- Olympic event partnerships serve as a strategic gateway to overcome consumer perception barriers — the company is the official COC supplier through 2028 with five consecutive Olympic China House appearances.
- The proprietary AI-powered Assess–Evaluate–Guide–Train–Recover system has transitioned the business model from hardware sales to comprehensive scientific fitness services.
- The multi-dimensional global expansion framework spans 110+ countries, anchored by the first overseas subsidiary in Germany.
- R&D investment exceeded RMB 53 million in 2025; the company is prioritizing own-brand overseas promotion while maintaining OEM/ODM foundations.
Step onto a smart body composition analyzer, and within a minute, over a dozen health metrics — including body fat percentage and basal metabolic rate (BMR) — are uploaded directly to your smartphone. Scan a QR code to link with a treadmill, and a real-time running posture monitoring system immediately alerts you to changes in your form. At the “Good Community” sports and wellness center (a nationwide community fitness initiative) in Louqiao, Wenzhou, Zhejiang Province, resident Ms. Xie experienced what she describes as “data-driven fitness” for the first time.
“I trained for half a year without knowing what was wrong with my form. Now I get a complete exercise report within minutes — it has been immensely helpful,” Ms. Xie told the journalist.
This shift from exercising by intuition to training with data-driven precision is powered by an end-to-end AI closed-loop system built around a five-step methodology: Assess–Evaluate–Guide–Train–Recover. The system has already been deployed in community sports centers across multiple Chinese cities and was featured at the China House — the official hospitality and cultural venue for the Chinese delegation — during the Milano Cortina 2026 Winter Olympics. Behind this system stands Shua Sports Co., Ltd. (hereinafter “Shua Sports”), a publicly listed company with three decades of experience in the fitness equipment industry.
Leveraging three core pillars — deep partnerships with elite international sporting events, continuous full-chain AI technology iteration, and a localized global market footprint — Shua Sports has progressively transformed from a traditional contract manufacturer into a global smart fitness service provider. With a steady global expansion trajectory, the company has become a benchmark for the premiumization and internationalization of China’s sports manufacturing sector.
Elite Event Services: The Gateway to Global Markets
Inside Shua Sports’ product showroom in Quanzhou, Fujian Province, the full product portfolio is on display — ranging from Olympic-grade professional training equipment to consumer fitness devices — showcasing three decades of technology refinement and manufacturing excellence. Showroom staff explained that fitness equipment designed for top-tier international sporting events must meet the industry’s highest standards in structural stability, motion compatibility, and safety tolerance margins. These rigorous manufacturing standards and specialized functional design underscore the company’s core competitive advantage in high-end manufacturing.
In February 2026, the smart fitness space created by Shua Sports at the China House during the Milano Cortina Winter Olympics drew large numbers of both Chinese and international visitors. This marked the company’s fifth appearance at an Olympic China House fitness venue, following the Sochi and PyeongChang Winter Olympics and the Rio and Paris Summer Olympics.
Europe represents both the birthplace of the global fitness equipment industry and the primary high-end consumer market. With high market entry barriers and deep-rooted local brand loyalty, Chinese fitness equipment has historically struggled with low market penetration in the region.
To address this challenge, Shua Sports abandoned the single-product export model and instead deployed an integrated smart fitness space at the Milano Cortina Olympics — combining professional cardio training, physical performance data assessment, specialized scientific training programs, and winter sports simulation into a comprehensive professional training solution. This intelligent, scenario-based holistic service offering earned unanimous approval from international sports organizations, overseas distributors, and professional training teams, laying a solid foundation for the brand’s expansion into European offline channels and high-end B2B client acquisition.
The company has evolved from a pure fitness equipment supplier into a service provider capable of delivering complete scientific exercise solutions. This represents a fundamental shift in Shua Sports’ strategic positioning.
Said Shi Yong, Vice President of Shua Sports, in an interview with Securities Daily. He noted that the company’s development logic has shifted from selling hardware products to operating nationwide health services, demonstrating through proprietary technology that Intelligent Manufacturing in China has the comprehensive capability to compete head-to-head with top-tier international fitness brands.
The global premium fitness market has long been dominated by established overseas players. However, these incumbents tend to have rigid product portfolios and slow technology iteration cycles, making it difficult to meet the increasingly diverse and sophisticated fitness consumption demands across different global markets. This creates a structural window of opportunity for Chinese brands to expand overseas as the industry landscape undergoes realignment.
Shua Sports has leveraged its partnerships with elite international sporting events as a strategic entry point to build a global brand trust framework, overcoming the consumer perception barriers that Chinese brands commonly face when going global.
Building on the market reputation accumulated through years of event services, the company recently renewed its designation as the official fitness equipment supplier to the Chinese Olympic Committee (COC) for the 2026–2028 term, further reinforcing the credibility of its global expansion strategy.
“Olympic partnerships are not merely a brand honor — they are a long-term standard that continuously drives product and technology upgrades,” stated Zhang Weijian, Chairman and President of Shua Sports. He emphasized that the company has been deeply engaged in the fitness equipment sector for three decades, with products covering the full spectrum of fitness scenarios — home, commercial, public fitness, school physical training, professional athletics, and health rehabilitation. Going forward, the company will continue to iterate its products and supporting services to Olympic-grade production standards, leveraging its smart manufacturing capabilities to bring Chinese fitness technology and comprehensive service solutions to the global market.
Full-Process Data-Driven Training: The Core Competitive Moat
If Olympic event partnerships serve as the gateway to global markets, then the company’s full-chain smart fitness service capabilities are the primary competitive advantage that retains high-end international clients.
During an on-site visit to Shua Sports’ smart experience zone, Securities Daily reporters tested the company’s AI-powered smart treadmill. Far from being a single-function metal exercise machine, this device simulates various outdoor running environments — mountain trails, forest paths, urban roads — while simultaneously capturing real-time running posture data, predicting exercise injury risks, and automatically generating personalized progressive training programs.
“The equipment delivers fully visualized, precision-driven, scientifically grounded fitness training — earning strong recognition from premium global clients. This product is powered by the company’s proprietary AI algorithm system, elevating fitness equipment from standalone hardware tools to intelligent digital training terminals,” Shi Yong explained.
Shi Yong further elaborated on the underlying logic of the company’s intelligent transformation: “The industry’s smart upgrade has moved beyond the superficial stage of adding basic smart features to individual devices. We have now entered deep-track competition centered on full-process scientific fitness digitization.”
According to the company, its next-generation AI gym system establishes a complete operational framework: pre-training assessment → AI-customized training plan → smart equipment-executed training → fitness data feedback and optimization → closed-loop training goal achievement. This system solves the longstanding pain points of traditional fitness — reliance on subjective experience and arbitrary training workflows — by enabling full-process data-driven training with visualized results. At the same time, it drives the company’s business model evolution from single-unit hardware sales to delivering comprehensive scientific fitness services.
Financial data provides a clear reflection of the transformation’s impact: in 2025, Shua Sports invested over RMB 53 million (approx. USD 7.3 million) in R&D, with a focus on AI fitness algorithms, smart sensor components, ergonomic structural design, and automated smart manufacturing processes. Overseas revenue reached RMB 457 million (approx. USD 63 million), up 63.77% year-on-year. In the first quarter of 2026, overseas sales grew 67.37% year-on-year.
In Shi Yong’s assessment, competing in the global elite fitness equipment market cannot be sustained through low-price volume strategies or superficial brand promotion alone. Superior product quality remains the decisive competitive factor for sustainably expanding in overseas premium markets.
Shua Sports’ Sustained Global Market Expansion: Deepening the Multi-Dimensional Footprint
Olympic event partnerships have built global brand visibility, and continuous AI technology iteration has strengthened core competitiveness. Shua Sports’ mature and well-developed multi-dimensional global expansion framework is now translating these two advantages into tangible market growth worldwide.
At its current stage, Shua Sports’ global presence has moved well beyond the preliminary phase of simple product exports. The company has established an integrated global expansion model encompassing event-driven brand empowerment, smart technology support, localized channel penetration, and comprehensive ecosystem service delivery. Its products and services now span over 110 countries and regions, and the company has set up its first overseas direct subsidiary in Germany, closing the operational gap in localized European market operations.
On the manufacturing side, Shua Sports’ smart production base achieves full-line digital production control. Leveraging fully automated production lines and an intelligent full-chain quality control system, the company can flexibly adjust production plans according to varying international certification standards, regional consumer demands, and usage scenario differences across global markets — all while maintaining a uniform premium quality benchmark. This approach effectively reduces production costs, improves order fulfillment efficiency, and builds a competitive advantage in overall cost-effectiveness.
Shi Yong disclosed that the company will pursue three strategic directions for sustained global expansion: advancing localized R&D tailored to regional consumption characteristics and market access standards; enhancing overseas frontline warehousing, offline distribution channels, and local after-sales service systems to improve on-the-ground operational responsiveness; and leveraging premium global IP platforms such as FIBO (the International Fitness and Bodybuilding Expo) and elite international sporting events to continuously expand the brand’s international visibility and industry influence.
On the channel development front, Shua Sports adheres to a long-term business philosophy. In mature markets such as Europe, the company is building localized sales, technical service, and regional logistics networks adapted to local regulations and consumer habits, strengthening client retention. In parallel, it is expanding into high-growth emerging markets including South America, the Middle East, and Africa, establishing a balanced global channel architecture of deep cultivation in mature markets and rapid breakthrough in emerging markets. In terms of business mix, the company maintains a solid foundation in OEM and ODM contract manufacturing while prioritizing investment in overseas promotion of its proprietary brand, with the goal of steadily increasing the share of own-brand revenue within total overseas revenue.
From a traditional sports equipment manufacturer to a comprehensive smart fitness service provider — and from single-product exports to full-spectrum global brand operations — Shua Sports’ growth trajectory embodies the transformation and premiumization of China’s sports manufacturing industry and the ascent of Chinese brands into the global premium market.
