Once seen as a region lagging behind Western fitness trends, Asia is now catching up at an impressive pace.
Fueled by a growing passion for health and wellness, millions across the continent are reshaping their lifestyles, with China at the forefront of this dynamic shift.
As fitness studios, wellness apps, and ever-evolving tech flood the market, the landscape is evolving rapidly, signaling a new era where Asia is poised to redefine the global fitness scene.
This wave of transformation is not just changing how people in Asia approach fitness, it’s creating a ripple effect that could soon challenge the global status quo.
Trends are changing and consumption is growing
Rise of Digital Fitness
The fitness industry is undergoing a significant transformation globally, and Asia is becoming a crucial driver of this change. With an increasing focus on health and wellness, the region is seeing a surge in both traditional fitness activities and digital solutions designed to meet the needs of its rapidly evolving consumer base.
Infographic: AST
A prominent trend emerging in the industry is the rapid shift towards digital fitness and wellness solutions. This change is largely driven by the convenience and flexibility that these platforms offer, particularly in densely populated and fast-paced cities.
Building on nine years of organic growth, Lululemon unveiled its digital flagship store on China’s JD.com in July 2022, further solidifying its presence in this booming market. The brand also operates a WeChat mini program and has embraced innovative technologies like live streaming and extended reality to offer immersive shopping experiences.
Revenue in China’s Digital Fitness & Well-Being market is projected to reach US$10.30 billion in 2024, with an annual growth rate (CAGR 2024-2029) of 6.90%, resulting in a projected market volume of US$14.38 billion by 2029.
Image: Just Style
This trend is mirrored across Asia, with online doctor consultation services gaining traction in Japan, where the aging population is increasingly seeking remote healthcare solutions.
Similarly, in South Korea, the adoption of digital treatment and care platforms is accelerating, fueled by the country’s advanced healthcare technology and high internet penetration rates.
Wellness Tourism & Specialised Studios
Asia is now emerging as a global leader in the wellness economy, with a significant shift towards wellness tourism, particularly in luxury hotel offerings that include yoga, meditation, detox programs, and sleep therapy.
Wellness resorts like Thanyapura Sports & Health Resort in Phuket, Thailand are playing a pivotal role in driving the growth of tourism in Southeast Asia by catering to the rising demand for health-focused travel. As travellers prioritise physical and mental well-being, wellness tourism has emerged as a key driver for the region’s tourism industry. Thanyapura, with its blend of fitness, health services, and mindfulness, exemplifies how Southeast Asia is capitalising on this trend, contributing to the region’s appeal as a global wellness destination.
Image: Thanyapura
Additionally, the resurgence of in-person fitness is notable, with boutique studios making up 42% of gym memberships, a number expected to grow as consumers increasingly value specialised classes and community-building opportunities like run clubs. Furthermore, mass participation events, such as HYROX, are gaining momentum, offering a blend of fitness and social engagement that appeals to a wide audience.
These evolving consumption patterns are clearly reflected in the financial projections for Asia’s fitness and wellness industry. The total revenue in this sector is expected to grow at an impressive compound annual growth rate (CAGR) of 7.27% from 2022 to 2029, resulting in a projected market volume of US$2.94 billion by 2029.
These developments are transforming Asia into a dynamic hub of fitness and wellness, positioning it to challenge and potentially surpass Western markets in the near future.
Bridging the Gap: Fitness Participation in Asia vs. the Western World
Despite Asia’s fitness market flourishing, participation rates still lag behind Western markets like North America, where fitness and sports culture have deeper roots.
This trend reflects a long-standing cultural emphasis on fitness and wellness, where consumers have a deep-seated loyalty to established fitness brands and practices.
However, this gap is gradually closing as Asia’s fitness market expands at an unprecedented rate. The region is witnessing a surge in both fitness participation and consumer spending, driven by a growing awareness of health and well-being across all demographics.
Infographic: AST 2024.
China, in particular, is at the forefront of this transformation. The country is experiencing a surge in gym memberships, with the market size of fitness clubs was forecasted to keep a steady growth and reach about USD$15.4 billion in 2026, reflecting a broader commitment to fitness across urban populations.
Moreover, China’s fitness tech landscape is thriving, with AI-driven fitness apps like Keep and Supermonkey offering personalized workout plans that adapt to users’ fitness levels, goals, and even daily routines. These apps are not only popular among younger demographics but are also gaining traction among older adults who seek tailored fitness solutions.
Europe’s fitness market is set to reach a market volume of USD$1.48 billion by 2029. While Europe’s market is expanding, Asia’s larger population base and increasing adoption of fitness practices suggest that the region could soon rival or even exceed the fitness participation rates seen in the West.
As Asia’s fitness market rapidly grows and narrows the gap with the West, AST had the exclusive opportunity to speak with FWE (Fitness & Wellness Expo) Managing Director, Charlz Ng, whose innovative work offers key insights into this transformative shift.
A Closer Look at FWE (Fitness & Wellness Expo)
What is FWE?
A festival of fitness & wellness, attracting tens of thousands of health & fitness enthusiasts over a weekend by showcasing:
– Top Competitions, like Hyrox – the worlds-fastest growing fitness sport
– Group Classes, led by elite global and local instructors in Yoga, Pilates, Dance, Spinning & More
– Fitness experiences, like Les Mills, Hyrox 365, USA Powerlifting & More
AST had the exclusive opportunity to speak with Charlz Ng, about how his company is transforming the fitness landscape in Asia. Charlz shared valuable insights into how FWE is making strides to close the gap in fitness participation between Asia and the Western world.
Charlz Ng (Center) with AG1 Executives at FWE Singapore (September 2024).
According to Ng, FWE focuses on creating accessible and inclusive fitness events tailored to Asia’s unique cultural dynamics. By blending traditional fitness activities with innovative wellness experiences, they attract a diverse audience.
“Our partnerships with local influencers and community leaders play a crucial role in encouraging more people to engage in fitness, building trust and fostering a sense of belonging” he explained. This approach not only increases participation but also strengthens community bonds.
Image: AST
Charlz also touched on FWE’s contribution to the rise of wellness tourism in Asia. “We design our events to offer a holistic wellness experience, combining fitness with meditation, wellness workshops, and nutrition seminars“.
HYROX & FWE recently rocked Singapore for the first time on Aug 31 & Sep 1. As Asia’s leading event in the fitness and wellness sectors, FWE was a highlight of the Singapore Urban Sports & Fitness Festival by Sport Singapore, promoting health and wellness across the region.
Attendees experienced featured brands and partners like HYROX, Les Mills International, PURE Group, and group classes in Yoga, Pilates, Dance Fitness from top instructors.
The strategy to bring top fitness experiences to offline communities is clearly working, with FWE Singapore drawing crowds of 30,000+ over 2 days last month.
By collaborating with brands across the fitness & wellness ecosystem, FWE offers an all-encompassing experience that appeals to both local participants and wellness tourists.
The focus remains on delivering immersive and interactive experiences that keep drawing the ever more fitness conscious Asian consumer.
Asia’s Fitness Revolution: The global game changer
Asia’s rapid ascent in the global fitness and wellness industry marks a significant shift in the balance of influence, with China leading the charge. The region’s embrace of digital fitness solutions, specialized wellness tourism, and a growing culture of fitness participation signals a new era of health consciousness.
This transformation, fueled by innovative technology and increasing consumer demand, is not only closing the gap between Asia and the West but also setting new trends that could soon redefine global fitness norms.
As Asia continues to innovate and expand its wellness offerings, it is poised to challenge and potentially surpass Western dominance in the fitness industry.
The future of global fitness is no longer confined to traditional Western strongholds—Asia is emerging as a formidable player on the world stage, shaping the next chapter in the evolution of health and wellness.
For more information about Asia’s fitness revolution and its potential global impact, feel free to reach out to us!
