<![CDATA[This study aims to evaluate the strategic positioning of a multisport fitness center in Sumedang Regency—anonymized as Gym XYZ—utilizing a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis framework. Employing a descriptive-qualitative case study design, data were collected through structured participant observations, semi-structured interviews, and internal document reviews. The findings reveal that (1) Gym XYZ's primary strengths lie in its diversified sports services, standardized operating procedures, and long-standing industry experience; (2) its core weaknesses stem from underdeveloped digital marketing and the operational complexity of managing a multi-branch system; (3) surging health trends, local sport tourism prospects, and institutional partnerships offer substantial market opportunities; and (4) the enterprise faces threats from escalating horizontal competition and rapidly shifting fitness trends. This study recommends bolstering digital marketing strategies, formulating institutional partnerships, and optimizing ancillary business units as pivotal measures for long-term business sustainability. Keywords: SWOT Analysis, Business Strategy, Public Physical Education, Fitness Center, Sport Tourism]]>
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