China’s fitness enthusiasts exercise caution as they look to make their yuan go a long way
- In China’s wellness industry, which is expected to cross 100 billion yuan (US$13.8 billion) in 2026, only the fittest will survive
China’s economic slowdown has cascaded in to almost every aspect of daily life in the country. With consumers tightening their belts, even wellness has taken a hit.
As the country faces slower economic growth this year, many franchises and boutique gyms face an uncertain future in a sector that was already bruised by the lockdowns during the Covid-19 pandemic. Now, gymgoers in China are opting for flexible passes and short-term memberships amid a slowdown in the economy and a loss of trust in some brands.
Shanghai-based fitness coach Jay Dengle said he has noticed a shift in customers’ spending habits away from long-term memberships. He has also seen an uptick in customers using third-party platforms like ClassPass, which allows users to pop into a variety of studios without being a full-time member.
“A lot of people are just not spending like they used to,” said Dengle, co-founder of exeQute, a class-based fitness centre located in downtown Shanghai. “Before our most popular membership was a three-month membership. This month, we sold only one three-month membership, with the most popular being flexible credits on smaller packages.”
