Abstract:

In the conditions of aging society attracting older consumers to sports activities allows to solve a number of acute problems that accompany aging, such as health, leisure activities, social and psychological adaptation. However, in the industry of mass sports it is not observed rapid growth of supply and demand in the market of services for consumers category “50+” that determines the relevance of the use of marketing approaches in interaction with customers older age group - gerontomarketing. Analysis of the detected problem allowed to identify a number of factors constraining the market development and gerontomarketing practice in mass sports industry: the solvency of consumers and cultural stereotypes.