Priority directions of advance of services of the fitness center in the market of the large city

Приоритетные направления продвижения услуг фитнес-центра на рынке крупного города

Usova, Natal’ya (Усова, Наталья) () and Gergelezhiu, Yana (Гергележиу, Яна) ()
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Usova, Natal’ya (Усова, Наталья): Russian Presidential Academy of National Economy and Public Administration, Ural Institute of Management
Gergelezhiu, Yana (Гергележиу, Яна): Russian Presidential Academy of National Economy and Public Administration, Ural Institute of Management

Voprosy upravleniya / Management Issues, 2019, 231-242

Abstract: The Russian market of fitness services actively develops and the popularity of healthy nutrition and fitness classes amplifies annually. This direction gained special popularity in the large cities, which are places of people’s concentration, business attraction and development. The research is directed to identification of specifics of advance of fitness services in the market of a large city and definition of the priority directions in the sphere of advance of the fitness centers in the market of Ekaterinburg. In the course of carrying out the research, the authors used such methods as comparative analysis, statistical, classification, observation, the description and poll. The research includes both theoretical and practical novelty. Identification of specifics use of instruments of advance in the market of a large city belongs to theoretical novelty. Practical novelty consists in development of recommendations about the advance of services of the fitness center in the market of Ekaterinburg in the conditions of high level competition in the local market. Theoretical issues are considered and features of advance of fitness services in the market of a large city are revealed. Improvement of a system of advance in the sphere of fitness services is considered on the example of the Powerhouse Gym fitness center. In particular, the analysis of the market of fitness services and the instruments of advance used by the Powerhouse Gym fitness center is submitted. By the results of the research practical recommendations about improvement of a system of advance of the Powerhouse Gym fitness center are developed. As a result of the research the specifics of advance of fitness services in the market of a large city which can be characterized by such features as intangibility, not storageability, lack of material confirmation, variability of level of quality, continuity of production and consumption is revealed. The priority directions in the sphere of advance of the fitness centers in the market of Ekaterinburg are also defined: arrangement, types of membership of the card, operating mode, existence of the pool, price policy and card expiration date.

Keywords: advance; fitness center; specifics; large city; service (search for similar items in EconPapers)
Date: 2019
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