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Women are dominating the fitness industry, with resistance bands and yoga pants gaining popularity. A recent investigation has revealed that the sports market is becoming a new frontier for the “sheconomy.” The surge in women’s sports consumption can be attributed to various factors such as improved living standards, changing consumer attitudes, and a heightened awareness of health.
Over 50% of gym-goers are women
Ms. Xu, a marketing professional in Shanghai, frequents a boxing gym near her office. She has been practicing boxing for a few years now and attends private coaching sessions two to three times a week. It has become a habit for her as it not only keeps her physically fit but also leaves her feeling refreshed and in a good mood. Ms. Xu, who is in her fifties, has a well-toned physique with graceful muscle definition, and she speaks with a cheerful smile.
The boxing gym she visits, called Pulin Women’s Boxing Club, exclusively caters to female members. According to its founder, Gong Jin, the membership has steadily grown since its establishment in 2010, and they now have over 3,000 registered members.
“More and more women are paying attention to their physical and mental health and are willing to invest in it,” Gong Jin says. While female participation in boxing was rare in the past, there has been a significant increase in women engaging in the sport in recent years. The club offers both private and group training sessions, with monthly fees ranging from 1,500 to 2,000 yuan for regular members.
Investigations conducted in various locations reveal that women have increasingly become the driving force in the fitness consumer market. Zhang Huan, manager of a fitness center in Taiyuan, Shanxi, says, “Women are now our main customer base, mostly between the ages of 25 and 35. They exhibit strong loyalty, with a renewal rate of over 60%.”
“LeFit Sports,” an internet platform for the fitness industry, released data last year indicating that women accounted for 54% of their members in 2022. On average, women exercised three to four times per week, with each session lasting approximately one hour. Furthermore, the ratio of female personal training users was five times higher than male users.
Jiao Ni, Assistant Secretary-General of the China Sporting Goods Federation, reveals that their sampling surveys indicate women have become the main force driving sports consumption during the home fitness trend triggered by the pandemic. Female sports consumption saw a significant surge, particularly in the purchase of fitness cards, personal training courses, and memberships for sports apps.
Increased sales of women’s sports apparel
The growing investment by women in fitness has also led to an increase in sales of sports-related products. Traditionally, men were the main consumers of sporting goods, but the proportion of female users is rapidly expanding, especially in the areas of sportswear and small fitness equipment.
“In the past, when I opened my shopping cart on Taobao [an e-commerce platform], it would be filled with cosmetics and snacks. Now, many of them have been replaced by sportswear and dumbbells,” says Li Dandan, a high school teacher. She emphasizes that in recent years, she has placed a greater emphasis on her health, resulting in a significant increase in her investment in sports. “Investing in health is more important than pursuing beauty.”
According to the JD.com “2022 Female Consumer Trends Report,” the number of items purchased by women in activities such as swimming, ice sports, and skiing has continued to grow. The fastest-growing product categories include resistance bands, hand grippers, and exercise bands. Additionally, women have shown a significantly higher preference for muscle-building powder and other sports nutrition supplements compared to men.
“Compared to men, when women choose sports apparel or other sporting goods, they not only focus on functionality and practicality but also pay more attention to brands and styles,” says Jiao Ni. To secure a share in the increasingly competitive market, major sports brands are increasingly focusing on meeting the needs of female consumers.
Jiao Ni informs us that the 2023 China International Sports Goods Expo, originally planned for mid-year, will make adjustments by introducing a dedicated section for women’s fitness equipment and apparel in the home fitness exhibition area. At that time, major brands will showcase equipment and gear specifically designed to cater to the preferences of women.
Willingness to invest in health and happiness
After the Chinese Basketball Association (CBA) resumed the home-and-away game system, 29-year-old Guo Shengnan immediately visited the ticketing website. “I finally managed to buy two VIP seats. Although a bit expensive, I think it’s worth it,” she says.
Guo Shengnan has been a CBA fan for over a decade, hardly ever missing a home game for the Shanxi team. “There are more and more girls who enjoy watching basketball,” she says. “Over the years, I have made a group of female friends who regularly watch games and hang out together, and we have become good friends.”
As Guo Shengnan points out, sports consumption is becoming an integral part of the daily lives of an increasing number of women. They believe that the health benefits, enjoyment, and social value derived from participating in and watching sports are worth the investment.
At the same time, the rise of the “sheconomy” is also influencing the market for sports-related products. Yang Hui, a resident of Taiyuan, proudly displays dozens of plush toys representing various domestic sporting events in her cabinet. “I’m a sports enthusiast and also enjoy collecting stuffed toys. These are part of my collection,” she says.
From the high demand for Winter Olympics tickets to the frenzy at CBA games, female consumers in China have been demonstrating a growing purchasing power in the increasingly vibrant sports market.
In the opinion of Cheng Minduo, a professor at the School of Physical Education at Shanxi University, the flourishing women’s sports consumer market is not only a result of the development of the sports industry but also an expression of the improved quality of life and enhanced health awareness among the general population.
“With women becoming important drivers in upgrading the consumer structure, we can expect the potential of the ‘sheconomy’ in sports to be further unleashed, resulting in a continuous expansion of the women’s sports consumer market,” he says.
