Management of Fitness Markets

In this course, we will have a look at the health & fitness markets. Starting from basic requirements for training and fitness, we have a look at the market characteristics in the fitness industry and explore the business models of stakeholders.

What to expect

This course offers a great opportunity to have a closer look at a special segment of the sports industry: The Fitness Markets. We start with the foundations of physical fitness and training and have a closer look at the challenges of certain markets when it comes to health & fitness. By the end of this course you will be able to ...

  • ... explain the connection between physical activity, fitness & health

  • ... describe characteristics of health-oriented and fitness-oriented needs.

  • ... mark the structures of the national, European and global fitness market.

  • ... analyse parameters of influencing demand for fitness sports services.

  • ... design own, basic business models for the fitness market.

Course curriculum

  1. 1
    • About this course

  2. 2
    • What is training ?

    • Why running is so important

    • Strength Training

    • Speed Training

    • Flexibility

    • Nutrition

    • Maximizing Recovery

    • Long Term Athlete Development (LTAD/LTPD)

    • Periodization in Teams Sports: Rugby

    • NSCA Papers

    • Setting up a gym or fitness room

    • NSCA Position Paper about Weight Training for Youth

    • Singapore Sports School

    • Nutrition II

  3. 3
    • Characteristics of the customers

    • Characteristics of providers

    • Case Study: Fitness Events

    • Case Study: Fitness Discounter

    • Training as a service

    • Case Study Health & Wellness Club

    • Case Study: Micro Studios

    • Case Study: Home Fitness

    • Marketing in the fitness industry

    • Fitness-Marketing

    • Sleep and ANS

  4. 4
    • Challenges of Modern Societies

    • Fitness Market Europe

    • Fitness Market Asia

    • Fitness Market North America

  5. 5
    • The future of health & fitness

    • Case Study: The Mirage

    • BBC Mini-Series "Years and Years"

    • Benefits of Cardio Training

    • Nutrition III

    • Africa and Obesity


Consultant I Lecturer I Coach

Ralf Iwan

During my 25years in the international Sports Management as Head-Coach, Sports Manager, and Sports Director I have nurtured athletes from various countries - from youth age groups to Olympic finals. My mission today is to share my international experience in the sports industry with students at a number of private universities in Berlin / Germany - online, on campus and in special seminars.