Abstract
The paper presents the research results describing the impact of non-commercial marketing tools applied to fee-based health and fitness services, in particular, advertising, PR, and price incentives used in management activities of the municipal budget organization on the involvement of adult gainfully employed population (aged 30 to 59 years) in regular sports. The dynamics of customer response to media advertising, PR, and price incentives, the impact of non-commercial marketing tools on people who continue to do sports on a regular basis is presented in graphics. The research analyzed the attendance rate of paid sports clubs taking into account gender differences. Thus, athletics and martial arts were popular among men while women were interested in group exercise classes such as yoga, pilates, and aerobic dance.
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