The wish to be healthier and the benefits that can come of it are boosting the growth of fitness gyms and sporting events. During the past couple of years, over 37,000 fitness clubs mushroomed in China. And in 2016 alone, 2.8 million people participated in 328 marathons, the latter number now being 14 times the level of five years ago, according to the 2016–2017 China Fitness Industry White Paper and the Chinese Athletic Association (CAA). So Chinese consumers are ready to pay for health and wellness, but have the fitness clubs figured out their best offer?