The 13th IWF Shanghai International Fitness Expo, together with the CIST International Sports Goods Export and Cross-Border Trade Expo, will take place from March 13–15, 2026, at the Shanghai World Expo Exhibition & Convention Center. Organized by Shanghai Donnor Exhibition, the event is expected to bring together global brands, manufacturers, and industry professionals to explore emerging trends shaping the sports and fitness sector.

Against the backdrop of China’s national “Fitness for All” initiative and the rapid integration of artificial intelligence into sports and wellness applications, the exhibition aims to present a comprehensive overview of the evolving fitness ecosystem while highlighting new opportunities for international cooperation and trade.

Exhibition Scale Expands as Industry Momentum Grows

This year’s edition marks a significant expansion in scale. The exhibition area has increased by more than 30 percent compared with the previous edition, providing a larger platform for B2B networking and commercial exchange.

More than 1,000 domestic and international brands are expected to participate, showcasing products and solutions across a wide range of categories, including:

• Commercial fitness equipment

• Sports and leisure products

• Cross-border trade and export services

• AI-enabled fitness and rehabilitation solutions

• Nutrition and health products

• Swimming pool equipment and facilities

One of the fastest-growing segments is the sports goods export and cross-border trade sector. The number of newly contracted exhibitors in this segment has increased 58 percent year-on-year, while exhibition space has expanded 61 percent, reflecting the growing global competitiveness of Chinese sports goods manufacturing.

International participation is also rising. According to the organizers, pre-registered domestic visitors have increased by 40 percent, while overseas visitor registrations have grown even more significantly. The figures highlight China’s continuing role as a key sourcing and innovation hub within the global fitness supply chain.

AI and Smart Fitness Become Central Theme

Beyond its growing scale, the exhibition will place strong emphasis on technological innovation. The “AI Sports & Smart Fitness Zone” will serve as one of the major highlights of this year’s show.

The dedicated area will present a range of next-generation solutions, including AI-driven strength training equipment, vision-based motion recognition training systems, and integrated smart gym platforms. These innovations illustrate how the industry is shifting from traditional manufacturing toward data-driven and intelligent fitness services.

To further explore this transformation, the event will host the AI Sports & Smart Fitness Ecosystem Conference on the opening day. Industry leaders, technology experts, and platform providers will discuss topics such as AI technology development, real-world application scenarios, and the future digital ecosystem of the fitness industry.

Expanding into Emerging Fitness Segments

Continuing its concept of being “More than Fitness,” the exhibition will also highlight several rapidly growing niche sectors. Dedicated areas and forums will focus on categories such as Pilates, sports nutrition, senior fitness, and boxing training.

Through scenario-based product displays and professional discussions, the show aims to explore new forms of integration under the “Fitness+” concept, addressing increasingly diversified consumer demand and the evolving lifestyle preferences of China’s population.

Over 100 Activities to Engage Industry and Consumers

During the three-day event, more than 100 activities will take place, including industry forums, award ceremonies, product launches, group exercise demonstrations, and interactive training sessions.

While maintaining its strong B2B orientation, the exhibition is also expanding engagement with consumer audiences. A highlight will be the “SUPER ICON” Fitness Influencer Awards, which will bring together nearly 50 well-known fitness influencers to share training concepts and promote healthy lifestyles.

Interactive zones featuring check-in challenges, photo installations, and immersive experiences will further encourage public participation, helping to bridge the gap between professional trade exhibitions and consumer fitness culture.

A Platform Connecting Global Industry Stakeholders

By combining trade opportunities, technological innovation, and interactive experiences, the 13th IWF Shanghai International Fitness Expo aims to provide a comprehensive platform for industry exchange.

With China’s sports and fitness industry continuing to evolve through technology integration, global supply chain development, and rising consumer demand, the event offers an opportunity for manufacturers, distributors, investors, and fitness professionals worldwide to explore collaboration and witness the next stage of growth in one of the world’s most dynamic fitness markets.