Anti-crisis management strategies for fitness industry enterprises: Russian experience 2020–2025

The article examines anti-crisis management strategies of fitness industry enterprises in Russia during the cascade crises of 2020-2025. Based on data from analytical agencies FitnessData, the National Fitness Community and NAFI, the key losses of the industry are systematized: 65 billion rubles in lost revenue in 2020, closure of over 5,200 facilities in 2020-2021. The main groups of anti-crisis strategies are identified: digitalization, pricing policy transformation, service diversification, cost optimization, government support, and market consolidation through franchising. It is revealed that the most effective strategy was the transition to a recurring (subscription) monetization model. By 2024, the fitness market turnover reached 262.8 billion rubles, nominally exceeding the pre-crisis level by 57%, while business profitability decreased from 15-17% to 5-7%. It is concluded that the crisis acted as a catalyst for the structural transformation of the industry.