Research on consumer preferences in the fitness industry of Vladivostok

The fitness industry is one of the most demanded and fastest growing sectors of the economy. Specifically in Russia, the fitness industry has gone through a dynamic path of formation and continues to develop to this day. The Russian fitness services market demonstrates a constant growth, which is associated with an increase in people’s interest in a healthy lifestyle and active leisure activities. According to experts’ estimates, over the past few years, the volume of the fitness services market in Russia has increased by approximately 10-15%. The article presents a study of consumer preferences in the fitness services market in Vladivostok. In the modern world, fitness clubs are becoming increasingly popular, which makes this work relevant. The Russian fitness industry has great potential for growth, as more and more people become interested in a healthy lifestyle and focus on physical and cultural development. The authors set a goal to identify the factors influencing the choice of clients of a particular fitness club. In the course of the work, the features of the market itself were considered, and clients of fitness centers were surveyed. The results of this study are presented in the paper, and based on the analysis of these results, conclusions were formulated about the factors influencing the choice of clients. Analyzing consumer preferences in the fitness services market is a critically important task for companies that want to retain their position in the market and attract new customers. Such analysis helps to determine customers’ preferences and needs, and also identifies the best ways to attract new customers. The results of the study may be used by companies in the future for the development of marketing strategies.