STRATEGIC PLANNING IN INDOOR SPORTS UNITS

Abstract

Strategic planning applied to indoor sports facilities stands out as an essential practice for organizations seeking professionalization, financial sustainability and competitive differentiation in the Brazilian fitness market. By integrating the definition of objectives, analysis of the internal and external environment, market segmentation, brand positioning and performance monitoring, planning becomes a continuous process capable of guiding managerial decisions and promoting consistent results. The literature review showed that gyms investing in formal strategies demonstrate greater adaptability to change, better performance in customer retention and more predictable financial outcomes. It was also found that managerial training and the development of skills in leadership, marketing, finance and innovation are critical factors for turning strategies into effective practices in everyday operations. The research highlights that market segmentation and the definition of value propositions aligned with customer expectations are decisive elements to create differentiated experiences and strengthen institutional reputation. The study demonstrates that the integration between strategic planning, people management and technological innovation consolidates the gyms’ ability to proactively respond to market demands and to face, with resilience, the challenges imposed by highly competitive and constantly changing environments.