China’s fitness market is growing as exercise becomes a bigger part of everyday life. Gyms, apps, sportswear and social media are all playing a role in the growth of a new fitness culture among Chinese consumers.
China’s Fitness Boom
Twenty years ago, gyms were still relatively uncommon across Chinese cities. Today, fitness has become a much more visible part of everyday life. China’s commercial fitness market was estimated at around USD 21.7 billion in 2025, with approximately 84.5 million paid fitness memberships, according to Ken Research.
The market has grown alongside rising disposable incomes, urbanisation and increasing interest in health, appearance and wellbeing. Running, yoga, cycling, group classes and home workouts have all become increasingly popular, while technology and social media are changing how people discover and experience fitness.
Why Are More Chinese People Exercising?
The rise of fitness culture reflects wider changes in Chinese society. Higher disposable incomes have given consumers more opportunities to spend on leisure and wellness, while urbanisation has created greater access to gyms, sports facilities and fitness communities. In 2020, 67.5% of people aged seven and above in China participated in physical exercise at least once a week, 18.5 percentage points higher than in 2014.
Health is an important motivation, but it is not the only one. Appearance, confidence, stress relief and social interaction can all influence people’s interest in fitness. Social media has also made exercise more visible, with fitness routines, workout advice and transformation content becoming common online.
Government Support Is Building the Infrastructure
Government policy has also played an important role in encouraging participation in sport and fitness. In 2016, the Chinese government released the Healthy China 2030 blueprint, placing national fitness within a wider public health strategy.
This focus has continued in recent years. In July 2026, the government unveiled its National Fitness Plan for 2026 to 2030, setting a goal of around 40% of the population exercising regularly by 2030. One example is the development of so called 15 minute fitness circles. These networks of parks, courts, sports centres and other facilities are designed to make exercise easier to access within local communities.
Fitness Goes Digital
Technology has become one of the defining features of China’s fitness market. Fitness apps, wearables, livestreamed classes and connected exercise equipment are making it easier for consumers to organise and monitor their workouts.
The popularity of digital fitness also reflects the wider role of mobile technology in Chinese consumer life. People are already accustomed to using their phones for payments, shopping, transport, entertainment and communication. Fitness is naturally becoming part of the same ecosystem.
A New Generation of Gym Brands
The changing expectations of consumers are also creating space for new gym models. Supermonkey, founded in Shenzhen in 2014, initially focused on self service 24 hour gym boxes before expanding into group classes booked through WeChat. Its model places less emphasis on traditional sales staff and long term contracts, allowing customers to access services through their phones. LeFit has followed a similar approach, offering budget friendly 24 hour gyms with digital access through platforms such as WeChat and Alipay.
These companies appeal to consumers who want greater flexibility. Instead of committing to a traditional membership, people can choose when and how they exercise according to their schedules.
The Growing Demand for Activewear in China
The growth of fitness is creating opportunities for companies selling products associated with an active lifestyle. China’s sportswear market was worth around USD 84 billion in 2025 and is expected to continue growing. Domestic brands such as Anta Sports and Li Ning have built strong positions, while international names continue to compete for consumers looking for premium activewear. Lululemon is a notable example, with mainland China revenue rising 28.9% to USD 1.75 billion in 2025, showing strong demand for premium sportswear and athleisure.
As exercise becomes increasingly integrated into everyday life, activewear is becoming part of everyday fashion and a way for consumers to express their personal style.
The Future of China’s Fitness Economy
China’s fitness economy is creating opportunities across gyms, digital services, sportswear and entertainment. As consumers become more interested in fitness, businesses are finding new ways to combine exercise with technology, fashion, social media and entertainment. The market is also moving beyond traditional gyms, with digital services, flexible memberships and lifestyle products becoming part of the wider fitness experience.
How We Can Help
Long Advisory also supports fashion and sports brands looking to enter or grow within the Chinese market. Our team helps companies build marketing campaigns tailored to Chinese consumers, manage collaborations with KOLs, and handle the complete management of e-commerce platforms designed specifically for the Chinese audience.
Long Advisory digital marketing agency in China
Long Advisory supports Western companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.
Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market.
