Fitness For Service Research Articles

From Virtual Trainers to Companions? Examining How Digital Agency Types, Anthropomorphism, and Support Shape Para‐Social Relationships in Online Fitness

ABSTRACTThe role of virtual trainers in online fitness has increasingly captured the attention of consumers and brands as digital technology becomes more interwoven with daily life. This study extends the para‐social relationship theory by developing and testing a research model through five studies that simulate online fitness interactions. In Study 1, we examine the model and find that three characteristics (interactivity, authenticity, and companionship) positively influence consumers' social perceptions (perceived warmth and competence), para‐social relationship building, and intentions to continue using the service. Our findings also reveal that the moderating roles of coach types (human vs. avatar vs. agent) in Study 2, anthropomorphic appearance levels (high vs. low) in Study 3, and the nature of support provided (emotional vs. technical) in Study 4 significantly affect users' social perceptions and their intentions to continue using the service. Interestingly, compared to humans and avatars, using agent coaches requires greater authenticity to strengthen the para‐social relationship. When using low‐anthropomorphic digital agents and avatars, building para‐social relationships more effectively promotes consumers' continued usage intentions. Additionally, the relationship between para‐social relationship building and continued usage intentions was stronger in the emotional support group than in the technical support group. In Study 5, we found that continued usage intention positively affects online fitness subscription behaviors. These findings have implications for integrating digital agencies to enhance consumer experience and engagement in health‐focused digital environments, especially for physical fitness service providers and platform course designers.

A Study on Consumer Satisfaction Regarding Online Vs Offline Shopping of Clothes Among Genzs in Ahemdabad City

This study investigates consumer satisfaction regarding online versus offline shopping for clothes among Generation Z in Ahmedabad, aiming to understand their preferences, behaviors, and concerns. Using a survey-based approach, the research analyzes key factors influencing their shopping experiences, such as trust, convenience, security, product quality, variety, fit, and customer service. The findings reveal that while Generation Z appreciates the convenience, discounts, and variety offered by online shopping, they still express concerns about security and confidence in product quality and fit. Offline shopping, on the other hand, is preferred for its reliability in assessing product quality, fit, and personalized customer service. The study also highlights the hybrid nature of Generation Z's shopping behavior, with many consumers using both online and offline channels based on the advantages each provides. These insights suggest that retailers should adopt an omnichannel approach, integrating online and offline experiences to enhance customer satisfaction. The practical implications for retailers include improving online security, navigation, and return processes, while maintaining high-quality in-store experiences. Recommendations for future research include expanding the study to other regions, investigating the role of emerging technologies, and exploring the impact of sustainability and ethics on shopping preferences

Investigating factors influencing AI customer service adoption: an integrated model of stimulus–organism–response (SOR) and task-technology fit (TTF) theory

PurposeArtificial intelligence (AI) customer service has grown rapidly in recent years due to the emergence of COVID-19 and the growth of the e-commerce industry. Therefore, this study employs the integration of the stimuli–organism–response (SOR) and the task-technology fit (TTF) frameworks to understand the factors that affect individuals’ intentions towards AI customer service adoption in Malaysia.Design/methodology/approachThe study utilised a survey-based research approach to investigate the factors that affect individuals’ intentions towards AI customer service adoption in Malaysia. The data were collected by conducting an online survey targeting individuals aged 18 or above who had prior customer service interaction experience with human service agents but had not yet adopted AI customer service. A sample of 339 respondents was used to evaluate the hypotheses, adopting partial least squares structural equation modelling as a symmetric analytic technique.FindingsThe PLS-SEM analysis revealed that social influence and anthropomorphism have a positive direct relationship with emotional trust. Furthermore, communicative competence, technology characteristics and perceived intelligence were positively correlated with TTF. Moreover, emotional trust significantly impacts AI customer service adoption. In addition, AI readiness positively moderates the association between task technology fit and AI customer service adoption.Practical implicationsThe study provides insights to individuals, organisations, the government and educational institutions to improve the features of AI customer service and its development in Malaysia.Originality/valueThe originality of this study is found in its adoption of the SOR theory and TTF to understand the factors affecting AI customer service adoption. Additionally, it incorporates moderating variables during the analysis, adding depth to the findings. This approach introduces a new perspective on the factors that impact the adoption of AI customer service and offers valuable insights for practitioners seeking to formulate effective strategies to promote its adoption.

AI-Assisted Automated Identification of Human Activities Using Ficus religiosa Leaf-Based Triboelectric Nanogenerator.

Movement monitoring and effective identification of different actions are the keys that help in fitness services, health status, clinical studies, etc. In this technological era, Internet of Things (IoT) technologies, including smart wireless devices and sensors, are very effectively used for monitoring human activities, but the demand for sustainable and green power sources is a crucial issue with these devices. Triboelectric nanogenerators (TENG) are proven to be promising applications in these devices because they harvest energy from the surrounding environment and eliminate the use of batteries as power sources. As a green energy source, this study emphasizes the fabrication of biodegradable materials-based TENGs, which are eco-friendly and are related to clean and green energy as per the UN's sustainable development goals SDG 7 (affordable and clean energy). In the present work, a natural Ficus religiosa leaf (FRL) of the F. religiosa tree is used in designing and fabricating a TENG (FRL-TENG). Also, an approach is discussed to compare the performance of FRL-TENG with TENGs fabricated from other waste biodegradable materials such as garlic tunic, onion tunic, and eggshell membrane (ESM). During the experimental study, it is observed that the FRL-based TENG produced maximum voltage in comparison to other material combinations selected in this study. The generated electric output from these TENG combinations is also used to power an array of tens of green-light-emitting diodes (LEDs). Furthermore, this paper also proposes the use of FRL-TENG as a wearable sensor to collect information and monitor the physical activities of the user, viz., walk, jump, and run. To recognize the movement status, the FRL-TENG sensor is integrated with an extra randomized tree-based machine learning model for accurately distinguishing the user's three activities with an accuracy of 96%. The work showcases an innovative approach to encourage customized uses of TENG sensors in human motion monitoring and permits the development of intelligent, self-powered systems for new applications.

Business strategy of for-profit-oriented sports enterprises in Hungary

AbstractMany sports organisations operate as non-profits, but the emphasis and role of for-profits in this sector cannot be avoided. Today, sports activities are connected to the business sector and generate profit, hence, sports sector is a decisive part of the economy. Sport profile companies differ in their organisational strategy formulation approach. The main focus was to learn more about their strategy approach and market behaviour. 350 sports business organisations were involved in a survey of 3,248 companies, and the Chi-square test, variance analysis, and principal component analysis were applied to the sample. Results showed that 75.7% of the responding sports companies had no written strategic plan. The availability of written strategies seemed to depend on the organisation's scale. The market-following behaviour was confirmed in the case of smaller sports enterprises. Fitness service providers appeared to follow a market-leading behaviour. Growth, investment, and development naturally emerged as essential factors for companies with higher sales revenue and operating sports facilities, and they were relatively less important in sports goods production and trade. Most of the results showed that in the sports business sector, large-scale organisations focus on strategic-related issues more than other players in the industry.

Investigation of the Fitness for Service (FFS) of Cracks in API 5L X70 Pipeline Steel using Failure Assessment Diagram (FAD)

In this study, the fitness for service of crack propagation in API 5L X-70 stee1 was investigated using a model called Failure Assessment Diagram (FAD) to determine how fit a crack can be under certain operational pressure. It is a known fact that during the production of pipes, there are tendencies for flaws such as inclusions and cracks to occur in the pipes. When these flaws are subjected to stresses, there are tendencies for failures to occur starting from where the cracks or flaws are located. The failure due to the propagation of the cracks leads to oil spillage causing pollution to the environment which had negatively impacted livelihood of the host communities and aquatic lives. This had resulted in Government spending huge amount of money maintaining the pipelines and remediation. The purpose of this paper is to investigate the fitness for service of crack lengths 12 mm, 17 mm, 22 mm and 27 mm using the Failure Assessment Diagram (FAD) mode1. The material used in this paper is API 5L X 70 steel in the form of a Compact Tension (CT) specimen machined according to ASTM E1820 – 13. API 5L X-70 stee1 is a low-carbon stee1 with a carbon content of as low as 0.04 %. It is used in the production of pipelines for conveying crude oil and natural gas from the place of production to the place of refining or export. In the investigation of the fitness for service of the cracks, a charpy V-notch impact test was carried out to determine the energy required to fracture the steel, which was later inputted numerically into a critical stress intensity factor formula in accordance with BS 7910 – 13 standards to obtain the critical stress intensity factor (KIC or KQ). The stress intensity factor (KI) was obtained from formula also according to BS 7910 – 13 standards. The ratio of KI to KQ was used in the FAD analysis. Subsequently, a monotonic tensile test was conducted to obtain the yield stress ( ys) and the reference stress ( ref) was obtained numerically according to BS 7910 – 13. The ratio of ref) to ys) was also used in the FAD analysis. The FAD analysis was used to determine the fitness for services and fracture behaviour of each crack. Scanning electron microscopy (SEM) was used to confirm the fracture behaviour obtained from the FAD. The results obtained show that the energy from the charpy V-notch impact test was 302.9 J and the critical stress intensity factor (KQ) correlated numerically according to BS 7910 – 13 was determine as 246.73 MPa . The yield stresses obtained from the monotonic test for crack lengths of 12 mm, 17 mm, 22 mm and 27 mm were 132.51 MPa, 109.10 MPa, 114.36 MPa and 118.21 MPa, respectively. In the FAD analysis, it was observed that the safe operational stress to ensure fitness for service decreases with an increase in crack length. The fracture behaviour shows a ductile fracture behaviour since the FAD lies within the plastic collapse region. This fracture behaviour was confirmed by the image obtained from the scanning electron microscopy (SEM), which showed a cup and cone image suggesting ductile fracture behaviour. This FAD method will ensure that safe operational stresses are maintained for various crack length to prolong the life span of the pipeline. It is a novel method that can also be used to properly schedule the rate of inspection in pipelines alongside Ultrasonic sound, Liquid penetrant, Magnetic particle and radiographic methods of inspection.

Assessment of the functional capabilities of the heart and the severity of the stress response in women 30-49 years old who are starting to engage in fitness

In this article, based on the results of scientific publications, the current state of the fitness industry development in Kazakhstan in terms of the volume of fitness services and the number of people involved is studied. The results of our own research are presented using modern technologies: in particular, using the method of cardioscanning of cardiovascular system indicators, assessing the fitness level and cardiostress index, as well as based on bioimpedance analysis, the body mass index of untrained women (30-49 years old) of the Royal Club Bukhar Zhyrau fitness club in Almaty in a state of relative rest was determined. The bicycle ergometry method was used to assess the response of hemodynamic indicators of the surveyed contingent to standard physical activity of subthreshold intensity. The obtained data were processed using the methods of mathematical statistics and correlation analysis, analyzed, summarized and formulated in the research results.

Promoting “physical fitness” with “intelligence”—A research and discussion of intelligent sports parks under the background of national fitness program

The National Fitness Program Plan (2021–2025) (hereinafter referred to as the Plan) proposes to perfect the public service system for sports and fitness by 2025, make national sports and fitness more convenient, and advocate providing intelligent services for national fitness campaign. With the development of the Internet era, modern information technologies such as big data, the Internet of Things, and artificial intelligence have been introduced into sports affairs, providing technical support for the optimization of the public service system for sports and fitness. Therefore, in the context of a national fitness campaign, intelligent sports service is an important link for promoting national fitness in various regions. Relevant workers should attach importance to promoting “physical fitness” with “intelligence” in the process of advancing national fitness program, and actively creating intelligent public services for national fitness. Focusing on the integration of modern information technology and sports affairs, with the implementation of the Plan as the research background, the construction of intelligent sports parks as the starting point, this article outlines the construction plan of intelligent sports parks based on the connotation summary of national fitness program and intelligent sports. At the same time, it analyzes the issues that intelligent sports parks need to pay attention to in providing public services for national fitness, and proposes countermeasures for the high-quality development of national fitness services in intelligent sports parks.

Analysis of Consumer Preferences in the Fitness Services Market of China

This article examines consumer preferences in the fitness services market in China, driven by the growing popularity of fitness and healthy living. Understanding fitness preferences among the population is increasingly important for developing effective fitness programs and marketing strategies. Chinese society is transitioning from traditional lifestyles to more active and healthy ones, leading to a rise in interest in physical activity and entertainment, as well as the emergence of new fitness facilities and programs. Insights into fitness preferences within the context of Chinese society can aid fitness industry enterprises and public health organizers in designing more effective and accessible programs for a broad audience. The contemporary Chinese market is one of the largest and fastest-growing globally. Economic changes in recent decades have led to a significant improvement in living standards and the emergence of new consumer trends among the Chinese population. However, these changes necessitate a thorough analysis of Chinese consumers' preferences to identify key factors influencing their choices. This study is based on a survey of 257 adults from various sociocultural groups across different regions of China. The research aims to determine the problems and prospects of engaging various population segments in health fitness activities and their consumer preferences. The results indicate varied satisfaction levels with fitness outcomes between men and women, with time constraints and lack of motivation being the main obstacles to fitness participation. Financial limitations and the distance to fitness centers also impact, albeit to a lesser extent. The most valued services for a comfortable fitness experience are massage, showers, and personal training programs. Personalized training sessions and online consultations received mixed reviews. These findings highlight the importance of addressing barriers to fitness participation and developing targeted strategies to enhance the quality of life for Chinese consumers.

Circular Economy Opportunity Utilizing Fitness for Service Methodology for Aged HIC Defected Reboiler

The phenomenon of Hydrogen-Induced Cracking (HIC) is a cracking mechanism of carbon steel material as in ASME SA- 516 pressure containing equipment operating in a wet sour H2S environment. Such phenomenon is mainly driven by the diffusion of hydrogen atoms into the carbon steel due to corrosion reaction. The Structural integrity of an in-service equipment that contain a flaw or damage such as HIC could be scrutinised using Fitness For Service (FFS) assessments as quantitative engineering evaluations. The assessments are conducted using methodologies specifically prepared for pressurized equipment. These assessments provide standard procedure that can be used to determine if pressurized equipment containing flaws could continue to operate safely for certain period of time. FFS assessments are recognized and referenced by the API Codes and Standards such as API- 510, 570, & 653, and by National Board-23. Those assessments are considered suitable methodologies for evaluating the structural integrity of pressurized equipment as heat exchangers, pressure vessels, piping systems and storage tanks where inspection has revealed degradation and flaws in the equipment. The objective of this paper isto illustrate API-579 case study of HIC of fifty (50) years operating pressurized equipment, namely reboiler.

The Influence of Person-Job Fit and Public Service Motivation on Organizational Commitment Among Employees of Religious Affairs Ministry Office Purwakarta Regency

This study investigates the influence of person-job fit (P-J fit) and public service motivation (PSM) on organizational commitment (OC) among employees in the Ministry of Religious Affairs Office of Purwakarta Regency, Indonesia. Data was collected through questionnaires distributed to employees in the office. Linear regression analysis was employed to analyze the data. The findings revealed that both P-J fit and PSM positively impact OC. These results are discussed in the context of human resource management and organizational performance improvement within the Ministry of Religious Affairs. The study contributes to the understanding of factors influencing organizational commitment in the public sector.

FORMATION OF COMPETENCE OF FITNESS AND RECREATION SPECIALISTS IN INSTITUTIONS OF HIGHER EDUCATION

The relevance of the study is the challenges of the fitness industry in recent times. Having suffered significant losses due to quarantine restrictions and the continuation of military operations on the territory of Ukraine, priority directions for the development of fitness and recreation were determined. These vectors require interested organizations and heads of higher education institutions of physical culture and health profile to take into account the modern demand of the population for fitness and recreational services and to contribute to the development of a system of training relevant personnel. The purpose of this work is to study the state and modern requirements for the training of fitness and recreation specialists in higher education institutions. Methods: theoretical analysis of literary sources, questionnaires, pedagogical observations, methods of mathematical statistics. Results. According to the results of the study, regarding the determination of the professional training of masters of the Institute of Health Care, it was possible to state that only in 9.43 % of respondents found a basic level of fitness skills, 13.2 % of higher education graduates have a threshold level, and 77.37 % have not developed clear abilities for professional growth, which does not allow them to effectively carry out fitness and recreational activities. According to the results of a survey of fitness clubs administrations in Rivne and Vinnytsia, the categories of specialists that are most needed in the fitness industry today are determined:51 % are fitness trainers, 22 % – service sales manager, 21 % – marketers, 6 % are administrators. As a result, it was possible to establish that the respondents give preference to a specialist with an educational and qualification level when selecting personnel: specialist junior bachelor – 24 %, bachelor – 33 %, master’s degree – 36 %, 7 % believe that the level of education is not important. In addition, the majority of respondents give preference to specialists with up to 3 years of work experience – 16 %, from 3 to 5 years – 60 %, over 10 years – 24 %. Based on the analysis of the state of training of fitness and recreation specialists, we have proposed a technology for the formation of fitness and recreation competence in future specialists. Conclusions: the state and requirements for quality training of fitness and recreation specialists to satisfy the requests of service consumers are determined.

Marketing Strategy and Business Performance in Facing Competition in the Fitness Services Business

The main aim of this research is to analyze how marketing strategies influence customer satisfaction, loyalty and business growth as well as business performance in facing competition in the fitness services business at the Bagas Fitness Center which is located in Rejosari Hamlet, Tinggar Village, Bandar Kedungmulyo District, Jombang Regency. Qualitative research method with a phenomenological approach, data collection techniques include in-depth interviews with fitness owners and parties involved in managing the Bagas Fitness Center business, documentation and direct observation of interactions with customers and analysis of internal documents related to marketing strategies. This research model uses a simple design. with Triangulation Theory. The data analysis technique used is the Manual Data Analysis Procedure (MDAP). The research method used is a qualitative case study, with data collection carried out through in-depth interviews with Bagas Fitness Center management and staff, as well as content analysis of the social media platforms used. Relevant findings related to marketing strategy and business performance. The research results show that Customers Orientation as a promotional tool is able to increase the visibility of Bagas Fitness Center, increase customer engagement, and strengthen their brand image in the local market. Deep understanding of customer needs, preferences and behavior as the main basis for designing products, services and marketing strategies. By being customer-oriented, companies are not only able to increase customer satisfaction and maintain a strong customer base, but can also create significant competitive differentiation in the market.

Virtual entertainment robot based on artificial intelligence image capture system for sports and fitness posture recognition

Currently, artificial intelligence and virtual technology are widely used in motion monitoring. Virtual entertainment robots can provide adaptive and personalized fitness services for different user groups, allowing users to experience the exercise process in games. This article studies the virtual entertainment robot based on artificial intelligence image capture system for sports and fitness posture recognition. Firstly, this article explores deep learning methods for motion recognition. By constructing a generative adversarial network to obtain discrimination results, and calculating its anti-loss function. This approach can improve the efficiency of human body movement style conversion through adversarial training. Finally, through the evaluation of movement posture and action recognition, quantitative evaluation results and targeted guidance strategies can be provided to help correct incorrect movements and master correct techniques. Using motion capture systems to identify user movements during exercise not only accurately extracts user fitness movement information, but also makes it easier to use and reduces user costs. The system uses motion evaluation techniques for evaluation to help users correct incorrect fitness habits, prevent exercise losses, and exercise more safely and effectively.

Optimizing Disaster Response through Efficient Path Planning of Mobile Aerial Base Station with Genetic Algorithm

The use of unmanned aerial vehicles (UAVs), or drones, as mobile aerial base stations (MABSs) in Disaster Response Networks (DRNs) has gained significant interest in addressing coverage gaps of user equipment (UE) and establishing ubiquitous connectivity. In the event of natural disasters, the traditional base station is often destroyed, leading to significant challenges for UEs in establishing communication with emergency services. This study explores the deployment of MABS to provide network service to terrestrial users in a geographical area after a disaster. The UEs are organized into clusters at safe locations or evacuation shelters as part of the communication infrastructure. The main goal is to provide regular wireless communication for geographically dispersed users using Long-Term Evolution (LTE) technology. The MABS traveling at an average speed of 50 km/h visits different cluster centroids determined by the Affinity Propagation Clustering (APC) algorithm. A combination of graph theory and a Genetic Algorithm (GA) was used through mutators with a fitness function to obtain the most efficient flyable paths through an evolution pool of 100 generations. The efficiency of the proposed algorithm was compared with the benchmark fitness function and analyzed using the number of serviced UE performance indicators. System-level simulations were used to evaluate the performance of the proposed new fitness function in terms of the UEs served by the MABS after the MABS deployment, fitness score, service ratio, and path smoothness ratio. The results show that the proposed fitness function improved the overall service of UEs after MABS deployment and the fitness score, service ratio, and path smoothness ratio under a given number of MABS.

Análise do plano de venda na satisfação dos membros em centros de fitness

The aim was to analyse how the sales plan influences member satisfaction in fitness centres (FC). The sample consisted of 115 members of a FC, the data was analysed using SPSS version 28.0 and simple linear regression was used for the statistical treatment. The results showed good internal consistency (α=0.83) and the perception of the sales plan explains the satisfaction of the members with the sales plan and the services offered (R2=>0.14 for all items). Thus, the results suggest that the perception of the resolution phase explains 62% (R2=0.62) of member satisfaction with closing the first sale. And that member satisfaction with the price offered explains 91% (R2=0.91) of member satisfaction with the services offered. Managers should focus on training their salespeople, trengthening relationships between salespeople and CF members. Keywords: Fitness centres, Marketing, Sales, Fitness services, General satisfaction

A study of facilities offered by various Aqua Tourism Destinations in Nagpur City

Nagpur is also popularly called the Orange City; it is the second largest city in Maharashtra. Aqua tourism destinations in Nagpur are one that features water play areas, such as swimming pools, water slides, splash pads, spray grounds (water playgrounds), lazy rivers, or other recreational bathing, swimming, and bare footing environments. Their demand has increased due to facilities that offer indoor/outdoor attractions and amusements. Visitors to a water park will travel up to 25% of the time they plan to spend at the water park. The young and pre-teen age groups are the target market for water parks. The study has been conducted through observation method concerning directly with the objective of the study which was a unique experience of sailing or cruising to explore destinations of water tourism in Nagpur city. This descriptive research is done through SWOT analysis that is analysing and determining their Strength, Weakness, Opportunities and Treats. The conclusion of the study the key success of the aqua tourism destinations are its safety and security appeal for a family vacation. These destinations may also need to be equipped with some type of artificial surfing or boarding environment such as a wave pool flow rider. It is a facility for enjoying a pool and related water features, and it is sometimes referred to as a leisure space with various recreational facilities. This growth might bringthe First, they offer a relatively high level of safety and security that appeal to guests for aquatic recreation. Second, take advantage of their primary appeal to children and teens. Water parks are increasing their appeal to the aging baby-boomer generation by not only providing entertainment options for children and grandchildren, but by providing older adults with access to hydrotherapy, aquatic fitness, and spa services. The key success of the aqua tourism destinations are its safety and security appeal for a family vacation. Keywords: Tourism, Aqua-Tourism Destination, SWOT-Analysis, Water park, Boarding environment, Recreational facilities.

Fitness for Service (FFS) and Fatigue Assessment for Shell Distorted Steel Storage Tank Based on API 579-1/ASME FFS-1

Fitness for Service (FFS) and Fatigue Assessment for Shell Distorted Steel Storage Tank Based on API 579-1/ASME FFS-1

From e-service quality to behavioral intention to use e-fitness services post COVID-19 lockdown: When a crisis changes the social mindset

Lockdowns resulting from the COVID-19 pandemic forced fitness centers to quickly adapt their entire offering to an online format. The subsequent health situation facilitated the maintenance of the online offer and has been a paradigm shift for sports centers. Success in the nowadays situation requires a proper understanding of what factors influence e-service quality and how these factors behave in relation to consumer satisfaction, attitudes toward online fitness services, and behavioral intentions. This research was conducted in April 2020, with 745 participants (492 women, 253 men) completing the Carlson and O'Cass e-service quality evaluation battery. The results showed that e-service quality during the lockdowns predicted attitudes toward the digital platforms and behavioral intentions, and e-service quality predicted attitudes and behavioral intentions. However, attitudes did not predict behavioral intentions; the possible influence of subjective norms and low perceived control in this particular situation is discussed. When offering services on digital platforms, fitness service managers must take into account the importance of the quality of the e-fitness service, but also the social context in which it is offered. Psychosocial functioning in times of crisis influences users' perceived control and their future intention to use online services.

Factors influencing the digital divide in the field of physical education and sports in the context of comparing large cities and remote sparsely populated areas

The article updates the problem of digital inequality in the field of physical culture and sports between large cities and remote sparsely populated areas. According to the authors, in order to eliminate the digital divide, when strategically planning activities and setting deadlines for the introduction of digital technologies, it is necessary to take into account such factors as the presence of high–speed Internet, or its absence or slow speed in a populated area, geographical, natural and climatic features of a particular area, the process of urbanization in suggesting areas for the introduction of digital technologies, socio–demographic characteristics of local citizens, competition in the market of sports, recreational, sports, entertainment and fitness services, economic and political situation in the region, level of digital competencies among specialists in physical culture and sports. Taking these factors into account in strategic planning will eliminate the digital divide between large cities and remote, inaccessible areas, which will contribute to achieving the global goal of increasing the proportion of Russians systematically involved in physical education and sports to 70% by 2030