In modern economic conditions, the fitness industry is rapidly transforming from a highly specialized field into a powerful socio-economic industry that integrates government priorities, technological innovations and new models of consumer behavior. Despite the significant growth of the fitness services market in Russia (the market volume for the first half of 2025 amounted to 150.5 billion rubles, an increase of 23.9% year-on-year), the mechanisms for adapting the industry to the challenges of digitalization, regional expansion and changes in consumption formats remain poorly understood. The relevance of the research is due to the need to analyze current trends and develop strategic guidelines to increase the competitiveness of fitness companies in a saturated market and growing customer expectations. The purpose of the work is a comprehensive analysis of trends in the development of services in the fitness industry in Russia and the identification of ways to improve the activities of companies. The methodological basis of the research is based on the analysis of statistical data and regulatory documents. The study revealed key trends: the transition to recurrent payment models (65.3% of clubs in 2025), the growing popularity of automated 24/7 fitness spaces, regional expansion with an emphasis on the middle and economy class segment, as well as the introduction of CRM systems and artificial intelligence to personalize services and increase customer loyalty. Special attention is paid to digitalization of the client’s path, managing the loading of halls and optimizing marketing strategies through loyalty programs and online formats. The scientific novelty of the presented research lies in a comprehensive analysis of the transformation of the production of services in the Russian fitness industry in the period 2024-2025, considered as a model of the economy of impressions and subscription economy in the context of post-pandemic changes and structural shifts of the market. Unlike previous studies that focus on marketing mechanisms or general trends, this study identifies and systematizes specific drivers and barriers to growth that arise at the intersection of government policy, consumer behavior, and technological adaptation.