The purpose of this study was to investigate the modernization strategies of sports businesses in the post-COVID-19 era. This research was conducted qualitatively. The statistical population of this research was the members of the faculty of sports management with a specialized field of marketing, experts in sports professions as well as the managers of sports clubs. To achieve the set goal, a qualitative study using in-depth interviews with elites was used. The interviews continued in a targeted manner and in the form of snowballs, and finally, 15 people were interviewed. Finally, the data obtained from the interviews were analyzed by contextual analysis. To confirm the validity and reliability in this study using the concept of reliability and its various elements, various strategies such as review at the time of coding, verification of results by referring to the topics, and approval of research colleagues were used and validity and reliability were confirmed. 33 final strategies were identified, which were classified into 8 categories, and in the last stage, three themes of content-oriented, process-oriented, and external strategies were selected. As a result, in the current economic situation of the country, when examining the cause of declining profitability and financial losses of sports businesses, both the general economic conditions of the country and specific internal factors of industry or poor internal management should be considered as additional stimuli. Therefore, sports businesses can prevent bankruptcy and business development with their unique strategy.