physical education

The article actualizes the need to study the behavioral characteristics and psycho-emotional portrait of consumers of the market of physical education and wellness services. The main attention is paid to the study of the formation of consumer preferences when choosing services, their needs and expectations from the services provided, as well as the infl uence of various factors on the decision to receive services from this market segment.

The article examines the features of the evolution of women’s sports career from the ideology of sports in the USSR up to the modern realities of the Russian Federation. The pattern of the state support and motivation of the population to go in for sports were traced. The main attention was paid to the factors and conditions that determine the transition from the traditional type of career to a number of transitional forms that are taking hold in today’s difficult conditions of economic modernization of Russian society.