The thesis deals with the creation of a marketing plan for the business entity Dux Fitness. A marketing plan is essential to achieving business goals and ensuring long-term success. It has a key role in managing all marketing activities and optimizing the allocation of resources. Moreover, it enables business entities to gain a deeper understanding of customer needs and preferences which leads to the design and creation of products and/or services that are in line with those requirements. The paper highlights important detailed analyses that provide a clear insight into the current position of the business entity on the market. Through the planning of marketing activities, a business entity can recognize and take advantage of market opportunities, while at the same time dealing with threats and challenges. The paper also emphasizes the importance of continuous monitoring and convenience of marketing activities to maintain relevance and effectiveness in a changing market environment. The purpose of this paper is to identify and analyse the current marketing strategies of Dux Fitness and suggest improvements that will retain existing members and attract new members. The main goal of the work is to develop a comprehensive marketing plan that will help the business entity Dux Fitness to remain a competitive and recognizable brand in the fitness industry. Through the analysis of the business entity and its work, the work provides a basis for making decisions related to the environment of marketing activities that will result in an increase in the number of members and strengthening the loyalty of existing members.