Fit 4 life

A story about high school’s girl’s dream came into reality. If you would like to read, listen and watch the whole story, just click here. Mid-aged Chinese millennials working hard for changing the ideology of beauty in China, their business called Fit 4 Life, girl’s power studio. Actually, it is a Tsinghua’s journalism schools’ students (Stella, Naanga, Esther and Arche) multimedia project for the nu-women.com website under the Professor Rick Dunham’s class. Depending on the website structure, it looks more better on atavist, I suggest you check full story. Also, I have posted my part on my blog, edited by Stella.

New Trend in Fitness Industry

Power is the new sexy

Several years ago, Giselle used to be “super-skinny”, 175cm tall weighing 48kg, with so-called chopstick legs. Her skinny figure was admired by others but also made her very wary of her body lines, which often led to eating disorders. After maintaining several years of healthy eating habits and proper workouts, she gained muscles and balanced body shape. Now, she feels “much better and sexier than before”, says Giselle.

Working out and building muscles is important not only in regard to style but also for being healthy. Fortunately, recent changes in perspective of beauty are becoming more definite and Giselle and Weiya are one of the many who is in the lead of it. In the eye of Chinese traditional perspective, skinny body, pale skin and being fragile was considered as typical beauty.

(left) Misty Copeland, the US ballerina soloist, was rejected by numbers of ballet agencies because of her muscular figure. But she didn’t give up being herself nor her dream. 2017, she became the muse of Estee Lauder.(right) Nike China’s campaign on Women’s Day to show girls how amazing they could become through sport.

But now more and more women prefer eating well and exercising well, consciously expose biceps and thighs, and it is considered hot. “Fashion and beauty industry started to adapt to muscular figures,” said Giselle. And social media in China such as “Wechat” or “Weibo” has enhanced this tendency with its users sharing their workout results on daily basis. Fit 4 Life is also on this track. Giselle and Weiya have been changing people’s mind about beautiful women by actively showing themselves to the public.

This also works in the relevant industry. China has a very competitive fitness market already, but Giselle and Weiya are carving their own way through it while competing with other men owners of the gym.

Fitness market in China

Since 2015, the work out photo sharing was becoming the new trend among Chinese netizen, which pushes lots of gyms, fitness idols to social media platforms to will draw an attention.

China’s 385 million millennials now edging towards 30, they do not seem so interested in continuing tradition like tai chi, street dance. Instead of that, gym memberships, jogging, online fitness classes, and marathons – all very western sports concepts – have taken off in the Chinese fitness world. Gym membership in China has doubled to 6.6m last year, according to the China Business Research Academy. The number of gym attendees across 70 major Chinese major cities has increased by four to five million each year since 2011, according to Xinhua’s report.

Prices of memberships at these gyms range from RMB 2,000-15,000 a year whereas average monthly salary is around RMB 6,000 in the biggest city like Beijing and Shanghai. With the increasing demand, China’s fitness industry will be valued at more than 200 billion yuan in 2020, according to Daxue consulting report.

Advertisements

Forever is today

Advertisements
%d bloggers like this: