| Chinese millennials (born after 1990) have caught the fitness bug so badly that gym and health club revenue in China has nearly doubled in the last five years and is expected to total more than $5 billion this year, according to research firm IBIS World |

Though that falls short of the nearly $25 billion US figure, China’s health and fitness industry is far younger and growing far faster. The industry has grown steadily — by about 13% a year since 2010. And, as the Wall Street Journal and South China Morning Post have reported, Chinese women are seen as a prime target demographic for gyms and athletic-apparel businesses. Such dedication to a more toned and muscular form seems at odds with traditional beauty standards in China. In one 2003 survey published by the Journal of Hebei Institute of Physical Education, “an almost-emaciated, willowy physique” was cited as the prevalent ideal body among the 1,000 working female participants. Today, many women are focusing instead on being healthy and strong. And they recognise that not one body shape or type is best: “A skinny midriff isn’t the only type of beautiful abdomen out there” is one popular fitness motto that’s gone viral on social media.

So, what exactly prompted the drastic shift in attitudes in the span of a decade? A perfect storm of social media, growing consciousness about the importance of physical health, and celebrity influence seems to be the answer.

When China adopts a craze, the number of people joining is staggering, just by sheer population size and that represents a once-in-a-lifetime opportunity to invest in growth.

Gyms and Fitness Centres: Membership clubs are the most common type in the industry and charge dues on an ongoing and automatic basis — usually monthly or annually. Some clubs provide discounts for long-term membership subscriptions.

Most clubs in this segment are branded and have chains in different cities or within different districts in the same city. These clubs are equipped with advanced fitness equipment, comprehensive fitness courses and professional coaches. The general market for this segment is upper- and middle-class consumers Apparel and Equipment Sales: companies like Nike, Under Armour, Adidas and The North Face are opening stores and growing sales in China at a breakneck clip.

Fitness and health apps: wellness apps, fitness trackers, content and communities and any other mobile-driven consumer wellness platform. These apps are particularly popular among millennials who have grown up on their smartphones. Chinese youth are fashion-focused, want to look good and feel healthy and are eager to try global health crazes like yoga, pilates and even marathons. They all seem so much more exciting than China’s own Tai Chi with its’ deep breathing, relaxation with slow and gentle movements.

Team Sports: sports stadiums, apps that enable consumers to participate in local soccer and basketball leagues, professional sports teams and the related merchandise sales.

As Chinese millennials continue to look for new ways to spend their money investors are clearly banking on the China fitness boom to not only continue, but to accelerate.

Source: Tech Crunch

Source: Ibis World

Source: Refinery 29