Development perspectives of the sport service market in Lithuania

Physical culture is the part of the culture. The development and results of the physical culture depend mostly on the man himself as well as on the consciousness of the nation. By the help of the physical activities the man is able to improve both physical and inward powers. What is more, physical activities are especially useful for the health. Sport for everyone is a kind of sport that is very important for the members of society. The main goals of the sport for everyone are as follows: to propagate active movements, to engrain it, to stimulate people to be active as long as it is possible, to introduce with the healthy lifestyle and to put it into practice. In the most developed countries such as Finland and Sweden 70% of the people go in for sport at least once a week. In Denmark the number is 53%. In Lithuania the percentage of the people who trains themselves is 31,04% thus the percentage of the people that goes to the organized trainings is 16,56%. So the number of the Lithuanians is quite small if compared with the other countries. Therefore this master thesis tries to explain why 52,40% of the respondents of the department of the physical culture and sport do not exercise. Maybe they do not want to live longer, maybe they enjoy being ill or maybe they do not have the proper conditions? The aim of the master thesis is to evaluate the current situation of the sport service and to develop the prospects of its expansion. In order for the aim of the thesis to be explained five goals has been created: to set the importance of the sport for everyone in today’s society; to measure the problems of the development of the sport for everyone; to analyze the macro-environment of the sport service market; to examine the sport service market by the help of the example of the typical district; to set the stimulation priorities for the sport service market. After the goals of the master thesis have been solved it is possible to say that sport for everyone is not evaluated enough in Lithuania. Thus the priority and the means to embody it should be the responsibility of the organs of government. The means could be such as sporting events, competitions and programmes that would motivate training and living healthy. The special attention should be drawn to the programmes concerning children and youth living in the countryside because they are almost forgotten now. Marketing is very necessary when talking about sport service market in Lithuania. It is possible to choose the most effective way to develop sport service and to prepare means by which they will be embodied by the use of the primary and secondary sources of information. The results of the analysis of the sport service users in the typical district (taking Smilgiai as an example) shows that an athletic club would be appreciable and enthusiastically evaluated by the society, especially the youth. However, because of the absence of information about the situation of sport service market in Lithuanian regions a little number of people is interested in creating athletic clubs there. That is why it would be advisable for the departments of the physical culture and sport as well as regional governments to organize social researches concerning sport more frequently and to announce them in public in order for the state institutions and private persons to be able to use them