The paper deals with the topic of the sports and recreational market. The sports and recreational market is a segment of the industry that is continuously developing and adapting to the needs of modern society. The increasing emphasis on a healthy lifestyle, physical activity and preservation of well-being leads to an increased interest of people in sports and recreational activities. This market includes a wide range of offers that are intended for people of all ages and fitness levels. A healthy active lifestyle includes a set of habits and practices that promote the well-being of body and mind. The critical differences consist in the unique characteristics of the sport and the unusual business environment in which experts in this field must operate. Equally important for sports marketing strategies are the characteristics of sports as a component of the tertiary sector: intangibility, inseparability, changeability and perishability.Respondents' level of awareness of the importance of exercise and healthy eating can vary depending on many factors, such as education, socioeconomic status, age, and interest in a healthy lifestyle. However, there is a general tendency that the awareness of the importance of exercise and a healthy diet is increasing in the general population. Increasing access to information via the Internet, media and other communication channels allows people to access numerous sources of knowledge about health and wellness.