The article presents an analysis of the external and internal environment of children's sports schools in rural areas in the form of a SWOT matrix. Children's sports schools in rural areas are distinguished by a huge set of sports disciplines, many their own facilities and a low pricing policy. Among the most significant disadvantages are the lack of active promotion of schools and a small percentage of paid services compared to budget ones. To improve the situation of children's sports schools in rural areas, it is proposed to create a promotion program that will help increase the number of students and affect the growth of the organization's income.