The aim of the article is the search for possibilities of improvement of organizational and resource support of development of marketing policy of fitness clubs, which allows attracting venture capital investment. Research methods: analysis, synthesis, questioning, induction, deduction, systematic approach. It has been established in the study that effective control of activity of subjects of fitness in Ukraine is complicated by the problems of management, optimization of which in the area of fitness is related to training of professional staff, choice at the expense of the marketing policy, forms and methods of activities aimed at ensuring the effective functioning and development of the sphere of fitness. The implications of market relations in the process of functioning and development of the sphere of physical culture and sports have been given, the task of improving the management in the sphere of fitness services and improving the quality of services, in particular through innovation has been formulated. In this regard, it has been proved that the implementation of social and pedagogical functions of the activity the subject of fitness allows developing and implementing the concept of the activities of the club, to formulate a strategy for its development, pricing and marketing policy, sales system and service, criteria of quality of services, scheme of selection and staff development, which allowed to determine the need for a more detailed examination of resource and organizational support of development of marketing policy of the fitness clubs with the accounting motivational value orientations of customers and to attract venture capital investment. The study of motivational and value orientations of fitness club allowed determining their basis of marketing policy of the subject and formulating the content of innovative activity of fitness club with the aim of attracting venture capital investment, basic provisions of formation of the complex of services and requirements for preparation and advanced training of personnel responsible for management at the regional level of fitness.