ НАПРЯМІВ ТРАНСФОРМАЦІЇ

Мирослав Дутчак; Olena Andryeyeva; Galyna Putyatina

doi:10.15330/fcult.47.3-13

Authors

Мирослав Дутчак National University of Ukraine on Physical Education and Sport
Olena Andryeyeva National University of Ukraine on Physical Education and Sport
Galyna Putyatina Zhytomyr Polytechnic State University

DOI:

https://doi.org/10.15330/fcult.47.3-13

Keywords:

personalization, digitalization, customer experience, corporate wellness, prevention, business models

Abstract

Abstract. Introduction. The global health fitness market is undergoing significant transformations associated with changes in consumer behavior, digitalization, preventive healthcare priorities, and the growing role of wellness services. Despite numerous studies on individual fitness trends, their strategic implications for the development of health fitness operators remain insufficiently systematized. Purpose. To systematize contemporary trends in the global health fitness market and substantiate their strategic significance for the transformation of service models and development directions of health fitness operators. Material and Methods. The study was based on scientific articles, systematic reviews, analytical reports, and regulatory documents related to health-enhancing physical activity, health fitness, and wellness. Literature sources were identified through Scopus, Web of Science, PubMed, and international industry reports. The methods of analysis, synthesis, comparison, systematization, and generalization were applied. Results. Major trends shaping the contemporary global health fitness market were identified and systematized according to five transformation domains: service, behavioral, digital, preventive, and economic. The findings indicate a shift from traditional access-based models toward value-oriented service systems focused on customer outcomes and long-term engagement. The growing importance of personalization, hybrid service delivery, digital technologies, preventive programs, low-impact exercise formats, and corporate wellness initiatives was revealed. The proposed classification demonstrates that these trends represent interconnected elements of a broader transformation process rather than isolated market phenomena. Conclusions. Contemporary trends in health fitness form an integrated system of transformations affecting service delivery, consumer behavior, the focus on prevention, digital integration, and business models. The proposed classification may serve as a conceptual framework for understanding current industry changes and as a practical tool for strategic planning and market adaptation. In Ukraine, these trends acquire additional significance due to increasing needs for recovery, inclusion, and sustainable fitness business models.

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