IMPLEMENTATION OF DIGITAL TECHNOLOGIES IN FRANCHISED FITNESS CLUBS AS A STRATEGY FOR SMEs DEVELOPMENT

Анотація

The article examines the strategic challenges of small and medium-sized enterprise (SME) development in the service sector under conditions of economic instability and military conflict. The preconditions for the stagnation of traditional franchise models were studied, particularly in the context of the strengthening economic crisis and the “digital divide” between SMEs and market leaders. The component indicators of the financial and economic activity of the “Atletico” fitness club network were analyzed for the period 2022–2024. The monitoring revealed a critical contraction in business scale, characterized by a 30.6% decrease in net income and a 76.7% reduction in personnel. The paper also estimates the level of digital maturity of the enterprise compared to key competitors, identifying a critical lag in the implementation of mobile applications and automated management systems. The authors considered the key directions for the transformation of the network’s operational model. It was found that the main goal of the proposed strategy is the unification of operational processes through the implementation of a centralized digital ecosystem. This ecosystem includes modules for customer relationship management (CRM) and a client mobile application designed to increase retention. The economic feasibility of the proposed investments was examined using the discounted cash flow (DCF) method. The calculated economic model demonstrates that the implementation of the unified system will generate an annual economic effect of UAH 2.518 million. The result of the authors’ scientific research is the confirmation of the investment attractiveness of the project: the Net Present Value (NPV) is UAH 1.075 million and the payback period is within 3.6 years.

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