Sportovní motivace generace Y jako podnikatelská příležitost

The main objective of this work is to identify business opportunities in the field of sport and its subsequent development based on the analysis of motivational profiles of the young generation and application of the Lean Canvas method. The prevailing forms of motivation for sports activities with respect to the individual characteristics of respondents are identified in this thesis by using the method of the standardized questionnaire The Sport Motivation Scale (Pelletier et al., 1995). The standardized questionnaire is supplemented by open questions, which extend the motivation construct itself by other variables. The set of acquired information enables the application of the Lean Canvas method, through which the business opportunity resulting from the acquired knowledge is identified and developed. The specific form of opportunity is an organized training of diverse sports activities in the natural environment, creating a relevant community with long-term relationships and regular attendance.