Fashion and physical recreation, or factors shaping the fashion trends of physical recreation of Primorye

Berbenets Ol'ga Anatolyevna Senior Lecturer, Department of Physical Education Department, Far Eastern Federal University 690950, Russia, Primorsky Krai, Vladivostok, Sukhanova str., 8 berbenets.oa@dvfu.ru

Currently, Russia is facing new challenges on a daily basis. Some of them are solved promptly, as the situation with decision-making aimed at reducing the negative consequences of coronavirus infection for families with children and small businesses has shown. Another part of the challenges requires a longer time to solve them, such as overcoming obstacles to the implementation of the Nord Stream-2 project. However, there are tasks in which it has not been possible to reverse negative trends for decades. The government's attempts to correct the situation do not bring the desired results. Such an example is the persistence of a significant gap in the level of income of the population, which is very clearly seen in the example of metropolitan cities and Russian regions.

Demographic development is one of the same difficult tasks of modern Russia. After the end of World War II, the Soviet "baby boom" turned out to be much weaker than in European countries, and already in the 1960s, first scientists, and then the leadership of the state became obvious that it was necessary to take drastic measures aimed at reducing the negative consequences of negative natural population growth. Among those were both economic (the introduction of monthly allowances for women who were on leave to care for a child under the age of 1.5 years) or non-economic (extension of parental leave up to 3 years).

Special attention was paid to the health of citizens. Moreover, health care measures were carried out in all directions – medical care was improved, the number of hospital beds and the number of doctors increased, a network of sanatorium-resort treatment was developed, which was available to every Soviet citizen. It is not so obvious, but the fight against alcoholization of the population was also aimed not only at fighting crime, but primarily at preserving the health of the nation ^{[1, p. 175-192]}.

However, behind the facade of active actions, another set of measures was not so noticeable, also aimed at preserving the health of the population. On the one hand, the state developed a network of sports institutions in which both children and adults were engaged. On the other hand, covertly (for example, the production of feature films "The Caucasian Captive" or "Sportloto-82") and explicitly (the successes of Soviet athletes at the Olympics, the show of the opening and, especially, the closing of the Olympics-80 in Moscow), the promotion of a healthy lifestyle was carried out by involving the population in physical education and sports. Already in the 1960s, the fashion for physical recreation began to take shape. Hiking was very popular in the 1960s. In the 1970s and 1980s, there was a universal passion for winter sports – figure skating, yard hockey, in the summer – yard football and volleyball, snorkeling. With the development of television and the appearance of new programs in the late 1980s, rhythmic gymnastics became fashionable.

Thus, the cultural policy of the state, especially in the field of sports and television, influenced the formation of fashionable trends in physical recreation. Proceeding from this, fashion refers to the phenomenon of social life, characterized by the temporary isolation of certain objects from the general mass as particularly popular, having certain characteristics, one of which is novelty.

The study of the fashion phenomenon in both foreign and domestic literature is represented by various research areas, but primarily in sociology, cultural studies, art history and history. The founders of the study of the fashion phenomenon were G. Simmel, G. Spencer, etc. The theoretical foundations of the fashion of these authors were based on the conceptual understanding of fashion as imitation of someone, something. So, G. Spencer believed that initially fashion reflected the flaws of the elite, through which, firstly, it contributed to some kind of social alignment, and secondly, it contributed to the development of individuality. This leads to two types of imitation – respectful, based on a sense of deep respect for the object of imitation, and competitive, based on the desire to declare their equality with those who are much higher in status than the subject of imitation (a dress like a king, a hat like a queen).

Another author, G. Tarde, supported the point of view of G. Spencer, agreeing that, firstly, fashion is expressed in the fact that many of those who do not belong to high society imitate the few belonging to the representatives of high society - the elite. Secondly, he subtly noticed that fashion with its imitative character is a key phenomenon for understanding the laws of society. G. Tard revealed another pattern – the mutual influence of progress and fashion. Imitation and progress go hand in hand, the author noted ^[2].

Within the framework of the theory of imitation, I. Kant presented his view of fashion. Noting the constant changeability of fashion, he contrasted it with custom, calling fashion a "fickle way of life." The manifestation of fashion, according to the philosopher, manifests itself through the natural tendency of a person to compare himself with someone more authoritative and significant, which testifies in favor of the fact that fashion spreads from top to bottom - from the upper class to the lower. Another equally significant fashion factor noted by I. Kant is its gender. This is especially obvious on the example of women's fashion, since they are more inherent in the desire to interest, please men and cause a feeling of envy in other women. Men's fascination with fashion contributes to the perversion of the masculine principle ^{[3, p. 269-290]}.

The prominent Russian pre-revolutionary scientist, Russian and Soviet psychiatrist, neuropathologist, physiologist, psychologist, founder of reflexology and pathopsychological direction in Russia V.M. Bekhterev agreed with the position of the influence of fashion as a form of imitation on social life and progress on the evolution of fashion. At the same time, he emphasized that they imitate only something unique and not contradicting the taste, habits of the imitator, etc. ^{[4, p. 105-118]}.

The spread of Karl Marx's class theory influenced the development of fashion concepts based on economic factors. Thus, T. Veblen put forward the theory of demonstrative consumption, which revealed the essence of fashion, its functions and mechanisms of distribution. Through clothing as a symbol of fashion, the economic situation of an individual is reflected, that is, to bear certain expenses for its acquisition. Through clothing, two functions of fashion are also manifested: demonstration of solvency and demonstration of non-involvement in productive work, as well as its gender character, since women's clothing is imposed on a woman by virtue of the role of a demonstrator of the solvency of the family, the elitism of fashion, thereby forming the principle of demonstrative consumption. Thus, T. Veblen, directly linking his theory with the economic component, identified three main principles of fashion: the principle of demonstrative waste, the principle of demonstrative idleness and the principle of novelty ^{[5, pp. 184-200]}.

V. Sombart also recognizes the influence of socio-economic factors on fashion, interpreting it as a manifestation of urbanization processes characteristic of the capitalist era. In particular, he points out that fashion as a socio-economic phenomenon was revealed at the end of the XIX – beginning of the XX century, since production opportunities contributed to the emergence of many consumer goods that fell under the power of fashion. Thus, fashion has become universal and has spread throughout the modern cultural world ^{[6, pp. 321-343]}. 

This idea was continued by A.B. Hoffman, who considered fashion as "one of the mechanisms of social regulation and self-regulation of human behavior, individual, group and mass," which reflects cultural patterns from the point of view of social rules of behavior. He managed to deduce the following fashion structure: 1) fashion standards; 2) fashion objects (elements and means of implementing a fashion standard); 3) behavior of fashion participants ^{[7, p. 13]}.

In the last decade and a half or two, a new trend in Russian historiography has been the appeal to the topic of the cult of the body as a fashionable direction of physical recreation. The problem of the body as an object of study appeared in the early 1990s. One of the first who turned to this research direction was E. Giddens. His attention was drawn to how individuals interact with their bodies within the framework of the culture in which they are immersed, including within the framework of mass culture broadcasts. The author came to the conclusion that individuals use their bodies to maintain the image or lifestyle that was chosen by the individual using such methods as fashion, physical or sports activities, plastic surgery, etc.

A body project as a means of expressing one's own individuality – an individual or unique body project, has become a way, a method of identification, indicating belonging to a group body of a community or culture. The body becomes a project that is embodied, maintained and changed in accordance with our ideas and public discourse, focusing on the already proposed role models (Cash, Pruzinsky, 1990), especially if it concerns the representation of gender or the appearance of the body – its physical form, "sportiness", femininity/masculinity, etc.

Thus, modern fashion concepts include the theoretical foundations of the law of imitation, socio-economic theory, coupled with the factor of progress, consumption theory, urbanization and gender theory. The level of modern development of the fashion and beauty industry shows that the theoretical provisions considered have not lost their relevance, and the fashion factor is significant in everyday life.

What influenced the fashion of sports activities among Soviet citizens and modern Russians? It is difficult to answer this question in monosyllables. The indirect influence of state policy on the formation of a healthy lifestyle of Soviet citizens has already been mentioned. In addition to sports broadcasts, cinematography, special attention was paid to the construction of sports palaces, hockey boxes in courtyards, stadiums. The peculiarity of the organization of physical culture and sports in the USSR was its amateur basis and public leadership, while state and public organizations (DOSAAF, VTsSPS, OSVOD, etc.) were responsible for physical education and the development of mass sports work.

In 1966, the Resolution of the Central Committee of the CPSU and the Council of Ministers of the USSR "On measures for the further development of physical culture and sports" was adopted, in which the task was to give physical culture a nationwide character, which was a higher stage of development compared to mass participation in sports. New elements were the creation of a scientifically based system of physical education that covered all groups of the population, starting from childhood, an increase in allocations for mass sports work, including the purchase of sports equipment and equipment, the creation of specialized youth sports schools and schools of higher sports skills.

Millions of people of different ages and professions took part in the mass starts of the Spartakiads, which were held every 2-3 years. So, in 1967, 85 million people participated in the IV Spartakiad of the Peoples of the USSR, in 1979, 100 million people participated in the VII Spartakiad ^[8]. Summarizing the state policy in the field of mass sports, it can be stated that it was aimed at the formation of a healthy body.

The state's policy on the development of mass and nationwide sports set new tasks and plans for industrial enterprises, including the production of goods for sports. In other words, the policy of the state made certain types of sporting goods more or less accessible to the average Soviet family both in terms of goods and prices.

During the Soviet period, there was a network of sports shops where you could buy goods for all kinds of sports. However, the assortment of such stores did not always meet the needs of the population, especially children and adolescents, whose special attention was paid to the appearance of the goods sold. So, according to the memoirs of L.A. Krushanova ^[9], she really wanted to learn how to skate, such as her friends and classmates had, white curly ones. But in the Sports Goods store on Lenin Street in the village. The Big Stone of Primorsky Krai was not sold. The store's assortment was limited to black cross-country skates, which were suitable for boys who raced yard hockey.

In this case, the service "Goods by mail" came to the rescue – the predecessor of modern online stores. In each post office there was a thick catalog of goods tied to the table with a thick whip so that unconscious citizens would not take it with them. It was through such a service that Bolshekamenskiye, Nakhodkinskie, Artemovskiye and the girls of other seaside towns and villages provided figure skates. In other words, we can say that in the Soviet period, children, the generation of the 1960s – 1980s, had their own idea of the fashion for engaging in certain types of mass sports.

The cost of figure skates in relation to the income level of average citizens was not low – on average with the shipment was 25 rubles. Not all families could afford such expenses for two, maximum three years. Therefore, they were taken care of so that they could then be sold, add a small amount and "write out" new larger skates. Despite the fact that the purchase was expensive, many parents went to these expenses, which was explained by the fact that this generation of parents was born during the war or in the first post-war years. They remembered their half-starved or unwashed childhood, which, in fact, they did not have. Therefore, they wanted to give their children what they were deprived of themselves at that age. All children want to have a bicycle in summer, in winter – sleds, skates, skis, moreover, performing not only functional, but also aesthetic value.

In this case, the work of engineers and designers becomes obvious. So, the Snow Maiden skates popular in the 1960s, on which both girls and boys skated, were replaced in the 1970s and 1980s by white figure skates for girls and black cross-country skates for boys.

Bicycles were subjected to the greatest "tuning". If in the early 1980s they were covered with simple enamel, then at the end of the decade with mother-of-pearl paint, a melodious bell was installed, and the catafoats increased in diameter. At the same time, the price also increased from 32 rubles to 40 rubles^[9]. In the mid-1980s, a frameless "Kama" bicycle with large wheels, shaped tire treads, and a soft seat became fashionable among teenagers, focused on exploitation not only by boys, but also by girls/ girls. The absence of a frame was convenient for the latter because during the trip the skirts were not lifted up, because in those years the vast majority of the female population dressed in skirts and dresses, since jeans in those years belonged to the category of scarce goods, "freely" sold only at the "flea market" ^{[10, p. 99]}, and according to price – related to luxury goods not intended for cycling. Another bike, the "Cross", was more perfect compared to the "Kama", because it had a folding frame, which greatly reduced storage space. Prices for such "great" ranged from 72 to 96 rubles. If we compare the price of "Kama" or "Cross", then it was comparable to the minimum wage in the RSFSR of those years, which was 80-100 rubles. For example, a kindergarten teacher had a salary of 100 rubles in 1990 in Ussuriysk, Primorsky Krai ^[9].

The end of the 1980s was marked by changes not only in the socio-economic and political, but also in the spiritual sphere, which influenced not only culture and physical recreation. In 1988, with the beginning of the revival of the cooperative movement and the widespread opening of video salons showing films in the genre of blockbuster and action, Soviet citizens discovered Sylvester Stallone, Jackie Chan, Bruce Lee, etc., whose screen image became fashionable among the male part of the population. This is how the famous "rocking chairs" with primitive simulators appeared. In the life of Soviet citizens, the culture of a healthy body was replaced by the cult of a beautiful body. This trend was picked up by the first television channel, showing in the morning not morning gymnastics, but rhythmics, which became fashionable among the female part of the population.

The liberal-radical reforms of the early 1990s had an ambiguous impact on the evolution of physical recreation. On the one hand, the reduction in the financing of physical education and sports has had a negative impact primarily on children's and youth sports. On the other hand, the basic foundations for the commercialization of physical recreation have been laid. In particular, sports clubs appeared in which the predominant male part of the population had the opportunity to engage in prohibited sports, as was done with regard to karate in the 1980s. But if rhythmics, shaping, karate, taekwando and other types of physical recreation developed within the framework of a general sports culture, then in the 1990s it developed within the framework of counter-culture, which became a fashion trend for two decades.

In the "dashing decade", as the nineties are called in popular and popular science literature, the practices of body modification or bodybuilding ("bodybuilders") appeared, creating an alternative range of bodily projects that more contradicted the bodily projects of mass culture. Victoria Pitts writes about this in her work "In the Flesh: The Cultural Politics of Body Modification» (2003). Using the example of bodmoders, she describes them as dissatisfied with the proposed body models, including from the perspective of gender and its presentation. The "bodily" projects of the nineties – noughties developed within the framework of counter-cultures and alternative cultures, and mass culture had a significant impact on the bodily project of the individual as a whole ^[11]. For this category, physical recreation became either a lifestyle or a profession (e.g., A. Schwarzenegger).

New cultural trends of physical recreation and new market conditions for cultural institutions "pushed" them into each other's arms. "Bodybuilders" needed an ostentatious and competitive demonstration of their body. And cultural institutions were forced to look for a livelihood. One of the ways to "earn money" was to provide cultural institutions with their own sites for holding various beauty contests or "bodybuilders". In Vladivostok, the Palace of Culture of Sailors on the Egersheld (now the FESCO Hall) became such a platform.

The commercialization of physical recreation not only brought state / municipal / departmental cultural institutions to the brink of survival, but also gave impetus to the development of stores specializing in the sale of sporting goods, which, compared with Soviet stores, significantly expanded the assortment, pleasing the eye with bright, beautiful and at the same time expensive sports suits and shoes. And most importantly, with the advent of business, the concept of scarcity disappeared. One of the leaders in the sale of sporting goods – from ballet shoes and "ankle boots" to expensive premium sports equipment, became the Sniper store.

Summarizing the development of the fashion for physical recreation, in the 1990s the commercial nature of physical recreation was finally consolidated, not only for adults, but also for children and adolescents.

The beginning of the 2000s was marked by the development of the Internet, which influenced the speed of obtaining information. Now new trends in the world of culture and physical recreation reached Russia not after 2-3 years, as it was with aerobics, but after 2-3 months. So, aquaerobics, varieties of men's (bodyflex, callanetics, crossfit, powerlifting) and women's (fitness yoga, stretching, pilates) fitness came to Russia, becoming not only a kind of leisure, but a lifestyle.

With the gradual improvement of economic indicators in Russia, which indicated in favor of adapting the state to market conditions, the government again turned its attention to the field of sports. Special attention was paid to the maintenance of the sports and leisure sphere through state support - subsidies, which also had a favorable effect on the international sports status of Russia. In recent decades, Russia has reasserted itself as a sporting power at international competitions. The success at the Olympics, the occupation of the entire podium by Russian figure skaters and gymnasts, only confirms the success of the state policy on the development of mass sports.

Modern Russia has returned to the practice of mass sports, which was widely used in the USSR. As in the Soviet period, program and strategic planning became the leading trend. In 2006-2015, the Federal Target Program "Development of physical culture and sports in the Russian Federation for 2006-2015" was implemented (approved by Decree of the Government of the Russian Federation No. 7 of January 11, 2006), the purpose of which was "to create conditions for improving public health through the development of sports infrastructure, popularization of mass and professional sports (including sports of the highest achievements) and the introduction of various strata of society to regular physical education and sports" ^[12].

In 2009 to replace the program was developed Strategy of development of physical culture and sports in the Russian Federation for the period up to 2020 (approved by the Decree of the Government of the Russian Federation No. 1101-R dated August 7, 2009). The results of its implementation in 2019 were the following indicators: 1) the share of citizens of the Russian Federation systematically engaged in physical culture and sports in the total population was 43% (2008 – 15.9%; 2015 – 31.7%; 2018 – 39%); the one-time capacity of sports facilities was 55.7% (2008 – 22.7%; 2015 – 30%; 2018 – 54.2%).

The number of full–time employees of physical culture and sports has increased (the Strategy until 2020 sets an indicator by 2020 – up to 360 thousand people, reached in 2019 - 402.4 thousand people). The level of provision of the population with sports facilities has been increased (the Strategy until 2020 sets the indicator by 2020 – up to 48%, achieved in 2019 -). The number of sports facilities from 2015 to 2019 increased from 282 thousand to 292 thousand units. The number of urban and recreational facilities adapted for sports in 2019 amounted to 30 thousand units.

In 2015-2019, the financing of expenditures on physical culture and sports increased from 254.9 billion rubles (in 2015) to 375.4 billion rubles (in 2019). During this period, the share of expenditures on physical culture and mass sports increased from 38.3% to 48.2% due to a corresponding increase in the share of expenditures on sports training and high-performance sports. There is a high potential for attracting private financing to the sphere of physical culture and sports, while the share of extra-budgetary funds is no more than 10% ^[13].

In 2020, by Decree of the Government of the Russian Federation No. 3081-r of November 24, 2020, a new Strategy for the Development of Physical Culture and Sports in the Russian Federation for the period up to 2030 was approved, which indicated the mission of the state, including in the formation of culture and values of a healthy lifestyle as the basis for sustainable development of society and the quality of life of the population, creating the necessary conditions for the progressive development of the sphere of physical culture and sports, etc. ^[14].

Within the framework of federal programs and strategies, regional programs and strategies were developed in Primorsky Krai. Thus, in 2013, in accordance with the State Program "Development of Physical Culture and Sports of Primorsky Krai" for 2013-2017 (approved by the Decree of the Primorsky Krai Administration dated 07.12.2012 No. 381-pa), developed in accordance with the Strategies for the Development of Physical Culture and Sports in the Russian Federation until 2020, the following activities were carried out:

1) 21 organizations were granted subsidies to legal entities (with the exception of state and municipal institutions), individual entrepreneurs, individuals - producers of goods (services, works) to reimburse the costs incurred when they provide benefits for the payment of physical culture and sports services to the population of Primorsky Krai in the amount of 55 million rubles, organizations provided preferential services to the population in the total amount of 693,079.2 people / hours;

2) as part of the implementation of measures to co-finance the construction, reconstruction and repair of sports facilities of municipal property, subsidies were received by 13 municipalities for co-financing the construction, reconstruction and repair of 17 sports facilities of municipal property in the total amount of 198.8 million rubles.

3) as part of the implementation of measures to provide subsidies from the regional budget to municipal budgets for co-financing the purchase of sports facilities for municipal needs in 2013, a subsidy was provided to the budget of the Yakovlevsky municipal district for the purchase of the Leader sports complex in the amount of 10 million rubles.

By the end of the year, the construction (reconstruction, repair) of 7 sports facilities in Vladivostok, Dalnerechensk, Partizansky, Kavalerovsky and Oktyabrsky districts was completed. Work continues at the remaining facilities.

In 2013, the construction of the Fetisov Arena concert and sports complex was completed and put into operation. On September 27, the Fetisov Arena Concert and sports complex was opened in a solemn atmosphere. This event has become a real holiday for Primorye residents.

For the implementation of measures to promote physical culture and sports, state contracts were signed for a total of 2.25 million rubles, including coverage of sports events on the Internet, on television and radio channels, production and maintenance of the official website of the department, production of thematic sports programs, the work was completed in full.

Within the framework of the approved Calendar plan of official physical culture events and sports events of Primorsky Krai in 2013, 345 physical culture and sports events were organized and held, in which 64.2 thousand people took part, expenses amounted to 154.7 million rubles from the regional budget ^[15].

In 2019, the regional budget provides for expenditures in the amount of 2,817,037.67 thousand rubles for the implementation of the activities of the state program, including in the form of a subsidy to the Khasansky municipal district of Primorsky Krai for the construction of a sports complex in the village of Slavyanka in the amount of 170,650.00 thousand rubles. The volume of subsidies to the budgets of municipalities of the region for the development of sports infrastructure, which is in municipal ownership, in 2019 reached 300,732.49 thousand rubles.^[16].

Thus, both the federal center and the regional authorities, through the financing of sports and recreational infrastructure, reflect the state's interest in increasing the number of citizens leading a healthy lifestyle.

In the last five to seven years, cycling has become a fashionable trend of physical recreation. Currently, the attitude of the adult population to cycling as a form of leisure has changed significantly. If in the 1970s – 1980s only younger and middle-aged schoolchildren were interested in this type of leisure activity, then approximately from 2015 – 2016. it is increasingly possible to see middle-aged people and often with children.

In this case, the question arises, what influenced the change in the attitude of adults to physical recreation? In our opinion, several factors played a role in this. So, in the last twenty years, a careful attitude to the environment has become stable. The focus of the domestic media on countries such as the United Kingdom and the Netherlands, etc., where the bicycle is the most popular way of transportation, gradually forms both Russians and Primorye residents, a careful attitude to the environment. Therefore, more and more often Primorye residents with their hypertrophied love for their cars are gradually abandoning it as a means of leisure.

Considering the evolution of the fashion for physical recreation, we cannot ignore the financial aspect. Physical recreation requires certain financial investments. On the popular resource 100SP Vladivostok, the cost of a folding bike on offer for June 20, 2021 starts at 9,921 rubles, in the Master store chain it varies from 13,999 rubles to 17,999 rubles. If we compare the prices of the mid-1980s with modern prices, we can state that the minimum price for "veliki" has reached the minimum wage, amounting to 12,792 rubles. as of January 1, 2021^[17], while in the mid-1980s the minimum price of a bicycle was two times lower than the minimum wage.

Previously, attention has been repeatedly drawn to the commercialization of physical recreation. Business in the service sector is very sensitive to certain new-fangled trends. The increase in rental points, where a passport with registration and a high deposit are no longer required, contributed to the growth of interest of Primorye residents in various types of sports leisure. Sap-surfing has become a newfangled type of sports leisure, the appearance of which in the Primorsky Territory is natural due to the natural and climatic features of the region. The only drawback, in our opinion, is the cost of "saps" – an inflatable Sup-board, reaching a cost of 18,000 to 34,000 rubles (according to the 100SP website as of June 20, 2021), aimed at the generation of 20 – 30 year olds. The generation of 30 – 50-year-olds remembered their adolescence and their love of bicycles, thereby returning interest in cycling as a form of physical recreation. Rental of sports equipment (for example, sup boards), according to the proposals posted on the Farposr website vl.ru , the average is 600 – 700 rubles. for 1 hour of rent ^[18].

In 2012, the project "Cycling of Vladivostok" was born in Vladivostok, actively supported by the citizens. In 2012-2013, three bike rides were held in Vladivostok: on July 28, 2012 – on the bridge to Russian Island, on August 11, 2012 – on the De-Frieze – Sedanka Bridge, on May 1, 2013 – on the bridge over the Golden Horn Bay. The first bike ride gathered more than 1.5 thousand people, the second and third – more than 2 thousand cyclists each ^[19]. Unfortunately, it is difficult for us to say where the bike paths were built, but we can say for sure that the FEFU campus on Russian Island, accessible to everyone, has become a territory for cycling recreation. But it was not only in Vladivostok that the construction of bike paths was planned. In 2019, the administration of Artem announced an electronic auction for the construction of a bicycle path on the territory of an adult park in the amount of 7.5 million rubles.^[20]

The 2020 pandemic, by "locking" people at home for several months, showed the value of physical recreation. After a slight relaxation of the isolation regime, mainly in the summer months, tired of being at home, people got bicycles for walking, so the work of the previous years on the construction of bike paths turned out to be very important. Now that the pandemic has begun to decline, the acquired skill of physical recreation in the form of cycling has been preserved. At the same time

Thus, the fashion for the types of physical recreation of Primorye was due, firstly, to the appearance of modernized types of sports equipment (for example, the appearance of figure skates that replaced the "Snow Maiden" skates or the "Schoolboy" bicycle was replaced by "Cross"), and secondly, new sports training techniques (taekwondo, bodybuilding pilates, aqua aerobics, etc.), which gained rapid distribution thanks first to video cassettes (films with the participation of S. Stallone, A. Schwarzenegger, etc.) and then the Internet, thirdly, the degree of availability both in the price range and rental opportunities, and fourth, the development of a business focused on either for the provision of services (sports clubs such as "Master Jim", rentals), or the sale of sporting goods – equipment and inventory.