With policy support and growing environmental awareness, 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.
Key Drivers of the Fitness Craze
- Policy support: China’s national fitness strategy, weight management initiatives, and plans to upgrade public fitness infrastructure.
- Growing environmental awareness and health consciousness of the public.
- Health-conscious demand for eco-friendly and healthy products and services.
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.
Boom in Event Tourism
- A 2024 trail race in Shaowu, Fujian Province, attracted over 1,300 participants and generated more than 10 million yuan in revenue for local accommodation, catering, and retail sectors alone.
- Trail running, mountaineering, and cycling events now draw participants from across the country, injecting vitality into local economies.
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.
Sustainability Takes Center Stage
- Eco-friendly fashion, low-carbon food delivery, and energy-efficient appliances are gaining popularity.
- Leading sportswear brands are 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.
Green Appliances Drive Growth
- Over 60 percent of newly purchased vehicles in 2024 were new energy vehicles, and more than 90 percent of new appliance sales involved Tier-1 energy-efficient models.
- 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.
Global Players Take Notice
- French sports retailer Decathlon simultaneously opened stores in Shanghai, Beijing, and Nanjing, offering one-stop sports gear and hosting community activities.
- Global players are actively expanding their presence to tap into China’s fitness boom.
Cao’s running passion has taken him from a half-marathon in Baotou, Inner Mongolia, 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.”
This fitness craze is driven by a combination of factors, including policy support, growing environmental awareness, and health-conscious demand.
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