Core Insights - The rise of 24-hour self-service gyms, characterized by "no sales pressure" and "full self-service," is rapidly gaining popularity among fitness enthusiasts across China [1][2][5] - The number of such gyms has exceeded 12,000 by the end of 2023, marking an 85% increase since 2021, with 70% of new gyms located in first and second-tier cities [2][3] - The fitness market is transitioning from "wild growth" to "refined cultivation," with traditional gyms facing challenges due to prepayment models, while self-service gyms and monthly payment models are becoming more prevalent [2][3] Industry Trends - The appeal of "no sales pressure," "pay-per-use," and "flexible hours" particularly attracts the 20-35 age demographic [3] - In Jinan, the number of 24-hour self-service gyms has reached approximately 50, indicating a competitive and expanding market [3] - The emergence of self-service gyms has not diminished the value of fitness trainers; instead, it has created opportunities for trainers to offer services on-demand without sharing revenue with gyms [4] Future Projections - The fitness industry is expected to evolve towards greater intelligence and all-scenario services, with predictions indicating that the smart fitness equipment market in China will exceed 50 billion yuan by 2025, with an annual growth rate exceeding 20% [4]