The study presents a social approach, which involved the Ambateño community, specifically the users, owners and administrators of gyms and personal training centres, whose objective was to incorporate an innovative sporting discipline to exercise to the rhythm of music, known as combat fitness. The research presents a descriptive analysis related to sports management and social innovation in the massification of combat fitness during the COVID-19 health emergency; the study was conducted with 150 participants from gyms in the city of Ambato, the data found show that sports management and the use of technology has strengthened the massification of combat fitness during the COVID-19 pandemic, as users were able to practice the sport from their homes, for which a technological platform (ZOOM) was used, in order to mitigate the contagion in the participants. The results show that innovative sports management has achieved the massification of combat fitness in the city of Ambato, being a great contribution to Ambato society, as it sought to promote the interest of exercising daily from home to maintain the quality of life in users due to the health crisis of the year 2020.