Аннотация: The article examines the application of the integrated marketing communications concept in the Russian fitness industry. The relevance is driven by simultaneous competition in offline and online spaces, where fitness brands from different segments (federal chains, regional clubs, boutique studios) must coordinate advertising, PR, sales promotion, and direct marketing. The purpose of the study is a comparative analysis of communication strategies of three types of organizations based on content analysis of social media, engagement metrics, and channel structure for 2024. The results show that brand scale directly correlates with channel diversification but inversely correlates with the depth of personalization. Local studios demonstrate customer retention 15–20% higher than large networks due to emotional closeness and manual interaction. Industry statistics for 2025 are provided (revenue RUB 217.25 billion, 10,429 facilities, price increase of 18%). It is concluded that IMC effectiveness in fitness is determined not by the number of channels but by message consistency and alignment with audience motivations.