China’s home fitness revolution: A post-pandemic powerhouse

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Covid-19 fundamentally reshaped consumer lifestyles in China, sparking a profound shift towards home-based fitness. Driven by younger, tech-savvy urbanites, the trend has evolved from a temporary solution during lockdowns into a lasting preference, signaling a fundamental shift in China’s fitness market.

As public spaces closed during the pandemic, Chinese consumers turned to home fitness, fueling a surge in demand for smart, interactive fitness equipment. Brands like Lululemon, Fiture, and Jaxjox quickly capitalized on this shift, introducing fitness mirrors and other devices that integrated technology with personal workouts. The trend isn’t merely a pandemic-propelled anomaly; it’s indicative of a deeper transformation in Chinese consumer preferences. A 2022 Mintel survey revealed around 20% of consumers regularly work out at home, a noteworthy figure in a country with historically lower fitness participation rates.

China’s growing consumer base is driving demand for more sophisticated exercise experiences. An influx of investment in the home fitness sector has underscored its potential, positioning the industry for sustained growth.

While disruptive, the pandemic served as a powerful catalyst, accelerating the digital transformation of China’s fitness industry. A Deloitte study revealed that even after reopening, gym attendance only rebounded to 70% to 80% of pre-pandemic levels, highlighting a lingering reluctance to return to public facilities. This ongoing hesitance has fueled the meteoric rise of digital fitness platforms and virtual gyms, which experienced a 160% surge in business from 2015 to 2022. Industry projections now forecast the sector to reach a market value of $22.8 billion by 2025.

China’s fitness future is likely to be hybrid, blending digital and traditional gym experiences. Traditional gyms like LuckyBird and Tera Wellness are adapting by embracing digital innovations, while tech-focused newcomers like Lefit are rapidly expanding with tech-driven approaches.

Parallel to the home fitness boom, China’s athleisure market – a combination of athletic and leisurewear – has also experienced significant growth, driven by changing lifestyles, urbanization, and a heightened focus on wellness. According to Henderson Far East Income, athleisure is expected to grow at a compound annual rate of over 10% in the next four years, with yoga apparel alone projected to reach $3 billion by 2028. The sector’s robust growth is driven by rising disposable incomes, increasing health consciousness, and a desire for clothing that fuses fashion with functionality.

Consumer behavior in China’s thriving athleisure sector reflects a balance between moderate spending and a preference for premium offerings. The trend is particularly pronounced in urban areas, where higher incomes drive demand for upscale brands. Despite the rise of e-commerce, physical stores continue to remain crucial for athleisure purchases, indicating the ongoing importance of immersive in-store experiences.

Consumer preference for local Chinese brands over international counterparts is a particularly notable trend in the athleisure market, reflecting a strong nationalistic sentiment. This loyalty, coupled with a preference for simple, functional designs, suggests that performance and style carry equal weight for consumers.

For more on China’s home fitness trends, download our full report to learn what health and wellness in China means in 2024 and beyond.