Fitness, driver of consumer market

According to a research note from Euromonitor International, demand for fitness in China has become one of the top ten drivers of the consumer market. Other drivers include clothing, leisure, entertainment, food and beverages.

Joey Chio, senior associate director of Savills China Retail Tenant Representation, said that athletics-related leisure, also called “athleisure” by fitness fans, has been gaining market share in clothing in recent years. Brands such as Lululemon and Under Amour have become trendy in the retail landscape.

Its spillover effect has been that opportunities arose for players in other sectors, like mobile application developers. Keep, a smartphone app which teaches workout tips and training programs through video clips, now boasts 50 million users. It received C round investments from, among others, technology giant Tencent Holding Ltd. This, just two years after launch.

“Fitness has become popular due to many factors. There is government policy to develop the sports sector. Lifestyles are changing with more focus on health. There is a cultural trend toward sexy six-pack figures. There is middle-class anxiety about the costs of ill health and peer pressure to look better. You want to prove you can afford to hit a gym to stay active,” said Julian Chow, an analyst with Shanghai-based Tang Yue Culture and Communication.

Fitness market insiders said China’s health clubs and gyms still face some challenges, and measures are needed to make the market more transparent and fair.

“Piracy of choreography, unsafe exercise instructions given by untrained coaches, and poorly regulated membership pricing are hindering the development of the fitness market. As the market gets more mature and competition fiercer, consumers will have more options, which should improve standards,” said Michael Yip, a coach with Tera Wellness Club.