Sport and Recreation as a Quality of Life Factor on Example of Poland

The main purpose of this paper is to present the role that sport recreation may play and plays in consumer’s lives and how it enriches the Quality of Life. Both sport organisations and governments (also EU) promote healthy life style, nowadays, in which an important part the sport plays. An increase in popularity of recreation influences lives of many people. They start sporting activities, become fitter, healthier and build relationships with other participants what plays and important role in a whole society. In this paper statistical data will be presented showing the rapid growth of sport participation in Poland. Some important problems in taking part in recreational sports will be discussed, such as lack of motivation, limited home budget, opinions on active Life styles, attitudes of both men and women towards sports, trends in popularity of specific disciplines, etc. Marketing activities run by sport organisations to attract consumers depend on consumers’ needs, desires, limitations and anxieties. Adverts of those organisations (offering recreational activities eg. fitness, gym, swimming pool) will be presented to analyse what advantages of recreation are enhanced (and whether they are related to an idea of Quality of Life) in their slogans and what statements are used to attract potential clients.