The article is devoted to the study of the demand for services of leisure organizations of Novosibirsk by consumers of the third age. The topic is relevant because first of all, there are a growing number of pensioners in Russia and in the Siberian region, secondly, there are changes in the basic values of older people in leisure activities, and, thirdly, there is an increase in their motivation for the level, content and usefulness of leisure services. We consider the state of the market services for older people in such areas as fitness services, dance services, health services (with traditions of oriental practices) and cultural and creative services. In order to prove the hypothesis we show the results of studies on the needs of the group of consumers over the age of 55 years which have been conducted for several years, starting from 2015. The research findings show that the potential of this group in the field of consumption of services is poorly studied and is practically not in demand by the leisure organizations of Novosibirsk, and, accordingly, requires a change in the marketing strategy of socio-cultural organizations.
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