Navigating a changing fitness market

The fitness industry in China is still maturing. Many young people focus on training for health and fitness rather than competition alone.

Shenzhen’s sports market, in particular, has become more sophisticated, especially following the pandemic. Before COVID-19, numerous gyms existed, but the pandemic changed the landscape drastically.

Clients became hesitant about long-term gym commitments due to fears of closures, driving traditional business models to become unsustainable.

While many chain gyms faced bankruptcy, smaller studios like ours flourished because our model emphasizes sustainability and reliability, focusing on personalized coaching to ensure clients reach their goals.

One memorable client, Tim, impressed me deeply. He aimed to transform from a lean physique to muscular in just four months to compete in bodybuilding matches.

Through his determination and commitment, our coach-client relationship evolved into a genuine friendship. Coaching is more than just physical training — it’s about supporting clients mentally and emotionally too.