Sports services include training programs, competitions, medical support, and event management. In a competitive environment with strict standards, organizations improve operations through a process approach—a key element of quality management systems (QMS). According to ISO 9001:2015, a QMS involves identifying, monitoring, and improving processes that impact athlete well-being and customer satisfaction. Sports industry management is a scientific and applied field focused on the management of physical education and sports organizations (PESOs), including clubs, teams, and centers. The result is the production of services: classes, training sessions, and events. The process approach originated in quality management theory and is enshrined in ISO standards. It emphasizes the systematic control of processes rather than individual products. In sports services, it is used as a quality criterion and cost regulator, structuring operations by resource. Sports services are dynamic and dependent on the human factor. Literature notes the advantages of this approach in reducing fragmentation and bureaucracy, but it has been understudied in sports. In Russian practice, many clubs only partially implement elements of a QMS. The study aimed to evaluate the contribution of a process-based approach to sports service quality management, minimizing risks and increasing productivity. The findings confirm the importance of a process-based approach for reducing risks and increasing value. Finally, the study concludes that a process-based approach is an effective tool for improving the quality of sports services, streamlining processes, and enhancing competitiveness.