Digitalization of fitness and sports

Abstract

Digitalization is the process of transforming analogue technologies and processes into digital ones. These transformations are expressed in the deep penetration of digital technologies into all processes of the sports industry, their optimisation, increased productivity, and improved communication with consumers. The digitalization process is driving changes in society that have both technological, economic, and social aspects. The purpose of the article is to explore the aspects and impact of digitalization on the fitness and sports sectors and to identify opportunities, challenges, and directions for the development of the sports industry created by digitalization. Research methods: theoretical analysis, systematisation, and generalisation of scientific and methodological literature in the field of fitness and sports. Results of the study. The digitalization of fitness and sports is a trend that is gaining popularity both in Ukraine and around the world. The market for digital products and services in the sports industry will continue to grow. And understanding the latest trends and using digital tools will become key competencies for professionals in this industry in the future. Conclusions. Digitalization has made sports more accessible; it has allowed coaches, athletes, and fitness enthusiasts to obtain more accurate and individualised data about their training and increase its effectiveness. For fitness facilities and sports organisations, the use of digital tools creates opportunities to expand their audience, improve customer performance, enhance the quality of their services, and, as a result, increase revenue. For national sports federations, the digitalization process will help them regain institutional capacity, simplify reporting, make their activities more transparent and public, which will reduce corruption risks, and accelerate the development of domestic IT technologies in the field of physical culture and sports.