ABSTRACT
This chapter outlines a number of practical marketing concepts to explain how a sport programme is researched, developed and priced. Marketing has various definitions. The problem with some is that they simply focus on making a profit from want satisfaction. It is important to explain the difference between a need and a want. The health and fitness market sector is also one which reveals many paradoxical trends. The changes shown in the fitness market illustrate the challenges that operations managers and development officers face in terms of how they need to constantly think about creating new services to meet demand, or to rejuvenate older services to try and improve their market appeal. Over recent years, around the world, there has been a growth in organisations and charities using sport programmes and events to help achieve some broader social objectives.
