Modern trends of digital transformation of sports training
Introduction. Today, the physical culture and sports industry is undergoing the transition from digitalization to digital transformation. As with any innovation, this process is characterized by the problems that accompany it. The purpose of the study is to identify the problems of digital transformation of the physical culture and sports industry and ways to overcome them. Methodology and organization of the study. In the course of the study, we used the method of analysis and generalization of scientific and methodological literature data, as well as the method of analysis and generalization of data from documentary sources. The results of the study. In the course of the study, the main problems of digital transformation of the physical culture and sports industry were formulated: the personnel problem, the marketing problem and the problem of a high-quality digital product. Conclusions. The results of the study allow us to conclude that it is necessary to resolve these problems of digital transformation of the physical culture and sports industry as soon as possible. Digital transformation of the industry management system; digital transformation of the training process; digital transformation of the industry marketing and increasing the information and communication competence of all subjects of the industry are proposed as ways to overcome the problems