“开开心心花出2万元”，女性今年最肯花钱的爱好不再是医美

Core Insights - The article discusses the increasing participation of women in the fitness industry, driven by a desire for personal change and empowerment, while also highlighting the potential for new forms of societal pressure [1][26]. Group 1: Market Trends - The proportion of female fitness consumers has reached 55.41% according to the 2023 China Fitness Industry Data Report [3]. - In 2021, the average annual spending on fitness for women was 6,362 yuan, significantly higher than the male average of 5,670 yuan [3]. - The number of female members in the fitness platform Leke Sports grew by 20.5% year-on-year as of March 2025 [10]. Group 2: Motivations for Fitness - Women engage in fitness for various reasons, including personal transformation, health improvement, and as a response to life changes [12][21]. - Individual stories illustrate that fitness serves as a means of coping with emotional challenges and life transitions, such as job loss or personal loss [20][21]. - The fitness journey often provides immediate feedback and a sense of accomplishment, encouraging continued investment in fitness [16]. Group 3: Consumer Behavior - Female consumers in fitness are often more focused on body management and health than their male counterparts, with a significant user retention rate [25]. - Some women seek fitness as a way to conform to societal beauty standards, often expecting specific physical outcomes from their training [25][26]. - Marketing strategies in gyms often leverage before-and-after photos to attract new members, although these can sometimes create unrealistic expectations [26].