Hitting the gym is considered fashionable in Dongxiang, Jiangxi province. He Jianghua / for China Daily

The way forward

In October, the State Council issued measures to boost the sports industry. The sector has been tasked with generating gross value of more than 5 trillion yuan by 2025, when it's expected to account for 1 percent of GDP, compared with 0.6 percent in 2012.

The measures also stipulate that the number of people participating in exercise regularly, at least three times a week, is expected to reach 500 million by 2025.

According to the IBISWorld report, the health and fitness club sector - which has recorded average annual growth of 17.5 percent for the last five years - will generate $5.14 billion this year.

Adam Zhang, founder of the sports consultancy Key-solution, predicted that the official backing would inspire another wave of investment into the fledgling industry, just as it did in the run-up to the 2008 Beijing Olympics, and established independent operators would gain the most.

"Quality has been more a core value of successful fitness clubs for many years, far more than cheaper membership fees or more outlets. Small-scale gyms that guarantee customized, feature services are more likely to benefit than average chain clubs nowadays," he said.

The increasing popularity of Energy Fitness, a private fitness studio that offers services tailored for a specific market and is run by model-turned-trainer Lu Chang, is the sort of place Zhang was talking about.

Located in a hotel in Beijing's downtown, the 150-sq-m studio has become a popular bodybuilding workshop for professional models, thanks to Lu's sense of fashion, personalized training programs and dietary suggestions.

"We don't need to attract as many members as the big clubs. We just try to appeal to a certain group of bodybuilders and build our brand with high-quality, one-on-one courses," said Lu, who started his modeling career in 2003.

Lu began taking fitness trainer courses at the AASFP when he moved to Hong Kong for work in 2006, and has obtained the academy's advanced personal fitness trainer certificate.

He opened the studio in Beijing in June last year, having hired three other good-looking male trainers. More than 100 workout addicts, mostly female, have signed up for the gym's long-term fitness services, despite the charge of 550 yuan per 90-minute personal session.

Li Yujie, an architectural designer who was exercising at Energy Fitness, said working out at the gym is a pleasant experience, both visually and emotionally.

"Taking exercise with a group of handsome, friendly men definitely gives you a lot of positive energy, not to mention their professional knowledge and the way they're so encouraging when you face a bottleneck in training," said Li, who has shed 14 kg in the past year.

Lu is also active organizing commercial photo shoots with his fellow trainers to maintain their high level of exposure.

"I just want to show everybody a healthy and vibrant image of fitness trainers, because they deserve a greater share of the spotlight in the fitness and health industry," he said.

Contact the writer at sunxiaochen@chinadaily.com.cn