Non-commercial marketing in the field of physical culture and health services rendered to the adult population

The article proposes an algorithm for adjusting marketing in order to improve the activities of sports organizations and expand the physical fitness and health services rendered to the adult population. The article shows the importance of non-commercial marketing in the field of sports and wellness services in modern society. The necessity of promoting services through the development of a marketing strategy for gradual changes in the long term is revealed. The analysis of the data of scientific and methodological literature related to the provision of physical culture and health services to the adult population is carried out. The article deals with the issues of non-commercial marketing of physical culture services provided to the adult population at the sports facilities of the stadium “Podolye” in Podolsk, Moscow region. Results of the questionnaire survey to identify the preferences of citizens in the choice of types of physical culture and recreation services, as well as the level of satisfaction with the quality of already provided services are reflected in the article. Conclusion dwells upon the fact that the means of non-commercial marketing in the considered sphere of activity can significantly optimize the work of physical culture and sports organizations and increase their profitability.