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The article considers the current trends in the sports industry and their impact on the development of organizations. In conditions of rapid changes in the regulatory framework, unstable economic situation, fierce competition for effective demand, organizations must not only focus on the development of domestic capacity, but also to form a flexible policy aimed at adapting to change. Therefore, the task of developing and implementing a model of strategic development of sports organizations, which would increase the efficiency of their functioning in a market environment, take into account the growing needs of the population in sports and health services and allow to form competitive strategies. The impact of the fitness industry on the health of modern man has been studied. In modern conditions, the issue of creating the necessary conditions to involve people in daily and specially organized physical activity of appropriate duration, intensity and regularity is relevant. In Ukraine, due to a number of objective and subjective reasons, significant reserves for increasing the motivation of the population to physical activity, the formation of relevant interests, the use of organizational and managerial capabilities of various actors in the system of sports and recreational physical activity, strategic directions and justification of innovative technologies to create a comfortable environment that will encourage physical activity.It is proved that for today fitness is a driver of growth and development of the sports industry. This confirms the fact that the fitness industry involves many sectors of the national economy: industry (production of sporting goods, equipment, equipment, facilities), nutrition, sports medicine and pharmacy, and so on. Therefore, consider the current trends in the sports industry on the example of fitness.The experience of fitness development in the leading countries is analyzed. It is noted that fitness is becoming more and more popular among the population every year, and the health industry has a positive dynamics of development -more than 80% of the market accumulates the ten largest fitness markets. The most active fitness enthusiasts in the world are Americans, Norwegians and Canadians. In the US -40%, in European countries -25% of users of the fitness industry product. At the same time, a third of the global market in monetary terms belongs to the United States. It is proved that in the promotion strategy in the strategy of promoting their product, sports organizations should use social networks, content marketing, SEO-promotion, crowd-marketing and other tools. The use of digital marketing tools will allow sports organizations to increase their competitive advantages, stabilize their financial condition in the crisis period and create conditions for growth in the post-crisis period. Thus, it can be noted that the culture of a healthy lifestyle and physical activity is gaining popularity in Ukraine, so the presence of modern sports organizations is an important condition for the deve...

The purpose of the article is to deepen general theoretical concepts to ensure a healthy society and to form an actual sports policy. The article examines the role of the state in the formation of the modern stage of society’s development and the need to create a modern paradigm of sports policy, which should be aimed at a person, namely, to strengthen human capital, which is the basis of any social system. Results. Undoubtedly, the degree of development of human capital determines the competitiveness of the labour force and the development of the country’s economy, that is, it is the high level of the demographic resource that is the determining factor. This resource is formed from quantitative and qualitative characteristics: economic, social, and cultural capabilities of the country’s population. Any loss of human resources, regardless of the reason for it, is not only an indicator of internal political instability but also a problem of a geopolitical scale. This is what leads to the destabilization of the situation in society, weakening it, which in turn can pose a great threat to all mankind. The categories “social capital” and “human capital” are analyzed. It is determined that in the process of formation and development of human capital, it is necessary to take into account the role of social capital in it. It is noted that in the totality of the most common components of human capital, the main place should be occupied by the “capital of health”, since it is health, together with education, that determines a person’s ability to fulfill basic social and economic functions, his or her active participation in the process of achieving not only his or her own well-being but the competitiveness of the national economy as well. Thus, the problem of maintaining the health of the nation for any state is one of the most important. Health is a natural value in life, both individual and social. At the same time, the essence of the value of health lies in the fact that only with its existence a person can fully realize his or her potential and feel the fullness of life. Thus, it becomes clear that it is health that is the core of human capital because existence is impossible without it. Achieving these goals involves recognizing the inextricable link between health, community development and poverty reduction. Health promotion is fundamental in mobilizing society to achieve this goal through the necessary advocacy measures and appropriate strategies. It is necessary to note that the term “Physical activity” is defined as any bodily movement produced by skeletal muscles and which requires energy. The problem of insufficient physical activity indicates that an active lifestyle is critical for health but in our modern world this is an increasingly difficult task. Moreover, physical inactivity is not only a health problem; it also carries huge financial costs for health care and the costs of declining productivity. Note that at the present stage of development of society, insufficient physical activity is one of the main risk factors for death in the world, while its level is growing in many countries, which increases the costs of non-infectious diseases and affects the general health of the population. People who are not physically active enough have a 20% – 30% higher risk of mortality compared to those who lead an active lifestyle. One in four adult men in the world is not physically active enough, and more than 80% of adolescents lack physical activity. The primary responsibility for preventing physical inactivity-related illnesses rests with the national government, which has a central role to play in these activities, but engagement from all sectors of society, international cooperation and joint action are key elements of success. Accordingly, if at the global level there is an understanding that a person can be healthy only with regular physical activity, one should accept this as an indisputable fact and bring it to the consciousness of every person as a truth. Value/originality. Therefore, it is obvious that this task should be solved at the state level through the development and implementation of national sports policy and providing conditions for the development of the sports industry because a healthy person is the basis of a strong, competitive and prosperous country.

The theoretical analysis of conditions of the sports industry development is carried out. An individual is a direct and main entity in the complex structure of the entities of social development and social policy implementation. The problems of social development and social policy cannot be solved without the conditions for self-realization of human capacity. Under modern conditions, there is a process of scientific knowledge specialization and establishment of scientific schools of research in the development of the sports industry and its impact on shaping a healthy society. Deepening economic reform significantly impacts the development of market relations in the sports industry in Ukraine, which is characterized by changes in ownership, forms of management, rules, methods of managing the sports industry, and quality of promoting a healthy lifestyle. Organizational, managerial, and economic activities in physical culture and sports are aimed at meeting the growing needs of the population in high-quality physical culture and health services that will promote human development, implementation of the European value system, and development of the sports industry. The generalized idea about the social and market-related mechanism of regional management is given. In conditions of fierce competition and rapidly changing situation, sports organizations must not only focus on the internal state of affairs but also develop a long-term strategy of behavior that would keep pace with changes in the environment. In the past, many organizations have been able to function successfully, focusing mainly on day-to-day operations, on internal issues related to improving the efficiency of resource management in current activities. However, now, although the task of rational use of capacity in current activities does not change, it is extremely important to implement the management, which ensures the adaptation of physical culture and sports organization to rapidly changing external conditions. The importance of an innovative approach to creating conditions for the development of physical culture and sports at the regional level is emphasized.

The purpose of the research. There is a substantiation of a cluster approach to ensuring the development of a sports industry in Ukraine. Methodology. Investigated general scientific methods, in particular: theoretical generalization - to determine theoretical bases and tendencies of content and components of the principles, cluster approach in providing the development of the Sports industry; system approach - for generalization of properties and conditions for the formation of clusters and techno-parks; methods of positive and normative analysis - for the development of recommendations and conclusions. Results. The article considers the experience of implementing a cluster approach to the organization of the economy on the example of leading countries. It is determined that the most effective in building a system of economic governance is a cluster. The advantage of this approach is the ability to concentrate the efforts of economic entities in creating added value, creating new conditions for the development of traditional and new sectors of the economy. Global experience in the development of the cluster approach shows the positive dynamics taking place in certain sectors. This development will be exacerbated by the intensification of competition between large organizations and small and medium-sized businesses, on the one hand, scientific discoveries on the other. In order to develop a cluster model of economic organization in the construction of public policy, the mechanisms of stimulating innovation, job creation, the level of infrastructure development, tax benefits are taken into account. Therefore, the introduction of a cluster approach in the practice of public administration is an urgent issue in the process of forming the state Ukrainian policy, focused on economic growth and sustainable development in the long run. Definitely, a sports cluster is a network structure with vertical and horizontal connections between organizations of the sports industry (main) and service industries (sporting goods, inventory, equipment, etc.) and infrastructure services. It should be noted that the state does not initiate the creation of a cluster, but creates conditions for the development of the cluster ("rules of the game") through tax, budget, credit policy, customs, the creation of research centers, sports infrastructure. Prospects for further research. Investigation of the principles of a cluster approach to ensuring the development of the sports industry in Ukraine give grounds for further improvement of the tools for the development of the sports industry and why will be devoted to further exploration of the author.