Addolorato, Silvio2026-05-202026-05-202025Addolorato, S. (2025). Can wearable and digital technologies augment business-to-consumer data driven outcomes in health and fitness industry? Sport i Turystyka. Środkowoeuropejskie Czasopismo Naukowe, 8(1), 161-175. https://doi.org/10.16926/sit.2025.01.082545-32112657-4322https://hdl.handle.net/11268/17106This paper aims to provide information and guidance on the potential role wearable and digital technologies might play in the relationship between health and fitness professionals and consumers. This positive relationship could, potentially, change the industry’s Business-to-Consumer (B2C) dynamics.engAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/Gestión deportivajournal article10.16926/sit.2025.01.08open accessTecnologíaEquipamiento electrónicoDeporteGoal 3: Ensure healthy lives and promote well-being for all at all agesGoal 8: Promote inclusive and sustainable economic growth, employment and decent work for allGoal 12: Ensure sustainable consumption and production patterns