Strategy of companies in the fitness industry

The purpose of this study was to study the mechanisms of the dependence of the formation of a company’s strategy on the internal and external environment using the example of “Meteorite Group” (as a representative of the Vologda regional sector) and “Planet Fitness” (as an international representative of the health and beauty (H&B) industry); analyze consumer behavior in the Russian market of H&B goods and services identify factors that affect this industry and segmentation; show the difference in approaches to building a strategy at the regional (for example Meteorite Group ) and industry (Planet Fitness) levels. Target audience: engineering and scientific workers working in the health and beauty industry university students people interested in the issue of the strategy building mechanism.