Other BriefingsCan China’s Sports and Fitness Industry Drive New Consumption?
As incomes rise and urbanization accelerates, interest in sports and fitness is growing across China. Recognizing the sector’s potential as a new driver of consumption, the government is actively promoting its growth, setting ambitious targets for the years ahead. This article explores the latest trends shaping China’s sports and fitness industry, recent policy initiatives, and emerging opportunities for investment.
China’s sports and fitness industry is being actively positioned as a strategic growth engine, offering economic, social, and health benefits. Recognizing its potential to drive domestic consumption and enhance China’s international profile through flagship sports events, the government has launched a series of policies and initiatives aimed at expanding participation, improving infrastructure, and developing a competitive and high-quality sports ecosystem.
These efforts have been reinforced by recent policy measures, most notably the August 2025 release of the Opinions on Unlocking the Potential of Sports Consumption and Further Promoting High-Quality Development of the Sports Industry. The document sets ambitious targets, including expanding the sports industry to exceed RMB 7 trillion (US$983 billion) by 2030. Specific strategies emphasize both the supply side, such as developing sports facilities, hosting professional events, and producing products, while boosting demand through measures like accessible venues, innovative consumption models, and digital engagement.
Within this context, China’s sports and fitness sector presents a wide array of opportunities for investors and businesses. Rising participation is generating demand for facilities and specialized gyms, sports apparel and equipment, experiential activities, online training platforms, and nutrition products, among many other segments. With participation rates still below those in more mature markets and a large population with increasing disposable income, the industry remains dynamic and offers significant potential for sustained growth.
Why grow the sports and fitness industry?
China views the sports and fitness sector as a strategic growth engine with both economic and social benefits. Compared to developed economies, the domestic market remains relatively immature. According to data from China’s General Administration of Sport (GAS), around 39 percent of people in China regularly engaged in physical exercise as of 2023. While cross-country comparisons are difficult, since definitions of “regular exercise” and the criteria for measuring participation vary, China’s rate still appears lower than in more mature markets. In the US, for example, 46.9 percent of adults aged 18 and older met the federal Physical Activity Guidelines for aerobic activity in 2020, according to the National Center for Health Statistics. This gap suggests that there is still significant room for growth in China’s sports and fitness industry, both in terms of expanding participation and deepening consumer engagement.
Meanwhile, according to a report from the China Insights Industry Consultancy Limited (the CIC Report), in 2022, the gym membership penetration rate in China was just 2.8 percent, compared with 19.9 percent in the US and 7.9 percent in Europe. Annual spending per capita among the “fitness population” – defined as people who engage in fitness activities more than twice a week – also lagged, with spending reaching an average of RMB 2,518 (US$354) per year, compared to RMB 16,425 (US$2,307) in the US. The relatively low levels of participation in sports and fitness activities, relative to developed markets, combined with China’s large population, mean there is a large untapped potential consumer base.
The industry has shown significant growth momentum in recent years. According to Li Jing, deputy director of the GAS, the added value of China’s sports industry reached RMB 1.49 trillion (US$209.2 billion) in 2023, accounting for 1.15 percent of GDP, while the added value of the sports industry grew at an average annual rate of 11.6 percent between 2021 and 2023.
As such, sports and fitness are increasingly being positioned as a new driver of domestic consumption. With disposable incomes steadily rising – per capita annual disposable income was up 5.3 percent year-on-year to RMB 41,314 (US$5,802) in 2024 – China’s growing middle class is seeking new lifestyle and leisure activities. At a time when broader consumption remains sluggish, the government is looking to this sector as an area that can unlock fresh demand, offering seasonal opportunities such as winter and summer sports, as well as spectator-driven growth through the hosting of international events. The industry also generates myriad downstream opportunities in services, tourism, equipment manufacturing, and digital platforms, creating a snowball effect.
The push to expand China’s sports industry is not only an economic strategy but also a critical social initiative. The country’s rapidly aging population poses significant challenges to both the country’s social fabric and its labor pool, as rising rates of chronic illness among the elderly place increasing pressure on the healthcare system and threaten workforce productivity. In 2021, an estimated 190 million elderly people suffered from chronic diseases, while roughly 40 million were disabled or semi-disabled. China also has the largest number of adults with diabetes globally, with a prevalence of 10.6 percent among adults aged 20 to 79 as of 2021, totaling 141 million individuals. More broadly, chronic diseases accounted for over 80 percent of all deaths in China in 2023, according to the National Health Commission (NHC).
Promoting a more active population through sports and fitness can therefore help to improve the quality of life of millions of people while reducing public health pressures and maintaining higher levels of workforce participation – an issue made even more important as China gradually raises the statutory retirement age.
Finally, sports development can also boost China’s global influence. The country is investing heavily in domestic events and positioning itself as a host for major international competitions, as shown through recent flagship events such as the Winter Olympics in 2022 and the Asian Games in 2023. These events allow China to showcase its organizational capabilities and growing spectator demand, expand its cultural reach, and strengthen its position as a global leader in the sports industry.
Consumer trends in China’s sports and fitness industry
Increasing participation in sports and fitness
Over the past decade, China has witnessed a remarkable surge in sports participation, reflecting a broader shift in lifestyle and consumption habits. According to data from the GAS, between 2014 and 2023, the number of people who regularly engaged in physical exercise grew from 360 million to 550 million, raising the participation rate from 26 percent to 39 percent of the total population.
This growth has been supported by an expanding sports infrastructure. By the end of 2023, China boasted more than 4.59 million sports venues, covering 4.07 billion square meters, with an average of 2.89 square meters of sports space per person. Alongside this expansion, sports clubs and training programs have flourished, offering everything from football and basketball coaching to yoga and fitness classes, and attracting a diverse range of participants. The trend is also reflected in consumer behavior. According to the Chinese e-commerce platform JD.com, sales of sporting goods rose by 25 percent in 2023, with running shoes, fitness equipment, and yoga mats among the most popular items. Online fitness training and live-streamed courses have further broadened access, with rising user engagement and willingness to pay.
Young people, in particular urban and well-educated youth, have become the core driver of growth within the sports and fitness sector.
Interest in fitness activities among young people is driven in part by the growing prevalence of suboptimal health status (or “subhealth”) among college-age adults. According to the 2022 Survey Report on Health Perceptions of Urban Youth in China by the School of Social Sciences and Population Studies at Renmin University, nearly half of college students experienced subhealth issues such as spinal issues and sleep disorders, as well as varying degrees of psychological sub-health symptoms, such as unexplained fatigue, high stress, low work efficiency, and feelings of helplessness. With lifestyle factors such as stress, sedentary work, and poor diets often contributing to these issues, many young people are becoming increasingly cognizant of the importance of diet, exercise, sleep, and stress management.
As overall income levels rise, today’s young people, who tend to be more highly educated and therefore have higher income potential, also have significantly more disposable income than previous generations, and are more willing to spend it on fitness. For example, the 2022 Shanghai Resident Sports Consumption Survey Report found that the younger the demographic, the stronger the spending power. The cohort born after 2000 consumers had the highest average annual sports consumption at RMB 5,677 (US$797) per capita, with a participation rate of 95.7 percent, both topping all age groups.
Rise in gym memberships
As interest in fitness grows, so has the uptake of gym memberships. According to the 2023 China Fitness Industry Data Report, jointly produced by the Shanghai University of Sport’s School of Economics and Management, Santiyundong, and Weber Shandwick under the guidance of the China Bodybuilding Association, by the end of 2023, there were 69.75 million paid gym members nationwide. Active class-based members averaged 4.41 visits per month, nearly returning to 2019 pre-pandemic levels and surpassing the engagement rates of the previous three years.
According to the report, China had approximately 117,000 fitness-related venues nationwide in 2023, including 36,447 commercial fitness clubs and 42,177 fitness studios, indicating a mature and expanding market.
The report also outlined several trends that characterize the current development of China’s gym sector:
- Industry consolidation and transformation. Commercial fitness clubs are undergoing a process of “survival of the fittest,” with many seeking innovative business models to stay competitive. Monthly subscription models are increasingly adopted to attract and retain members.
- Integration with digital platforms. Gyms are beginning to leverage online traffic platforms to sell membership packages and class passes, reflecting a broader shift toward omnichannel consumer engagement.
- Diversification of fitness behavior. Consumer exercise habits are becoming more varied, extending beyond indoor gym workouts to include outdoor and hybrid fitness activities, reflecting broader lifestyle trends and the growing emphasis on holistic wellness.
Rising interest in spectator sports
Spectator sports are experiencing rapid growth in China, with soccer and basketball remaining the two most commercially significant segments. Rising consumer demand, expanding media coverage, and increased investment in both professional and grassroots leagues are fueling new opportunities across the sports value chain.
Basketball remains one of the strongest pillars of China’s sports economy. Survey data from S&P Global Market Intelligence showed that 52 percent of Chinese internet users watched NBA games in 2023, equivalent to 90 percent of the country’s basketball fan base. The domestic Chinese Basketball Association (CBA) has long been one of the country’s most followed sporting leagues, consistently drawing large audiences both in arenas and through broadcast. In 2023, total viewership reached 350 million, with more than 50 million tuning in to its season opener alone. Beyond the professional leagues, regional competitions are creating new consumption patterns. The Zhejiang Provincial City Basketball League, known as “浙BA” has generated strong local engagement, linking sporting events with retail, dining, and tourism. This integration highlights how even non-professional competitions can drive wider economic activity.
Soccer is demonstrating similar growth dynamics. The English Premier League remains one of the most-watched international leagues in China, and in 2024, it established an office in Beijing to strengthen fan engagement and expand collaboration with local partners. Domestically, the Chinese Super League (CSL) continues to attract robust attendance. The July 2025 match between Beijing Guoan and Shanghai Shenhua at the New Workers Stadium in Beijing drew in a crowd of over 62,000, one of the highest figures of the season. More notably, interest in grassroots and amateur soccer leagues is also growing. The Jiangsu Football City League, a 13-club regional amateur league also known as the “Su Super League” (苏超), has become an unlikely success story. Since its launch in May 2025, the 60 matches featured in the first ten rounds of the league drew in an average crowd of 25,000 and over 1.3 billion total livestream views, according to the Deputy Director of the GAS Li Jing.
The combined rise of basketball and soccer illustrates the broader expansion of spectator sports as a mainstream form of entertainment in China. Professional leagues continue to scale their audiences, while amateur and grassroots competitions are broadening the consumer base and creating new commercial ecosystems. For investors and industry participants, this points to sustained growth potential across live events, media rights, sponsorship, and adjacent sectors such as travel, F&B, and merchandise.
Policy support for China’s sports and fitness industry
Due to its dual functions as an economic growth engine and a driver of social development, the Chinese government has actively sought to develop the country’s sports and fitness industry, releasing a myriad of policy documents over the last several years. These range from national development plans, such as the 14th Five-Year Plan for Sports Development (2021–2025), to more targeted measures to expand public fitness parks, enhance after-school physical education, and strengthen the winter sports sector, to name a few.
In August 2025, the State Council issued the Opinions on Unlocking the Potential of Sports Consumption and Further Promoting High-Quality Develo… (hereinafter, the “Opinions”), which outlined new strategic directions and concrete development targets. By 2030, China aims to:
- Cultivate several globally influential sports enterprises and internationally recognized sports events;
- Significantly upgrade the quality and sophistication of the sports industry; and
- Expand the total scale of the sports industry to exceed RMB 7 trillion, making it a pillar of China’s broader development strategy.
To achieve this, the Opinions lay out various strategies to drive both the supply and demand sides of the sports and fitness industry.
Improving supply
On the supply side, policymakers are focused on expanding and improving the range of sports products and services available to the public. A central priority is to “enrich sports events and activities” by issuing policies to support the development of the sports events economy, building a multi-project, multi-level competition system, and relying on sports associations and related bodies to establish rating systems that guide standardized growth.
The Opinions also call for improving the development level of professional sports events and “cultivating branded sports events with independent intellectual property rights and international influence”, suggesting the creation of new flagship events and sports leagues. They also encourage support to local authorities for the bidding and hosting of international events, and support the healthy and standardized development of emerging sports competitions.
To improve China’s ability to host international events, the Opinions emphasize the need to open up more public resources, such as roads and waterways, for sporting use. Additionally, they call for streamlining approval procedures and improving copyright registration and trading for sports events, while also enhancing safety management through stricter risk assessments, clearer responsibilities for organizers, and more accurate determinations of venue safety capacities.
Boosting demand
On the demand side, the Opinions seek to lower barriers to entry to encourage wider involvement. This includes initiatives such as pilots for sports consumption and event-driven economies, expanding the use of trade union membership funds for sports and fitness activities, offering loan interest subsidies to service providers, and introducing consumer-friendly policies such as sports vouchers, spend-and-save discounts, and points redemption rewards.
A central priority is to expand sports consumption scenarios. Local governments are encouraged to make creative use of existing spaces, such as industrial plants, commercial properties, and warehouses, to develop new fitness and sporting venues. They are also encouraged to make use of leftover or underused urban spaces, such as areas under overpasses or irregular plots of land, into practical and attractive public facilities like small parks, fitness areas, or community markets.
Beyond physical space, the Opinions call for guiding commercial complexes, scenic areas, business districts, and streets to integrate fitness and sports events into their offerings. Facilities are encouraged to extend opening hours to support nighttime sports participation, while elderly-friendly platforms and event-based scenarios for older adults will be created to support the integrated development of the sports industry and the silver economy.
| China’s Sports and Fitness Industry-Related Policy Documents | ||
| Time | Policy | Main content |
| October 2021 | “14th Five-Year Plan for Sports Development” | Comprehensive deployment of national sports development during the “14th Five-Year Plan” period, aiming to better promote the sports industry as a pillar of the national economy. |
| October 2021 | Guidance on Promoting the Construction of Sports Parks | By 2025, approximately 1,000 new or expanded sports parks will be built nationwide, gradually forming a diversified, distinctive, and universally accessible system of sports parks, serving as a new platform for national fitness. |
| December 2021 | Notice on Issuing the “Basic Public Service Standards for National Fitness (2021 Edition)” | Support for advancing a higher-level public service system for national fitness, aiming to better meet the basic sports and fitness needs of the people. |
| March 2022 | Notice on Printing and Issuing the “2022 Mass Sports Work Points” | Promoting the establishment of a new pattern for a higher-level public service system for national fitness in 2022: consolidating and expanding the achievements of “driving 300 million people to participate in ice and snow sports”; enhancing the supply of public fitness facilities and the openness of public sports venues; constructing and improving the national mass sports event system. |
| March 2022 | Opinion on Building a Higher-level Public Service System for National Fitness | By 2025, establish a higher-level public service system for national fitness, with per capita sports venue area reaching 2.6 square meters and the proportion of people regularly participating in physical exercise reaching 38.5%. Support the development of mass characteristic sports events, and encourage grassroots fitness organizations to organize activities such as square dancing, brisk walking, and chess. |
| May 2022 | “14th Five-Year National Health Plan” | Strengthen health promotion and education, promote healthy lifestyles, carry out national fitness activities, hold demonstrations of national fitness themes, promote the opening and sharing of public sports venues and school sports venues, and expand coverage of convenient fitness places such as fitness trails. |
| July 2022 | Notice on Improving the After-school Service Level of School Physical Education and Promoting the Healthy Growth of Primary and Middle School Students | Guide and support professional forces such as sports schools and sports clubs to enter campuses and conduct after-school sports services, promote policies to ensure sincerity and practicality, and promote the healthy growth of youth through concerted efforts. |
| August 2022 | Notice on Carrying Out the Popularization Work of Scientific Fitness Guidance for National Youth in 2022 | Through the establishment of scientific fitness lectures or integration with health education classes in schools, fully utilize venues such as sports halls, libraries, museums, and science education bases. |
| May 2023 | Action Plan for Enhancing National Fitness Venues and Facilities (2023-2025) | Aims to address the challenge of “where to exercise” faced by the public by improving the public service level of national fitness facilities and meeting the people’s needs for a better life. |
| June 2024 | Implementation Plan for “Weight Management Year” | Focus on establishing supportive environments, enhancing public awareness and skills, and promoting healthy lifestyles. It aims to integrate scientific guidance on weight management into community settings, encourage social participation, and improve weight management services. |
| November 2024 | Several Opinions on Stimulating the Vitality of the Ice and Snow Economy through the High-Quality Development of Ice and Snow Sports | Leveraging the momentum of the Winter Olympics, accelerate the development of a modern ice and snow industry, aiming to grow the total scale of the ice and snow economy to RMB 1.2 trillion (US$168.4 billion) by 2027 and to RMB 1.5 trillion (US$210.5 billion) by 2030. |
| August 2025 | Opinions on Unlocking the Potential of Sports Consumption and Further Promoting High-Quality Development of the Sports Industry | Cultivate several globally influential sports enterprises and internationally recognized sports events, significantly upgrade the quality and sophistication of the sports industry, and expand the total scale of the sports industry to exceed RMB 7 trillion (US$982.5 billion), making it a pillar of China’s broader development strategy by 2030. |
Market entry opportunities
Sports facilities and services
The expansion of China’s sports participation is creating strong demand for a variety of fitness facilities and services. Both traditional and specialty gyms, such as climbing gyms, boxing gyms, and yoga or pilates studios, have grown rapidly, catering to specialized interests and lifestyle-driven consumers. Indoor skiing, climbing walls, and other experiential or seasonal sports facilities are also gaining popularity, offering opportunities for both large-scale operators and niche providers to capture new consumers.
Sports apparel, consumer tech, and specialty equipment
Rising health consciousness and active lifestyles are driving growth in sports apparel, footwear, and specialty equipment. Consumers increasingly prioritize high-quality, performance-oriented products, including branded apparel, technical shoes, and sport-specific gear. At the same time, digital fitness technologies, such as smart wearables, connected exercise machines, and sensor-equipped equipment, are becoming an integral part of personal training and lifestyle monitoring. There is also demand for innovative specialty equipment for home or outdoor workouts.
The rise in spectator sports also creates new opportunities for producers and retailers of licensed sports merchandise, such as team jerseys, branded accessories and equipment, and toys and other collectables.
Online services
The digitalization of fitness has created a vibrant market for online services. The popularity of fitness apps such as Keep shows that a large number of users prioritize the flexibility provided by these digital platforms, which allow users to exercise in any setting. Virtual training platforms and subscription-based streaming classes are also seeing growing adoption, while online coaching and personalized programs enable users to access professional guidance remotely. Companies that can integrate gamification, social networking, or AI-driven personalization, all features that have contributed to Keep’s success, are well positioned to engage an increasingly active and digitally connected user base.
Nutrition products
The rising interest in sports and fitness is also driving growth in the consumption of nutrition products. As more people engage in regular physical activity and adopt active lifestyles, demand for nutritional products, such as protein powder, sports drinks, energy gels, and meal replacements, is expected to increase correspondingly. The expansion of the fitness population creates a growing consumer base for these products, suggesting that sports nutrition will continue to benefit from China’s broader trends in physical activity and wellness.
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