ABSTRACT
Public demand in recent decades for healthy lifestyles, improving its quality and preservation of active longevity has found an echo in the form of the dynamic development of the global fitness industry. Our country is no exception and since the 1990's, domestic fitness has made a rapid spurt from zero position: according to the national community of professional participants of sport and fitness industry, fitness in Russia engages regularly up to 7 million people. The paper presents the author's statement of possible scenarios for the development of the fitness industry highlighting the factors that can transform consumer demands in post-covid economy. The hypothesis is put forward that the competitiveness and economic stability of fitness clubs in the medium term will be determined by the level of customer retention rate and by increasing their loyalty, the effective formation of which is possible by stimulating through marketing communications a positive mental and emotional response in target audiences to the potential and actual satisfaction of certain primary biological needs through fitness services. To prove the hypothesis the corresponding methodology of fitness club brand design based on the emotional approach of M. Lindstrom and K. Roberts was developed. Its verification and testing was carried out. The results obtained testify to the correctness of the author's statements and actualize the continuation of research in the field of emotional branding.