'Sweat over indulgence' lifestyles fuel sporting goods, events markets

BEIJING — With policy support, improving environmental awareness and growing health consciousness of the public, a green and healthy lifestyle revolution is gaining momentum in China, driving the growth of eco-friendly and healthy industries and unlocking new economic potential.

For 38-year-old Cao Bin, a daily office worker, the highlight of his day now comes after-hours: lacing up his running shoes, changing into sportswear, and hitting the park for a 10-kilometer jog. "Running gives me back to myself. I often finish with a clearer mind, that's why I start and keep going," he said.

A dedicated fitness enthusiast who frequents gyms and runs marathons, Cao estimates that he spends around 2,000 yuan ($279) monthly on his routine, including gym memberships, athletic gear and high-protein organic meals.

His story mirrors a broader trend as more and more people in China are embracing a "sweat over indulgence" lifestyle, with activities like running, cycling, climbing and gym workouts driving growth across sports retail, event tourism and related sectors.

Health-conscious demand has catapulted sportswear to become China's second-most popular apparel category, trailing only casual wear, according to a 2025 report by iiMedia Research. Cycling's surging popularity, for instance, has boosted sales of premium bikes, while plant-based meats and functional foods are gaining ground as consumers prioritize post-pandemic wellness.

This fitness craze is also fueling a boom in event tourism. Trail running, mountaineering and cycling events now draw participants from across the country, injecting vitality into local economies. A 2024 trail race in Shaowu, Fujian province, hometown of legendary Taoist master Zhang Sanfeng, attracted over 1,300 participants and generated more than 10 million yuan in revenue for local accommodation, catering and retail sectors alone.

Sports industry expert Zhang Qing notes that policy support, including China's national fitness strategy, weight management initiatives and recent plans to upgrade public fitness infrastructure, such as sports parks and trails, is fueling this growth. These measures build on May's mandate for a "15-minute community life circle" in all cities, ensuring residents have easy access to fitness facilities and essential services within a 15-minute walk.

Alongside health, sustainability has emerged as a key priority for Chinese consumers, driving demand for eco-friendly fashion, low-carbon food delivery and energy-efficient appliances, unlocking new economic opportunities, industry experts note.

Leading sportswear brands are responding, with Anta and Li-Ning utilizing recycled materials and eco-friendly manufacturing processes to enhance product performance while expanding their eco-conscious lines. Anta's 2024 ESG Report shows sustainable products accounted for over 30 percent of its total offerings last year, with 26 carbon-neutral certified items launched.

In the food delivery sector, this shift is reflected in Meituan's "Green Mountains Initiative", launched in 2017. The program has spurred a widespread move toward sustainable consumption. By early June, about 500 million users had opted for utensil-free deliveries, while more than 1 million merchants had joined eco-actions ranging from plastic reduction to food waste prevention.

China's nationwide consumer goods trade-in program further underscores this trend. Ministry of Commerce data reveal that in 2024, over 60 percent of newly purchased vehicles were new energy vehicles and more than 90 percent of new appliance sales involved Tier 1 energy-efficient models. This has driven four consecutive months of double-digit sales growth for smart and high-efficiency appliances.

"Green appliances are now the preferred choice, offering consumers a premium lifestyle while advancing sustainability," noted Xu Dongsheng, vice-chairman of the China Household Electrical Appliances Association.

As China's support for new quality productive forces accelerates shifts in consumption patterns driven by enterprises offering greener, smarter products and services, companies are racing to innovate.

In the fitness sector, supply chains are advancing rapidly, driven by intensified research and development and quality upgrades. Official data show that 146 national "little giant" enterprises — specialized, high-tech small and medium-sized firms — now operate in sports-related fields, ranging from smart wearables to bicycle parts manufacturing and fitness and rehabilitation equipment.

Global players are also actively expanding their presence to tap into China's fitness boom. On June 28, French sports retailer Decathlon simultaneously opened stores in Shanghai, Beijing and Nanjing. These hubs offer one-stop sports gear and host community activities such as cycling, hiking and running, catering directly to China's fitness boom, the company's communications department said.

Cao's running passion has taken him from a half-marathon in Baotou, Inner Mongolia autonomous region, to training for Beijing's premier marathon later this year. "This fitness craze is no fad, it's our new lifestyle," he says. "And as it grows, so will our drive to live healthier, greener lives."

Xinhua