FITNESS CLUBS AS A MEANS OF ATTRACTING THE ADULT POPULATION TO PHYSICAL EDUCATION

The purpose of the research is to substantiate trends, potential and prospects for the development of fitness services in Russia as a means of attracting the adult population to physical education.
Methods and organization of the research. The research methods used were content analysis of literary sources and statistical data, synthesis, generalization, as well as survey. To achieve the goals of the study, from January to March 2021, we conducted a questionnaire survey of people, who engaged in 5 fitness clubs in Kazan. 300 people from 19 to 64 years old took part in the survey. We have developed a questionnaire consisting of 30 questions aimed at determining the age of respondents, the frequency of visits to fitness clubs, the reasons for visits, convenient time of classes, satisfaction conditions. 
In addition, during the same period, a survey of 300 people aged from 19 to 64 who are not engaged in physical culture was conducted. We have developed a questionnaire consisting of 22 questions. The following factors were determined: age; reasons that prevent physical education classes; factors that can encourage people to exercise.
Statistical processing of the obtained data was carried out using the SPSS 20 program.
Results and discussion. In Russia, as well as abroad, the trend of intensive development of the fitness industry has significantly decreased (reducing the number of customers, closure of small fitness clubs, decrease in revenue). The potential of fitness centers is due to the ability to satisfy the need for physical activity through the variety of means offered to the client and terms of loyalty.
Reasons for refusing fitness services: lack of time, far-reaching locations of fitness centers, high cost of services, health condition.
The prospects of attracting the adult population to classes in fitness centers are possible due to an increase in the number of fitness clubs, a reduction in the price of exercise passes, the development of corporate sports, social tax deduction.
Conclusion. The trend of progressive development of the fitness industry has experienced a strong negative impact of the pandemic both abroad and in the Russian Federation.
Fitness centers in Russia are a profitable area where the working age population is the main consumer of fitness services.
The main age contingent of people (the working age population) was identified; the potential of fitness centers as a means of attracting the adult population to physical education and the prospects for their development were assessed. We came to the conclusion that the fitness industry is a socially oriented industry for providing physical culture and wellness services to the population.

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