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The article analyzes various directions of business development in the Russian sports industry, which ultimately form a potential demand for entrepreneurship training in different segments. The Russian sports industry today shows absolutely different successful examples of entrepreneurship development applicable to industry segments, meaning professional and mass sports, as well as the sports and wellness industry. The analysis of successful business practices in the sports industry makes it possible to determine the main trajectories of possible educational programs. Among them are club activities, organization of sports events and personal management of a professional athlete. Each development trajectory is associated with specific product manufacturers and their consumers. The main products of the sports industry are sports events and sports and wellness services. Manufacturers include professional leagues and clubs, organizers of sports events, fitness clubs. Among consumers, viewers and fans, partners and sponsors, various media and clients of sports and fitness clubs can be distinguished. Therefore, specific professional competencies differ markedly, although there is also a set of general professional competencies. The development of a matrix of professional competencies in the future will help make these training programs very popular for entrepreneurs.