Innovating the Business of Sport: A Systematic Review of Cross-Industry Business Model Innovation with a Focus on Fitness

Document Type : Original Article

Authors

1 University of Tehran

2 professor associate of sport management at university of Tehran

3 Assistant Professor of Sport Management, Shahid Beheshti University, Tehran, Iran.

4 Associate Professor, Department of Business Administration, Faculty of Management and Accounting, University of Tehran, Farabi Campus, Qom, Iran.

10.22098/rsmm.2025.17937.1498

Abstract

Purpose: This study aims to examine how business model innovation (BMI) practices from various industries can inform the development of innovative and adaptive business models in the sports sector, particularly in fitness. By identifying transferable strategies, the research seeks to support the application of cross-industry innovation to enhance resilience, value creation, and sustainable growth in sport industry. Methodology: A systematic review was conducted following the PRISMA framework. Relevant studies were retrieved from Web of Science and Scopus. The initial search yielded 418 records, which were manually analyzed using thematic synthesis techniques. After removing duplicates and applying inclusion criteria, 33 studies were selected for final analysis. The study categorizes business models based on key characteristics, revenue structures, and technological advancements. Result: The findings highlight business model innovations in the sports industry, particularly in the fitness sector. The fitness sector was selected for focused analysis due to Its rapid digital transformation ,Diverse revenue structures mirroring broader sports industry trends, High responsiveness to market disruptions. Digitalization has emerged as a significant driver of innovation, facilitating virtual platforms, flexible service offerings, and enhanced customer engagement. Additionally, the study highlights the growing emphasis on sustainability, customer-centric strategies, and resilience in response to market disruptions. Conclusion: business model innovation (BMI) offers significant potential for transforming the sports industry by aligning business strategies with technological advancements and consumer expectations. Particularly in the fitness segment, innovation is essential for long-term success. The findings provide valuable insights for practitioners and policymakers seeking to foster adaptive and sustainable business models

Keywords

Research in Sport Management and Marketing
Volume 7, Issue 1
January 2026

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