Summary of Key Points
"Sports Delivery" is a new fitness training service that has emerged in Shenzhen, where coaches bring equipment to residential areas or homes to provide physical education classes for children (or adults), just as easily as ordering food delivery. On one hand, this model attracts young coaches who seek freedom from traditional training institutions; on the other hand, it meets the needs of parents anxious about the new physical education requirements for the high school entrance examination and their children's fitness levels. Adults are also taking advantage of this service to save time for exercise. However, the industry is not without its challenges: coaches face commuting and communication costs, as well as competition from other coaches and high commissions charged by intermediaries. Parents may encounter less professional coaches, and there are mixed opinions about its long-term prospects—some see it as a niche service limited by weather and prices, while others believe that the enthusiasm of young coaches will drive positive development.
What is "Sports Delivery"? It's like ordering a coach to your home
Simply put, you book a fitness coach through your phone, and they bring equipment such as agility training tools or jump ropes to your neighborhood's rooftop, garden, or your home. There's no need for you to drive them there; your child can start exercising right after coming downstairs, and you pay for each class on the spot. In high-end residential areas of Shenzhen, it's common to see coaches teaching children jumping and balance exercises while parents relax or do household chores—very convenient and hassle-free.
This service addresses two major concerns for parents: first, after the widespread closure of gyms and fitness centers in recent years, parents are wary of being scammed with membership fees, so paying per class gives them more peace of mind; second, it saves time—children can start exercising right after finishing their homework at 7 PM without wasting two hours commuting to and from the gym.
The coaches' "freedom": Sounds great, but it's actually exhausting
Many coaches come from traditional fitness centers because they want more flexibility in their schedules. However, freedom comes with sacrifices:
- Income isn't as high as expected: For example, a coach who teaches physical education for the high school entrance examination charges 200 RMB per hour for one-on-one sessions or 80 RMB per child for group sessions (320 RMB per class), resulting in a monthly income of around 10,000 RMB—similar to working in a traditional gym, but without the need to clock in.
- Juggling multiple roles: Coaches used to only focus on teaching; now they also have to handle customer service, billing, and addressing parent inquiries, as well as commuting between classes (e.g., one class in Futian and another in Nanshan), spending most of their day on the subway.
- Fierce competition: The industry entry barrier is low, with many new coaches entering the market. Intermediaries take a large cut from the fees, leaving coaches with little profit. As a result, there's an overabundance of low-quality services, and experienced coaches are reluctant to take on these jobs.
Why do parents pay for this service? Half out of anxiety about the high school entrance exam, half because of their children's fitness needs
Parents in Shenzhen are willing to pay for "Sports Delivery" mainly for two reasons:
- New physical education requirements: The 2026 high school entrance examination includes tests in endurance, speed and strength, and ball games. Many parents realized their children were not meeting the basic standards and rushed to enroll in extra classes to improve their scores quickly; coaches often recommend volleyball as a subject where it's easy to achieve full marks in a short time.
- Children's poor fitness: Children in Shenzhen, especially those in kindergarten and lower grades of elementary school, often have weak balance and coordination skills due to limited outdoor activity during the pandemic. Parents seek professional coaching to help address these issues.
From children to adults: "Door-to-door" services are becoming a new lifestyle in Shenzhen
Not only children but also adults are using "Sports Delivery" services—some hire coaches for company fitness assessments, while others use them for yoga, Pilates, or postpartum recovery. The common theme is the desire to save time, which fits well with the fast-paced lifestyle in Shenzhen.
Will it become popular in the future? Two opposing views
- Cynics: They believe this is a niche service that won't become mainstream due to the hot weather and long rainy seasons in Shenzhen, as well as the high cost per session. The price would need to drop significantly (to 20-30 RMB) for it to be widely adopted.
- Optimists: They think it will become the norm as more fitness graduates prefer independent coaching, and the influx of qualified professionals will improve the quality of the industry.
In summary, "Sports Delivery" is a response to Shenzhen's fast-paced lifestyle and parents' concerns about their children's fitness. While it solves many practical problems, it faces challenges related to competition and professional standards. Its future success depends on how the market evolves.