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.

Strategy issues in the fitness industry. (Аспирантура, Бакалавриат, Магистратура). Монография.