How ‘Sweat Over Indulgence’ Lifestyles are Revolutionizing the Sporting Goods and Events Markets

In China, a vibrant shift toward a healthier and eco-friendly lifestyle is underway. Fueled by supportive policies and rising health awareness, this movement is reshaping industries and creating new economic opportunities.

Take Cao Bin, for example. At 38, his day brightens not at the office, but when he dons his running shoes for a 10-kilometer jog in the park. “Running clears my mind,” he says. This dedication isn’t cheap; he spends around 2,000 yuan ($279) monthly on gym fees, gear, and healthy meals. His enthusiasm reflects a larger trend—the desire for active living is growing in China.

People are increasingly choosing exercise over indulgence. Activities like running, cycling, and gym workouts are gaining traction, propelling the sports retail sector forward. A recent report from iiMedia Research highlighted that sportswear is now the second-most popular clothing category in China, just behind casual wear. The surge in cycling, for instance, has encouraged sales of high-end bikes and plant-based foods, as consumers seek healthier options post-pandemic.

This wave of fitness is also revitalizing tourism. Events like trail running races are drawing crowds from all around the country. A trail race in Fujian attracted over 1,300 participants, generating more than 10 million yuan for local businesses.

Expert Zhang Qing points out that the government’s national fitness strategy is key to this growth. Recent initiatives to upgrade public fitness facilities ensure residents have access to workout spaces within a 15-minute walk. This accessibility encourages more people to get active.

Sustainability is another major focus for Chinese consumers. Interest in eco-friendly products is soaring. Leading brands are responding by using recycled materials and sustainable practices. Anta, for instance, reported that over 30 percent of its products were sustainable last year, with 26 carbon-neutral items launched.

This shift extends to food delivery, with Meituan’s “Green Mountains Initiative” encouraging users to opt for utensil-free deliveries. So far, around 500 million users have participated, with over 1 million merchants implementing eco-friendly measures.

Statistics from the Ministry of Commerce reveal that over 60 percent of new car purchases were for electric vehicles in 2024. Additionally, more than 90 percent of new appliances sold were energy-efficient models. This reflects a move toward greener choices in everyday life, with consumers increasingly favoring sustainable options.

Xu Dongsheng from the China Household Electrical Appliances Association notes that these green appliances not only promote sustainability but also enhance the lifestyle of consumers. Companies are innovating to meet this demand, emphasizing the importance of quality in a competitive market.

The fitness landscape is rapidly evolving as well, with many businesses investing in technology and infrastructure. Official data indicates there are now 146 specialized firms in sports-related fields, from smart wearables to rehabilitation equipment. Even global brands like Decathlon are taking notice, opening new stores in major cities to cater to this fitness boom.

Cao’s running journey has taken him from a half-marathon in Inner Mongolia to training for a prestigious marathon in Beijing. “This fitness craze is no fad,” he insists. “It’s a lifestyle change. As we embrace this, our commitment to living healthier and greener will only grow.”

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