Abstract
The aim of the research is to study the necessity of introducing sports services in the hotel enterprise and increasing competitiveness due to it. The research methods are the study and the analysis of professional literature, psychological analysis of the client, assessment of the marketing situation of sports services in the hotel business. Analysis of research results is to improve the knowledge of professional specialists and to establish contribution in the field, using the experience of global, particularly Russian, European and local markets. Guided by the principles of re-equipment and improvement at first, find a unique and stable place in the market, and afterwards think about price changes, without forgetting the prime cost pricing. Fitness service in hotels is not a sports movement, but a concept of a healthy lifestyle, where both professional athletes and ordinary citizens can meet their needs and interests. This emphasizes great opportunities and consumption potential of this sector.
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