STRATEGIC PLANNING IN INDOOR SPORTS UNITS

Abstract

Strategic planning applied to indoor sports units is an indispensable practice for organizations that seek professionalization, financial sustainability and competitive differentiation in the Brazilian fitness market. By integrating objective definition, analysis of the internal and external environment, market segmentation, positioning construction, and monitoring of performance indicators, planning becomes a continuous process capable of guiding managerial decisions and promoting consistent results. The literature review showed that gyms that invest in the formalization of strategies have a greater capacity to adapt to changes, better performance in customer retention and greater financial predictability. It was also found that management training and the development of skills in leadership, marketing, finance and innovation are critical factors for strategies to get off the ground and become effective practices in the organizational routine. The survey highlights that market segmentation and the definition of value propositions aligned with public expectations are determining elements to create differentiated experiences and strengthen the institutional image. The study demonstrates that the integration between strategic planning, people management, and technological innovation consolidates the ability of gyms to respond proactively to market demands and face with resilience the challenges imposed by scenarios of high competitiveness and constant transformations.