TY  JOUR
TI  The fitness industry: transformation of human capital theory, current realities and development prospects in the context of digitalization
KW  fitness industry
KW  human capital
KW  health
KW  G. Becker’s theory
KW  digitalization
KW  mental health
KW  personalization
KW  conscious consumption
KW  segmentation
KW  market structure
JO  Theoretical economics
AU  Vysochina, M.V.
AU  Margarita, Y.V.
PY  2026
IS  
PB  Yaroslavl State Technical University