The fitness industry: transformation of human capital theory, current realities and development prospects in the context of digitalization

The research results present logically interconnected propositions – a comparison of the traditional approach and G. Becker’s approach to health, a visualization of the health capital investment cycle model, the structuring and segmentation of the fitness services market, a characterization of the fitness market in Russia, the most important trends and economic characteristics of the fitness industry. It together creates a holistic picture of the theoretical justification of the fitness industry as an investment in human capital, the current state and prospects for the development of this field of activity in the context of digitalization. The structure of the fitness services market is visualized as a model of a multi-level ecosystem, where service providers form a core around which infrastructure, personnel, regulatory and consumer layers are concentrated. The typology of traditional formats of providing fitness services has been expanded due to the premium boutique segment, women’s, children’s and family fitness, as well as online and hybrid models relevant in the modern market. Based on the typology, the segmentation of consumers in the market of fitness services is carried out. Up-to-date statistical data made it possible to identify key indicators of the development of the fitness services market in Russia, compare the availability of fitness industry facilities to other countries in the country and get an idea of the major players in this field, light significant changes that have occurred in recent years in the field of investment in the Russian fitness industry. An important part of the study is the systematization of global trends in the development of the fitness industry, including a focus on mental health and recovery, microtraining and workouts for the busy, community-oriented fitness, smart equipment and immersive experiences, and sustainable development. The scientific novelty of the research consists in proposing a model of a multi-level ecosystem of the fitness services market, expanding the typology of formats for providing fitness services and segmenting consumers, as well as developing G. Becker’s theory of human capital based on the systematization of global trends in the development of the fitness industry, taking into account digitalization.