The relevance of the study stems from the growing popularity of kickboxing among young people, which is combined with a high academic workload, creating risks of reduced engagement in the sport. The aim of the study is to identify the key challenges of sustained motivation among kickboxing students and to develop recommendations for enhancing it. The research hypothesizes that the decline in sustained motivation is caused by a combination of academic and sports workload, as well as psychological and organizational factors, and that its improvement is possible through optimizing the training schedule, providing psychological support, and implementing a reward system. The study involved 50 kickboxing students aged 18–23; the methodology included the scientific and methodological literature review on motivation in sports, a questionnaire survey (a custom designed 6-item questionnaire with closed and open-ended questions and a 10- point motivation rating scale), and statistical data processing (percentage calculations and mean values). It has been found that 70% of respondents consider lack of time due to their studies to be the main difficulty in maintaining motivation, 55% report fatigue after training sessions, and 45% note a lack of visible progress. The primary motives for participating in kickboxing were improving physical fitness (85%) and participation in competitions (50%), while the average motivation level was 7.2 out of 10. The most effective measures for increasing motivation, according to the students, are a flexible training schedule (40%), psychological support (35%), and rewards for achievements (30%). The findings indicate that the key factors contributing to decreased motivation are related to the imbalance between studies and sports, physical fatigue, and lack of progress. The hypothesis has been confirmed: optimizing the training process and providing psychological support can enhance sustained motivation.